This case study demonstrates the effectiveness of retargeting to test different offer types. We showcase an A/B remarketing test that drives significant gains in campaign performance.

1. CASE STUDY: RETARGETING
Testing Offers with Retargeting to Drive More Leads

2. • Tripwire was running paid search campaigns, including search,
remarketing, and display. Campaigns were meeting targets,
but Tripwire wanted more leads in the “security” category.
THE CHALLENGE
• Tripwire’s current security whitepapers demonstrated low
conversion rates.
• No additional funds were available for paid search efforts and the IT
Security industry has a high level of competition.

3. • Tripwire had developed a new content type for assets –
an eBook titled “Security Configuration Management for
Dummies”
• The eBook stood out from the crowd because the bulk of
the other offers out there were “whitepapers”
• We suggested leveraging this asset within the retargeting
campaign.
THE SOLUTION

4. • An A/B test was
implemented to test
the eBook against an
existing IT Security
whitepaper
• Success metrics:
1. Increase
conversions
2. Decrease CPA
THE SOLUTION
Whitepaper eBook
Group A:
IT Security
Whitepaper
Group B:
Security for
Dummies
eBook

5. Whitepaper eBook
Conversions
THE RESULTS
The new eBook increased leads by 325%!

6. Whitepaper eBook
THE RESULTS
Cost Per Acquisition
Conversion rate increased by 300.29% and CPA decreased by 75.91%!

7. • The eBook vs whitepaper test has been
expanded to other channels
• This case study serves as a reminder that A/B
tests need to feature significantly different
content to be effective/conclusive
• Retargeting is an effective channel and ads
should be tested there as well.
• It’s not enough to just do retargeting – you
have to optimize these campaigns as well!
CONCLUSIONS & NEXT STEPS

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