Add3.com

This case study demonstrates the effectiveness of retargeting to test different offer types. We showcase an A/B remarketing test that drives significant gains in campaign performance.

Client Profile b2b retargeting case study

Tripwire’s IT security software reduces risk, ensures systems and data security, and automates regulatory compliance. Tripwire offerings solve the security configuration management, continuous monitoring, and incident detection problems facing organizations of all sizes, as stand-alone solutions or in concert with other IT security controls.

The Challenge

Tripwire’s paid search (PPC) & retargeting campaigns were meeting targets, but they really wanted to generate more leads in their security vertical, generate more awareness of their security offerings amongst those already familiar with their brand, and accelerate existing leads along the sales funnel by introducing their security capabilities.

The Solution

  • Retargeting was identified as a good starting point.
    • Keywords in the “security” vertical are expensive and “shelf space” on the search results page is very competitive
  • Test a new offer type – an eBook – vs existing white papers
    • White papers are very common offers in the industry, and “feel” very undifferentiated. The eBook was a fresh take

The Results

Results of the Retargeting A/B test

  • Conversions: The eBook generated 325% more leads than the white paper
  • Conversion Rate: The eBook performed at a rate 300% higher than the competing white paper
  • Cost per Conversion: The eBook’s cost per conversion was nearly 76% lower than the paper

The eBook offer is now being tested across other channels.

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Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn

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