sas casestudy v2 · sas visit linkedin.com/ads sas uses linkedin programmatic display ads to reach...

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SAS Visit linkedin.com/ads SAS uses LinkedIn Programmatic Display Ads to reach their target audience more effectively in a premium environment at a fraction of the cost. Client Objective/Challenge In the first quarter of 2018, SAS wanted to run an ad campaign to drive downloads of their whitepaper. SAS had display ads they wanted to run to reach a key target audience Their target audience was HR professionals in business who could utilize their software. Historically, this niche group has been difficult to target through third-party data. Solution LinkedIn’s programmatic team developed a custom segment to target HR managerial professionals for companies with 1000 or more employees. With a goal of driving conversions through downloads of whitepapers, LinkedIn performed so well that there was little need to optimize. Aside from one frequency adjustment, the campaign was plug-and-play, giving the SAS ad buy high visibility at effective rates. Industry: TECHNOLOGY Region: US Results LinkedIn’s CPA was 10% the cost of the most expensive publisher! • The SAS team ran ads on about 200 sites and used 5 data partners to layer on data, of all of them, LinkedIn generated more whitepaper downloads to drive leads further down the marketing funnel. Outside of adjusting frequency once, the campaign was plug-and-play! Conversions LinkedIn 1,070 83 1 8 55 Pub 1 5 Pub 2 Pub 3 Pub 4 Pub 5 CPA ($) 0 200 600 1000 800 1,200 1,400 1,600 400 20 40 60 0 80 100 500 1000 1100 Conversions CPA Top Performers

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Page 1: SAS CaseStudy V2 · SAS Visit linkedin.com/ads SAS uses LinkedIn Programmatic Display Ads to reach their target audience more effectively in a premium environment at a fraction of

SAS

Visit linkedin.com/ads

SAS uses LinkedIn Programmatic Display Ads to reach their target audience more effectively in a premium environment at a fraction of the cost.Client Objective/ChallengeIn the first quarter of 2018, SAS wanted to run an ad campaign to drive downloads of their whitepaper. SAS had display ads they wanted to run to reach a key target audience

Their target audience was HR professionals in business who could utilize their software. Historically, this niche group has been difficult to target through third-party data.

SolutionLinkedIn’s programmatic team developed a custom segment to target HR managerial professionals for companies with 1000 or more employees.

With a goal of driving conversions through downloads of whitepapers, LinkedIn performed so well that there was little need to optimize. Aside from one frequency adjustment, the campaign was plug-and-play, giving the SAS ad buy high visibility at effective rates.

Industry: TECHNOLOGY Region: US

Results• LinkedIn’s CPA was 10% the cost of the

most expensive publisher!

• The SAS team ran ads on about 200 sites and used 5 data partners to layer on data, of all of them, LinkedIn generated more whitepaper downloads to drive leads further down the marketing funnel.

• Outside of adjusting frequency once, the campaign was plug-and-play!

Conversions

LinkedIn

1,070

83

18

55

Pub 1

5

Pub 2 Pub 3 Pub 4 Pub 5

CPA ($)

0200

600

1000

800

1,200

1,400

1,600

40020

4060

0

80

100500

10001100

Conversions CPA

Top Performers