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TD Canada Trust



Challenge


An Optimization Beacon enabled DSP competed head-to-head with the leading North American DSP in driving potential customers to TD’s website to open a new bank account and lower the Cost per Acquisition (CPA) of $98 by 50%.




Approach


Develop media strategy that best reaches the target audience and begin the programmatic media buy. Execute the campaign in 2 parts:

  • Place a series of banner ads on contextually relevant pages such as financial information, how to save, investing forums, etc.
  • Search keyword retargeting on demographically relevant categories such as new bank account, new savings account, etc.


Results


Within the 8-week campaign period, the CPA of a new bank account decreased from $98 to $5, measured on second click. Within days, Optimization Beacon enabled more than a 94% decrease in the cost of acquisition – 18% better than the leading North American DSP – by using the collected data to optimize the bidding process and find those customers most likely to respond.


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