The marketplace is becoming more and more competitive in search. As more advertisers onboard and participate in search, we have to find new ways to reach consumers when they're ready to take action. In order for ADT to continue to grow our business, we have to continue to test and find new sources of qualified leads to drive our business forward.— Frank Rivera, Digital Director of Marketing, ADT
With the goal of driving increased lead volume at an efficient CPL for ADT, Mindshare launched 30-day test campaigns with four vendors: adMarketplace, a social vendor, a search retargeting vendor, and a search engine. adMarketplace ran campaigns for ADT's residential line of business, using top brand terms and top-performing general terms. During the first two weeks of the campaign, adMarketplace's Search Marketing Analysts monitored daily performance by identifying the highest performing traffic sources, top-converting keywords, and the most efficient bid prices. After evaluating a large enough sample size of data, adMarketplace aggressively optimized the campaigns to ensure that ADT would achieve its performance goals by the end of the 30-day period.
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adMarketplace has been a great new partner in driving additional incremental leads, and proved to be the only vendor tested to drive leads at an efficient CPL.— Frank Rivera, Digital Director of Marketing, ADT
We tested adMarketplace against other digital direct response vehicles and were very happy with the results. adMarketplace outperformed strong direct performance marketing vehicles such as display search retargeting, a search engine, and a direct-response social media platform.— Danny Huynh, Senior Partner Group Director, Mindshare
Mindshare is one of four global WPP media agency networks within GroupM, along with Maxus, MEC, and MediaCom.
ADT is the leading electronic security services company in the U.S.