LEADING LIFESTYLE WEBSITE AND WOMEN’S MEDIA PLATFORM SEEKS TO INCREASE NEW VISITOR ACQUISITION
Personalized Retargeting And Dynamic Display Ads Work Together To Produce Higher Click Rates.
SheKnows.com is an award-winning women’s media platform and top lifestyle website with more than 40 million unique visitors per month. She Knows, LLC wanted to increase new visitor acquisition using their wealth of content and articles.
Content-driven dynamic ads
The ads were designed to attract engagement and clicks based on the merits of SheKnows’ content instead of using splashy animations and gimmicky ad copies. By leveraging existing RSS feeds, SheKnows was not required to do any integration work. Another benefit of RSS-based creatives is automatic year-round relevance.
As seasons change so do the topics featured in the ads, yielding a significant performance boost. Geo-targeting at a DMA level, auto managing under-performing DMAs, and retargeting users which have historically clicked on SheKnows advertisements were also implemented.
By employing the following media optimization strategies, FocusX was able to boost the CTR by 2.5x from a respectable 0.18% to an impressive 0.46%. A 155% click-through rate lift was achieved after switching from static JPEG to dynamic HTML ads and A/B testing creatives.
Cross-device targeting with HTML5
Flash-based dynamic ads would have been restricted mostly to laptops and desktops, but with HTML5 dynamic ad creative, virtually any device can be targeted, including iPhones, iPads, and other smartphones and tablets. Due to the casual nature of SheKnows content, it was critical to reach readers during leisure time on tablets and smartphones, making HTML5 a perfect creative format for achieving maximum audience reach and engagement.