Factual helps WP Engine reach new prospects and create an effective retargeting strategy
After finalizing its rebrand in 2018, WP Engine, a technology company that provides managed WordPress hosting for websites around the world, wanted to reach a larger pool of prospects. Specifically, the company sought to drive traffic to its rebranded website in three key markets: the U.S., New Zealand and Australia.
In addition to reaching new prospects, the WP Engine team wanted to create an effective retargeting strategy so they could drive conversions on their site and reinforce their messaging with interested prospects.
To build custom audiences, WP Engine used Factual Audiences, a targeting product that enables marketers to build custom, scalable audiences based on real-world behavior data. By leveraging Factual’s Audience Designer, a tool for building nuanced audiences based on Factual’s demographic attributes and Behavior Profiles, which are pre-built based on consumers’ real-world behavior, WP Engine created two different segments in its three desired markets—Digital Agency Employees and Web Developer Conference Attendees.
To execute a retargeting strategy, WP Engine worked with SteelHouse, an advertising software with an easy-to-use retargeting platform. The businesses used Factual custom segments, as well as other audience data segments, to run a prospecting campaign with The Trade Desk. Users who interacted with the ads and website were moved into a retargeting pool.
Using Factual to create custom audiences drove more than 6,200 Verified Visits to the rebranded WP Engine site, at an average Verified Visit Rate of 0.06% across all three markets. These KPIs were far higher than those generated by the other audience segments—the ones not created with Factual high-quality location data.
“The CTR on our Factual Audiences are far exceeding other data elements we’ve been using. Combined together they’re an ideal balance of high CTR and conversion rates. We’re clearly hitting the right people now, and users are interacting with our ads and ultimately falling into our RT cookie pool.” -Steelhouse