2024 CASE STUDY
Maximizing Results
on a Limited Budget
How a Small Publisher Achieved Big
Success with a Modest Ad Spend
A small curriculum publisher sought to test DSP advertising with a conservative budget. After completing the Master DSP course, they launched a five-month campaign with a total spend of $1,000, averaging just $6.50 per day. By focusing exclusively on retargeting website traffic, they achieved an 11.75x return on ad spend, over half a million impressions, and gained valuable insights for future campaigns.
The Challenge
Running Effective Ads on a Tight Budget
This small publisher wanted to explore programmatic advertising without overextending their limited marketing budget. Their goal was to test the effectiveness of DSP retargeting while keeping ad spend minimal. The challenge was generating meaningful results with limited resources while ensuring strong visibility and return on investment.
The Solution
Strategic Retargeting for Maximum Impact
With guidance from the Master DSP course, the publisher:
Conservative Budget Allocation: Set a daily spend of $6.50 to manage costs while gaining consistent visibility.
Retargeting Only Strategy: Focused solely on retargeting website traffic instead of expanding into broader audience segments.
High-Impact Impressions: Kept a $1.99 CPM to maximize ad exposure, generating over 500,000 impressions.
Data-Driven Insights: Used performance data to plan future campaign expansions, including pooled audience targeting and segmenting by product type.
The Results
Exceptional ROI and Scalable Growth
The results far exceeded expectations for a small-budget campaign:
11.75x Return on Ad Spend: Efficient budget allocation delivered exceptional profitability.
Over 500,000 Impressions: Generated significant visibility despite the low spend.
Cost Control: Maintained a consistent $6.50/day ad spend throughout the campaign.
Expanded Marketing Plans: Inspired by success, the publisher is now expanding their efforts to include broader audience targeting and more segmented campaigns.
Key Takeaways
Lessons for Budget-Conscious Advertisers
Small Budgets Can Deliver: Strategic spending and precise targeting can yield impressive returns.
Focus Matters: Limiting campaigns to retargeting efforts helped maximize efficiency.
Education Empowers Strategy: Completing the Master DSP course provided the knowledge needed for a successful launch.
Data Drives Growth: Insights gained from the initial campaign are informing the next steps for expanded marketing efforts.
Conclusion
This case study demonstrates how even a limited budget can drive significant results when paired with a data-driven approach and the right tools. With the knowledge gained, this small publisher is well-positioned for continued marketing success.
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