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Nov 12

Case study: Choozle’s advertising strategies

Choozle is a business just like any other, and our B2B marketing and digital advertising strategies reflect that. As part of a larger, more well-rounded marketing plan, the team at Choozle uses its own proprietary technology to test, run, and measure success with its programmatic display campaigns across the U.S. and UK. (Don’t forget to read the accompanying choozlechat for a more in-depth look at our internal marketing & advertising strategies.)

View the case study below to learn more about which advertising strategies the Choozle team uses, how we got there, and the impacts they’ve made within our sales and marketing programs.

Case study: Choozle's advertising strategies

 

Our objectives and types of advertising strategies.

Choozle’s digital advertising objectives are to engage with prospective B2B and Client Direct clients, improve the quality of leads and requests for product demonstrations, and leverage a partnership with Dun & Bradstreet to reach a more targeted audience. The marketing team at Choozle used historical data and consistent optimizations to test and find success with retargeting, contextual keyword, and custom Standard Industrial Classification (SIC) Code audiences.

 

And the most effective advertising strategies are…

Retargeting is a consistently valuable targeting tactic because of its high click-through and conversion rates, contextual keyword targeting allows advertisers to target relevant web pages, and Dun & Bradstreet’s Standard Industrial Classification (SIC) Codes are used to target a more niche, ideal audience. Together, these three B2B marketing and advertising strategies have increased the overall quality of leads and click-through rates by more than 50 percent over six months.

Key results:

  • Increased click-through rate by 71 percent in six months
  • Fifty-eight percent YoY increase in marketing qualified leads
  • Twenty-nine percent of leads turned into new paying customers
  • $120 average cost-per-lead acquisition
  • 765:1 average return on ad spend (ROAS), versus 321:1 ROAS for paid search campaigns

“Our own marketing team is evidence that a team can scale with self-serve digital media buying. We grew our demand-gen program by quickly learning what drove the best results and making changes accordingly, and that wouldn’t be possible without having self-serve control.” –Megan Sullivan-Jenks, Director of Marketing & Communications

Next up: Hear from Megan on growing our marketing team from one to six in just a couple of years.

About The Author

Kate Marshall is the Marketing & Communications Manager at Choozle, a programmatic advertising technology company based in Denver, CO. In her role at Choozle, Kate leads efforts in content marketing including writing for and managing the company's blog, social media, and various SEO and PR strategies. Outside of the tech world, Kate is a certified yoga instructor and uses her personal brand to get real about mental health and wellness.

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