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Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
Case Study: A/B Testing B2B Offers with Retargeting
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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.

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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  • 1. CASE STUDY: RETARGETING Testing Offers with Retargeting to Drive More Leads
  • 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. • 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. • 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. Whitepaper eBook Conversions THE RESULTS The new eBook increased leads by 325%!
  • 6. Whitepaper eBook THE RESULTS Cost Per Acquisition Conversion rate increased by 300.29% and CPA decreased by 75.91%!
  • 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. 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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