“Fixel is by far the best plug-and-play method of building high-quality audiences that I’ve come across. By removing all of the guesswork from audience creation, it has given us better control of our remarketing campaigns and improved performance all round”
- Rafael Gomez, Senior Digital Marketing Manager, Endurance Brands

20 %
Avg. CPA Decrease

About Endurance

Endurance International Group’s brands (domain.com, HostGator and Bluehost to name just some) empower millions of small businesses worldwide with products and technology to vitalize their online web presence. Endurance has been using Kenshoo’s search and social platform for over three years to help drive sign-ups for the hosting services it provides.

Taking the Guesswork Out of Target Audience Creation

Endurance had been creating custom audiences within Facebook to retarget visitors based on basic intent signals. Not only was this time consuming to do within the native platform, there was also a lot of guesswork involved in creating audiences that may or may not be considered “high-intent”.

Recognizing this as a challenge, and knowing that Endurance is always on the lookout for new solutions to improve campaign performance, Kenshoo proactively reached out to the team with an exciting opportunity to test cutting edge AI Audience Segmentation technology from its data intelligence partner, Fixel.

The Power of AI-Segmented Audience & Analytics 

Following a discovery call with Kenshoo’s Client Success Team, Endurance agreed to test Fixel’s intent audiences across three of its hosting services – Domain.com, HostGator and Bluehost. They leveraged the following features:

  • Retargeting Audiences – Using Fixel’s AI learning across 48 different data points, users to each site were scored in real-time based on their site actions, giving Endurance deep insights beyond just site visits. User engagement scores were implemented to automatically build audience segments based on three machine learning qualifying factors – basic, mid, and high site engagement over a 30-day period. This empowered Endurace to identify and remove unengaged users and optimize retargeting campaigns towards the higher intent users which ultimately drove down CPA.
  • Lookalike AudiencesEnhanced lookalikes with similar intent to scale reach beyond their core audience.
  • AI Analytics – Combined with Kenshoo’s Analysis Grid, they were able to get granular insights into top-performing audiences from which to further optimize campaigns.

More Insights. More Control. Better Results. 

After implementing Fixel, Endurance saw CPA decrease by an average of 20% month-over-month across all three sites:

  • Domain.com: 24% drop in CPA
  • HostGator: 28% drop in CPA
  • Bluehost: 9% drop in CPA

Challenge

  • Endurance wanted to save time and take the guesswork out of creating custom audiences within Facebook to retarget visitors based on basic intent signals.

Solution

Endurance test Fixel AI Audience Segmentation to create high-intent Retargeting Audiences while expanding their reach beyond their core audiences with Lookalike Audiences. Also, using Kenshoo Analysis Grid, they were able to get granular insights into top-performing audiences to further optimize campaigns 

Results

  • Domain.com: 24% drop in CPA
  • HostGator: 28% drop in CPA
  • Bluehost: 9% drop in CPA