Context
Business challenge
Non-brand traffic delivered inconsistent acquisition economics, while the audience that actually bought differed from the obvious age-group assumptions.
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A two-month test reduced student acquisition cost by a factor of 3 while maintaining sales volume.
Objective
What needed to change
Test age segments, maintain sales volume and reduce student acquisition cost.
What we did
Segmented traffic using age-based bid adjustments
Tested audiences and their contribution to sales separately.
Ran a two-month test
Gave campaigns time to collect data without drawing hasty conclusions from the first few days.
Focused the budget on the buying audience
Prioritised the 45-54 segment, which accounted for most sales.
Results
The 45-54 audience generated 90% of sales. Channel CAC fell by a factor of 3 while sales volume stayed the same.
- 90%
- of sales from the 45-54 audience
- ×3
- reduction in channel CAC
- 2 months
- test duration
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