Industry

Genealogy Services

Objective

Engage Users & Drive Conversions

Solutions

Native Retargeting


“We were looking for an advertising solution that would offer value to our customers without being too intrusive. SteelHouse was able to provide exactly that with native retargeting ads. Thanks to their organic feeling and engaging copy, they were exactly what we needed. They also provided us an opportunity to not only connect with our audience, but educate them as well.”

Clayton Conder

Marketing Director, Family Tree DNA

Native Retargeting Ad Results

  • Return on Ad Spend: 54% Increase VS Display

Bring on the Challenge

Family Tree DNA was looking to explore new advertising opportunities that would fit into their audience’s online experience in a more natural way. Native advertising was perfect for this, as its lifestyle imagery and engaging copy were well suited to add value to their audience’s time online.

Enter SteelHouse

SteelHouse kicked off the campaign by building an audience of all users who had visited the site within the last 30 days. Native ads were then leveraged across all devices and multiple vendors, including TripleLift, Taboola, Nativo, Google, and other industry leaders.

Different sets of native ads were used; multiple images and sets of copy were split test to appeal to a broad audience and provide an extra point of optimization, ensuring the right ad connected with the right audience.

With the combination of vibrant imagery and engaging copy, users were able to learn not only about Family Tree DNA, but genealogy and the benefits of learning about their family history.

The Results

Family Tree DNA saw excellent performance with their native retargeting ads. When compared to their display campaigns, they saw a 54% increase in ROAS.

By using native retargeting ads that educated their audience as well as caught their attention with vibrant imagery, Family Tree DNA was able to add value to their customers’ online experience with useful content that offered something different than standard display ads. Because of the success of their native retargeting campaign, they will continue to look for opportunities to connect with their audience in more creative ways.

“We were looking for an advertising solution that would offer value to our customers without being too intrusive. SteelHouse was able to provide exactly that with native retargeting ads. Thanks to their organic feeling and engaging copy, they were exactly what we needed. They also provided us an opportunity to not only connect with our audience, but educate them as well.”

Clayton Conder

Marketing Director, Family Tree DNA

Native Retargeting Ad Results

  • Return on Ad Spend: 54% Increase VS Display

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