2024 CASE STUDY
Reversing Declining Sales with DSP Retargeting
How Precision Targeting and Audience
Pooling Sparked Remarkable Growth
Facing declining sales and mounting challenges due to iOS and Google privacy updates, a homeschool resource company struggled to reach genuine families despite significant investments in social media ads. With retargeting abilities reduced by over 85%, sales continued to drop for two years.
By implementing a precise DSP retargeting strategy with Well Planned Advertiser’s pooled homeschool audience, they not only reversed their sales decline but achieved a remarkable 23% sales increase, a 32% boost in their email list, and their highest web traffic in five years, all while securing impressive returns on investment.
The Challenge
Navigating Privacy Changes and Declining Sales
After the iOS and Google privacy updates, a homeschool resource company saw their ability to retarget drop by over 85%. Social media ads became increasingly expensive with poor results. Despite investing heavily in social campaigns, they experienced a two-year decline in sales and struggled to reach genuine homeschool families effectively.
The Solution
Precision Retargeting with DSP Technology
By pixeling their website and using Well Planned Advertiser’s pooled homeschool audience, they regained the ability to retarget with precision. This allowed them to identify their most popular products and redirect their marketing efforts toward these high-demand items. With DSP campaigns, they reached homeschool families affordably and consistently, driving engagement and boosting sales.
The Results
Measurable Growth and Marketing Success
The implementation of the DSP retargeting strategy yielded impressive results:
23% Increase in Sales: By reconnecting with a warm audience, the business reversed its sales decline and achieved measurable growth.
32% Growth in Email List: The campaign not only boosted sales but also expanded the company’s email list, strengthening long-term marketing efforts.
Significant ROI: ROI of 8.41x when including pooled audience ad spend, and over 13.66x ROI for retargeting campaigns.
Highest Web Traffic in 5 Years: The business achieved record-breaking web traffic due to strategic retargeting efforts.
Key Takeaways
Lessons Learned for Continued Success
Audience Pooling Works: Leveraging a collaborative audience within the homeschool market amplified reach and engagement.
Product Selection Matters: Focusing on high-converting products ensured the campaign targeted the most profitable segments.
Retargeting Delivers: Engaging a pre-qualified audience through DSP technology proved highly effective in driving both sales and lead generation.
Conclusion
This case study highlights how leveraging Well Planned Advertiser’s DSP platform can reverse declining sales, improve targeting precision, and maximize marketing ROI. By tapping into the pooled homeschool audience and implementing strategic retargeting, this homeschool resource company not only overcame the limitations of social media and privacy restrictions but also unlocked new opportunities for growth.
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