HostGator is a global provider of web hosting and related services. Founded in a dorm room at Florida Atlantic University by Brent Oxley in 2002, HostGator has grown into a leading provider of web hosting. As a flagship brand of Endurance International Group, their mission is as simple as it is aspirational: to bring together technology, people, products, and data to create solutions that empower small business.
HostGator was already leveraging Kenshoo to successfully scale their paid search programs but knew that it was becoming increasingly important to leverage Facebook and Instagram marketing as well. However, Facebook was a new channel for the team, and they needed to be able to launch as well as manage their paid social program at scale. Their ultimate goal was to be able to target users who’ve shown intent efficiently on Facebook and Instagram to continue to grow their overall business. Seeing as though the HostGator team was already seeing impressive results leveraging Kenshoo for paid search, they decided to onboard their social program as well.
Since HostGator leverages Kenshoo for both search and social, they employed Intent-Driven Audiences™ (IDA) to retarget users who’ve shown search intent with Facebook and Instagram ads. But their stellar audience strategy doesn’t end there! The team also created lookalike audiences out of their IDA audiences, so they can expand their reach of high-quality leads. Lastly, they excluded the IDA audiences from other audiences within the HostGator campaigns in order to reduce audience overlap and increase efficiency.
HostGator’s tracking and measurement is powered by the Kenshoo Pixel. The team leveraged a single tracking group in order to have visibility into the entire customer journey.
The lean team was able to launch and optimize their campaigns at scale thanks to Kenshoo’s workflow automation and streamlined creation flow.
The results were impressive! Within two months, the team saw a 40% lower cost per acquisition compared to their remarketing campaigns before Intent-Driven Audiences™.