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CASE STUDY: RETARGETING
Testing Offers with Retargeting to Drive More Leads
• Tripwire was running paid search campaigns, including search,
remarketing, and display. Campaigns were meeting targets,
...
• Tripwire had developed a new content type for assets –
an eBook titled “Security Configuration Management for
Dummies”
•...
• An A/B test was
implemented to test
the eBook against an
existing IT Security
whitepaper
• Success metrics:
1. Increase
...
Whitepaper eBook
Conversions
THE RESULTS
The new eBook increased leads by 325%!
Whitepaper eBook
THE RESULTS
Cost Per Acquisition
Conversion rate increased by 300.29% and CPA decreased by 75.91%!
• The eBook vs whitepaper test has been
expanded to other channels
• This case study serves as a reminder that A/B
tests n...
CONTACT US TODAY!
WWW.ADD3.COM
FOLLOW US
www.add3.com/insights/
@add3com
YOU COULD BE OUR NEXT CASE STUDY!
LET’S WORK TOGE...
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Case Study: A/B Testing B2B Offers with Retargeting

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This case study demonstrates the effectiveness of retargeting to test different offer types. We showcase an A/B remarketing test that drives significant gains in campaign performance.

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Transcript of "Case Study: A/B Testing B2B Offers with Retargeting"

  1. 1. CASE STUDY: RETARGETING Testing Offers with Retargeting to Drive More Leads
  2. 2. • Tripwire was running paid search campaigns, including search, remarketing, and display. Campaigns were meeting targets, but Tripwire wanted more leads in the “security” category. THE CHALLENGE • Tripwire’s current security whitepapers demonstrated low conversion rates. • No additional funds were available for paid search efforts and the IT Security industry has a high level of competition.
  3. 3. • Tripwire had developed a new content type for assets – an eBook titled “Security Configuration Management for Dummies” • The eBook stood out from the crowd because the bulk of the other offers out there were “whitepapers” • We suggested leveraging this asset within the retargeting campaign. THE SOLUTION
  4. 4. • An A/B test was implemented to test the eBook against an existing IT Security whitepaper • Success metrics: 1. Increase conversions 2. Decrease CPA THE SOLUTION Whitepaper eBook Group A: IT Security Whitepaper Group B: Security for Dummies eBook
  5. 5. Whitepaper eBook Conversions THE RESULTS The new eBook increased leads by 325%!
  6. 6. Whitepaper eBook THE RESULTS Cost Per Acquisition Conversion rate increased by 300.29% and CPA decreased by 75.91%!
  7. 7. • The eBook vs whitepaper test has been expanded to other channels • This case study serves as a reminder that A/B tests need to feature significantly different content to be effective/conclusive • Retargeting is an effective channel and ads should be tested there as well. • It’s not enough to just do retargeting – you have to optimize these campaigns as well! CONCLUSIONS & NEXT STEPS
  8. 8. CONTACT US TODAY! WWW.ADD3.COM FOLLOW US www.add3.com/insights/ @add3com YOU COULD BE OUR NEXT CASE STUDY! LET’S WORK TOGETHER
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