By using a combination of programmatic prospecting and retargeting activity and rigorous A/B testing of copy, Green Park Content distributed a series of thought leaderships articles with eye-catching headlines, relating to UK and Pan-European societal and financial issues on contextually relevant news and finance sites.
Before launching the campaign, we planned our strategy using our in-house ‘Performance Cell Targeting Grid’; an internal tool that identifies key factors and testing components we wanted to challenge and explore throughout the campaign
Not wanting to jump to any preconceptions about their audience, BlackRock were keen to start broad with targeting and narrow as the campaign progressed. Alongside the copy A/B testing we also explored the testing of devices, environments, regions within the UK and specific publisher whitelists to garner more insight into the BlackRock audience, and how we could grow and understand them moving forwards.
We employed a Cost per Click biding strategy throughout the campaign to maximise the budget and minimise wastage.