Lead Generation Media Strategy Case Study

Case Study: Display Ads Media Strategy – Exceeding Industry Benchmarks for GDN Campaigns

Beka Hardt

October 2, 2024

Driving Leases with Strategic Display Advertising

Overview

At GTMA, we crafted a tailored media strategy for a client’s Google Display Network (GDN) campaign that delivered exceptional results, surpassing industry benchmarks. Through strategic audience segmentation and optimized ad formats, we achieved a 35% increase in lease sign-ups while cutting cost per acquisition (CPA) by 20%. Here’s a breakdown of how we made it happen.

Audience Segmentation: Targeted Strategies, Outstanding Results

Our approach to audience segmentation involved creating precise custom audiences and leveraging remarketing techniques. Each segment played a key role in boosting conversion rates and lowering CPA compared to industry norms.

Custom Audiences – Unmatched Performance

Conversion Rate: 42% (52.5% above the industry benchmark of 0.8%)
CPA: $20 (73% lower than the industry standard of $74.79)
Why It Works: Custom audiences targeted users actively seeking apartments, resulting in significantly higher conversion rates and lower acquisition costs.

Remarketing Audiences – Effective Re-Engagement

Conversion Rate: 30% (37.5% higher than industry standard)
CPA: $30 (60% lower than industry standard)
Why It Works: Remarketing re-engaged potential customers who had interacted with the client’s website, leading to impressive conversion improvements.

Interest-Based Audiences – Broadening Reach

Conversion Rate: 18% (22.5% higher than the industry benchmark)
CPA: $40 (46.5% lower than the industry average)
Why It Works: This approach widened visibility while maintaining efficiency, though it had slightly higher CPAs compared to more targeted segments.

“Apartments for Rent” Audiences – Consistent Visibility

Conversion Rate: 10% (12.5% above industry benchmarks)
CPA: $60 (19.8% lower than average)
Why It Works: This broader audience segment helped maintain visibility, though it was less cost-efficient compared to highly targeted approaches.

Ad Formats: Responsive Display Ads Deliver Superior Results

We utilized Responsive Display Ads (RDAs) to maximize the impact of our campaign, leading to a significant increase in conversions and a reduction in CPA when compared to standard display ads.

Responsive Display Ads (RDAs) – Top Performer

Conversion Rate: 50% higher than standard display ads
CPA: 20% lower than standard display ads
Why It Works: RDAs automatically adjust their format for optimal performance, enhancing engagement and delivering industry-beating click-through rates (CTR) and cost-per-click (CPC).

Standard Display Ads – Lower Performer

Conversion Rate: 33% lower than RDAs
CPA: 15% higher than RDAs
Why It Works: Lacking the adaptability of RDAs, standard ads were less efficient in driving conversions and incurred higher costs.

Results Summary & Strategic Recommendations:

Top Audience Segments: Allocate 70% of your ad spend to custom and remarketing audiences, which achieved conversion rates up to 52.5% higher and CPAs up to 73% lower than industry standards.
Optimal Ad Format: Invest 80% of your display ad budget in Responsive Display Ads (RDAs) for a 50% higher conversion rate and 20% lower CPA compared to standard display ads.
Broader Reach: Use interest-based audiences and broad search terms like “Apartments for Rent” to expand visibility, but limit budget allocation to ensure cost efficiency.

Ready to Transform Your Display Ad Strategy?

GTMA’s expert media strategies are designed to achieve superior results. Whether you’re looking to boost conversions or lower your cost per acquisition, we have the expertise to make it happen. Contact us today to unlock the full potential of your digital marketing strategy and drive better results for your apartment rental service.