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Case Study:  RealAge 

Guaranteed CPA performance with quality publishers

Testimonial

"Turn is a performance-based market through and through. If you're a direct response advertiser, you should be testing Turn."
Ron Grinblat, marketing director, RealAge, Inc.

Challenge

Americans love to look and feel younger than their age. RealAge.com has responded with a leading website that inspires its members to pursue their health and wellness goals by making their RealAge younger. The site is the home of the best-selling RealAge and YOU books and features the patented RealAge Test, used by over 17 million people to measure their RealAge and for following a personal plan to make their RealAge younger.

As a classic direct response advertiser, RealAge acquires new members through Cost Per Action (CPA) direct marketing campaigns. Ron Grinblat, the marketing director, faces the inherent challenge that all direct response advertisers must deal with—reaching new audiences and acquiring new members within a strictly targeted CPA budget.

Until recently, the company managed ad campaigns directly with publishers and through an online agency. Grinblat had chosen not to work with ad networks, because he was not willing to risk his ad budget with the uncertain performance of CPM pricing and unknown publishers. However, when he discovered Turn, the first bidded CPA ad market, he considered it an ideal opportunity to branch out and conduct his first ad market test.

Solution

Beginning with a trial campaign, Grinblat auditioned Turn using the self-serve advertiser console. A key requirement was for Turn not to add any work to his already-overloaded day, and Grinblat's immediate reaction to Turn's campaign wizard was two thumbs up—it was intuitive and fast.

The first step in setting up the campaign was to upload existing creatives, each in five standard IAB sizes. The second was to define the CPA goal. For RealAge, the "A" of CPA is a member opt-in (defined as registration and agreement to receive emails) for 40+-year-old adults in the U.S. Once the goal was defined, Grinblat decided where to place the beacon, indicating when the desired action occurred. Turn provided the ability to control the precise location.

Another key requirement was for little or no ongoing maintenance, and Turn excels there as well. Because Turn uses automatic targeting, once the campaign is turned on, there are no keywords to manage, no categories to update, and no bids to manipulate. "With Turn, you don't have to sit there and watch your campaign continuously. I think of Turn as a classic case of 'set it and forget it'."

RealAge auditioned its first campaign with Turn in late 2006 and been running campaigns with the Turn Network continuously since then.

Results

"RealAge simply got going with Turn and never looked back," says Grinblat. "In the first month, we were pleased to get 10 opt-ins, and I would have kept going at any volume because it's so easy. But now our spending is over 5-digits per month, and the opt-ins just keep growing."

Since the Turn launch, other markets and networks have adopted CPA pricing, and RealAge is now using several different partners using this pricing method. Yet Turn remains the highest performer by delivering more volume at the CPA target. "There's simply more qualified traffic—that's where Turn is different."

Another way Turn breaks away from the crowd is its team of account managers. In Grinblat's view, "There are very few companies in the industry who really understand direct response, but the Turn people are experts. Whenever I have a question, they dig, do their due diligence, and get me a detailed answer. It's a huge help to be able to lean on the Turn team."

Recommendations

Grinblat has this advice for advertisers who are considering Turn:

• "You may be carrying some baggage from the early days of CPA, when it was often associated with co-registration and heavy-handed lead generation tactics. But CPA has really matured. You can trust your brand with a company like Turn."
• "Of course, there's less measurement needed for CPA campaigns. But even if you're running CPM or CPC with goal seek, you never have to examine whether your bid price is backing out. For me, the beauty of CPA is that it's pure autopilot."
• "Go ahead and start your campaign using self-service. You can always earn your way into becoming a managed account. And when you do, you can expect excellent service."

For more information about using the Turn Network, contact us.