2024 CASE STUDY
Reaching Homeschool High Schoolers with Precision Targeting
How a College Used DSP to Engage
the Right Audience at a Lower Cost
A college aimed to increase engagement with homeschool high school students while minimizing ad spend. By working with Rebecca to implement a data-driven DSP strategy, they refined audience targeting to focus only on the 1.6 million pooled audience members actively engaging with high school-related resources and services. This hyper-focused approach reduced costs and significantly improved campaign efficiency. By pixeling their homeschool landing page, the college launched a retargeting campaign to maintain visibility while testing multiple ad creatives to better understand messaging preferences.
The Challenge
Engaging a Niche Audience Cost-Effectively
The college needed to connect with homeschool high schoolers but was facing increasing costs through traditional social media and search-based advertising. Targeting a broad audience without proper segmentation had resulted in wasted ad spend and lower conversions. Their challenge was to find a way to engage the right audience while controlling costs and improving messaging effectiveness.
The Solution
Precision Targeting and Retargeting with DSP
With Rebecca’s coaching and strategic insights, the college implemented a phased DSP campaign designed for maximum efficiency:
Audience Refinement: Narrowed the 1.6 million DSP pooled audience to focus solely on those interacting with high school-related content and services.
Pixeling the Landing Page: Added a pixel to the homeschool-specific landing page to capture visitor data for retargeting.
Layered Retargeting: Launched a retargeting campaign aimed at visitors who didn’t convert on their initial visit, ensuring continued visibility.
Message Testing: Created a variety of ad creatives with different messaging angles to determine which resonated most with the homeschool audience.
The Results
Increased Visibility and Conversion Efficiency
The data-driven campaign delivered measurable success:
Reduced Ad Spend: More precise audience targeting minimized wasted impressions.
Higher Engagement: Increased traffic to the college’s homeschool landing page.
Better Conversion Metrics: A measurable increase in requests for campus visits and information packets.
Audience Insight: The message testing provided valuable data to refine future campaigns.
Key Takeaways
What Made This Campaign Successful
Strategic Audience Refinement: Targeting only high school-related behaviors in the DSP pooled audience reduced wasted spend.
Data-Driven Insights: Pixeling the landing page allowed for better retargeting and campaign adjustments.
Varied Messaging Matters: Testing multiple creatives provided key insights for audience preferences.
Expert Coaching Makes a Difference: Rebecca’s guidance helped the college optimize every phase of the campaign.
Conclusion
This case study demonstrates how precision targeting, strategic retargeting, and expert coaching can help colleges connect with homeschool high schoolers more effectively, saving on ad costs while driving higher-quality engagement.
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