Catalyte Campaign Report
Overview
What i did
I spent 8 weeks training with Catalyte learning biddable and programmatic marketing. As part of the final project, I developed a Retargeting – Display campaign with a budget of $100. I built and optimized the campaign in Trade Desk. By pulling various reports, I was able to identify key areas to target or minimize while the campaign was live, resulting in a successful campaign.
At the end of the campaign, I built an interactive report using Google Data Studio and presented the results to key stakeholders.
About Catalyte:
Catalyte has been a pillar of the tech community for its development of tech talent. For more than 20 years, they have produced high-performing, diverse, and cost-effective technology workforces.
This campaign focused on retargeting for the Digital Media Planner program (More Info). The program gives a foundation in digital marketing to a diverse group of individuals who show aptitude through an exam and interview process. Regardless of education or background, Catalyte builds digital media planners, traders, and buyers, through a rigorous 8-week training course.
Campaign IO:
I was given an insertion order and Impression Schedule describing the details of the campaign.
Campaign Name: Catalyte - Retargeting - (Bonnie Pope)
- Ad Group Name: Catalyte Recruiting
Impression Schedule:
Flight Dates: 12/28/22 - 1/3/23
Budget Total: $100
Impression Budget: 20,000
CPM: $5
Client Goal:
- People signing up via the Registration page
KPIs:
- Conversion Tracking
- Home Page
- Digital Media Apprentice Page
- Registration
- About Us
- Catalyte Digital Media Program Info
Geo-Targeting:
- United States – DMA – Seattle-Tacoma WA
- United States – DMA – Chicago IL
- United States – DMA – Philadelphia PA
- United States – DMA – Boston MA-Manchester NH
- United States – DMA – Austin TX
- United States – DMA – Miami-Ft. Lauderdale FL
Notes:
- Please Include Brand Safety, Fraud and TTD Block List,
- Please add Time of Day 6am-12pm (mid-night)
- Please minimize “games” inventory
Creative:
- Several ad Formats were provided
- 300×50
- 320×50
- 160×600
- 728×90
- 300×600
- 300×250
Results:
Despite the brief flight and limited audience, the campaign performed well, exceeding CTR goals and generating multiple conversions and a registration. Conversions continue to increase and CPA decreases as View Through conversions continue to be attributed to this campaign.
I utilized data from a retargeting ad that had been running for some time to make informed decisions regarding the build and optimizations of the campaign. The Retargeting – Display Ad Group had a similar retargeting audience and geographic targets, making the data extremely useful both before and during the campaign.
Reports detailing how, when, and where the audience viewed, or interacted, with the ad are vital to building better ads in the future. In this case, the data from the Catalyte Recruitment Campaign Display supported a hypothesis that our users often view an ad on mobile devices, but convert on PC.
The Catalyte – Retargeting – (Bonnie Pope) campaign confirmed that data. As a result, Catalyte can intelligently target PC users in future conversion campaigns.
A look-a-like audience would increase scale, impressions, and reach which may lead to more conversions.
As mentioned above, users were more likely to convert on PC, but conversions were also more likely to be on a Chrome browser. Building campaigns that optimize for Chrome users on PC may increase conversion rates.
The Chicago area received the highest rate of interactions. Therefore creating a Chicago DMA ad group and focusing on generating conversions in that area could further grow the audience and registrations.
