Ideal Image is a leading provider of laser hair removal services for consumers who want to build their self confidence and enjoy the ease of no longer shaving. However, Ideal Image had exhausted their market saturation through existing advertising channels, such as radio and paid search, and needed Inovāt to find additional methods to reach their target audience of high-end consumers.
In order to test new digital advertising techniques, Inovāt first needed to research the Ideal Image brand, their services and their competitors. We then set off to create campaign assets such as banner ads, landing pages, unique messaging and compelling offers that aligned with their sales goals.
With these assets, Inovāt tested two things; contextually-targeted display advertising and retargeting campaigns. Contextually-targeted display advertising means that ads shown on various display networks (Google, Facebook, Yahoo, etc.) are based upon keywords and themes within the webpage content. We also tested retargeting campaigns, displaying ads across various ad networks to users that visited Ideal Image but did not convert into a lead. Additionally, using third-party data, we targeted the audience based upon their income level to reach affluent consumers.
While the contextually-targeted display ads created brand awareness in new markets for Ideal Image, they did not achieve the same cost per lead as their paid search campaigns - a feat not easily done. Retargeting, on the other hand, was not only able to reach the goal, some campaigns were as much as 68% below the goal cost per lead.