Wasserstrom has two primary customer segments: their corporate customers who have established programs with Wasserstrom, and who tend to be reoccurring buyers with large order volumes, and their “public” customers who purchase less frequently and in small volume. Public customers are Wasserstrom’s primary targets for PPC advertising. Their biggest challenges they face include developing brand recognition and acquiring new customers in the public segment. 

Wasserstrom turned to Adlucent’s Audience Expansion solution to capture new audiences and increase efficiency in paid search. Adlucent started by using Wasserstrom’s public customer data to identify the key characteristics of their best buyers. We then added 3rd party data to create in-depth customer profiles. 

Adlucent was able to measure the impact that Audience Expansion was having on performance by creating test and control groups in Wasserstrom’s existing campaigns. During the first 90 days, performance for the test group grew significantly. Without increasing spend, search revenue increased 61% and PLA revenue was up 51%. Revenue in our test group increased without an impact on spend. Wasserstrom also captured new audiences that had not previously shopped with them before.