CASE STUDY

CENTRIA Display Advertising

How CENTRIA Increased Site Engagement by 953% with KORTX

CENTRIA, a building and construction materials supplier, wanted to drive more site engagement and gain a deeper understanding of its online customer base through a digital display advertising campaign.

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Campaign Snapshot

Challenge: With an initial focus on click-through rate, CENTRIA faced the challenge of limited site activity and engagement.

Strategy: To address this challenge, KORTX modified the primary measurement KPI from CTR to landing page views to drive more qualitative site traffic.

Success: Total site actions increased by +953% following the primary KPI change. Furthermore, we discovered that 30% of all site actions lead to the Design Gallery Page.

RESULTS

953%

Increase in Site Actions

2,686

Total Site Actions

$6

CPA

“We focused on maximizing campaign performance. From previous campaigns, we knew that removing the CTR threshold would help deliver sweepstakes submissions more efficiently. Retargeting audiences (1P data) consistently drives the best results.”

Gunnar Eisenmenger

KORTX Account Manager

Challenge

With an initial focus on click-through rate, CENTRIA faced the challenge of limited site activity and engagement.

This priority restricted KORTX’s ability to gather meaningful insights from their online customer base and understand the user experience.

Strategy

To address this challenge, KORTX modified the primary measurement KPI from CTR to landing page views to drive more qualitative site traffic.

Our team tracked and optimized for page views through a view content tag via Axon Audience Manager. This change immediately impacted the digital display campaign, which targeted the intended audience of architects, designers, building owners, general contractors, and installers nationally.

Success

Total site actions increased by +953% following the primary KPI change. Furthermore, we discovered that 30% of all site actions lead to the Design Gallery Page.

This insight allowed KORTX and CENTRIA to better address future campaigns by optimizing against this popular, highly-engaged content on the website.