Search Retargeting Performs for ADT Small Business Campaign

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ADT and agency Mindshare Leverage the Simpli.fi Search Retargeting Platform to Slash Costs Per Lead by 95%. ADT Small Business Campaign a Success.

Cost Per Lead Lowered by 95%

Search Retargeting Cost Per Lead vs. Benchmark Cost Per Lead

“Simpli.fi’s search retargeting strategy fit well with our approach to digital: be flexible and nimble to test, learn, then apply those learnings to gain strong performance."

ADT the leader in home security, today revealed the success of their online marketing efforts with search retargeting platform Simpli.fi. Faced with the challenge of expanding their reach while maintaining a low cost per lead, ADT and Mindshare turned to Simpli.fi to implement an online advertising campaign featuring search retargeting.

In choosing search retargeting, which targets display ads to browsers based on the search history of the browser, ADT looked to leverage its experience and expertise in search marketing to achieve success in display advertising. Using Simpli.fi, ADT achieved a cost per lead (CPL) 95% lower than their benchmark cost per lead. "It has always been challenging to find partners that work well within our small to medium sized business goals. Simpli.fi drove incremental volume within our business goals outside of our current media plans,” said Frank Rivera, Director of Online Marketing, ADT. “Simpli.fi’s search retargeting strategy fit well with our approach to digital: be flexible and nimble to test, learn, then apply those learnings to gain strong performance."

Mindshare’s willingness to experiment with different media tactics and explore all possibilities has proven beneficial to ADT, thus the partnership with the agency. "ADT is a leader in digital direct response, and we were excited to test with Simpli.fi to leverage their platform to drive ADT's SMB business forward,” said Danny Huynh, Managing Director, Mindshare.

In addition to driving leads economically, ADT achieved a click through rate (CTR) approximately 7 times higher than their benchmark click through rate. Highly effective creative assets combined with Simpli.fi’s extensive reach and advanced keyword-level optimization capabilities drove the strong performance. “ADT and the Mindshare team are great examples of forward thinking companies that are using the latest technologies to improve their marketing efforts. It is a pleasure to work with both of them,” said Frost Prioleau, CEO, Simpli.fi.

Simpli.fi’s superior results are enabled by its element-level targeting abilities, which provide more accurate targeting and more effective optimization the segment-level targeting used by most other DSPs. The capability to target and optimize using massive amounts of unstructured data powers Simpli.fi’s best-in-class search retargeting, highly granular site retargeting, keyword contextual targeting, algorithmic optimization, and many other features. Advertisers and agencies work with Simpli.fi through its intuitive self-serve user interface, through its client services group, or through its Application Programming Interface (API).

About ADT
ADT is the leading electronic security services and leader in home automation company in the United States. Founded in 131 years ago, ADT provides innovative, cutting-edge security solutions to 90% of Fortune 500 companies.

About Mindshare
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 115 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

About Simpli.fi
Simpli.fi is a new class of demand side platform (DSP) that provides more granularity, more transparency, and greater performance than first generation DSPs. The Simpli.fi platform is built to manage massive amounts of unstructured data, a capability that powers best-in-class search retargeting, highly granular site retargeting, keyword contextual targeting, our algorithmic optimization, and many other features. By combining the effectiveness of search marketing with the reach and the brand impact of display advertising, we “Simpli.fi” the lives of online advertisers. With a worldwide footprint, Simpli.fi allows marketers to execute campaigns across the purchase funnel through a completely transparent, self-service platform. To get started, contact us at sales(at)simpli(dot)fi or + 1-800-840-0768. Questions about this release should be directed to Katie Grayson, kgrayson(at)simpli(dot)fi.

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Katie Grayson
Simpli.fi
800.840.0768 119
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