A provider of pharmaceuticals for companion animals was looking to drive awareness among their target audience and encourage pet owners to ask their veterinarian about their products. They enlisted the help of Grenis to utilize new geo-fencing technology and several other programmatic advertising tactics with the goal of achieving a .1% CTR.
Grenis and the advertiser developed a comprehensive strategy of geo-fencing, keyword search retargeting, category contextual targeting, and site retargeting. The team built custom-shaped geo-fences around veterinarian offices and dog parks in several markets where the products are offered, while keywords and categories targeted those searching for and reading about flea prevention, ticks, heartworm medicine and more.Â With quick learning after campaign launch, Grenis and our multivariate algorithms made mid-flight adjustments to improve performance, including removing poorly performing geo-fences, keywords, and domains.
Grenis delivered a CTR of .34%, more than tripling the clientâ€™s initial goal of .1%. The CTR for video was .63% and .31% for display, and the video creative experienced a 75% completion rate.