"We expected performance improvements after we switched our Display campaigns from manual bidding to Kenshoo's Display Bid2Val policy. However, we didn't expect such an improvement. We are now re-evaluating the role Display plays in our online marketing strategy."
Tatjana Kudla – Director Digital Marketing at LegalZoom
LegalZoom GDN Bid2Val

GDN Performance & Growth

81 %
CPA
55 %
Conversions

LegalZoom is a trusted online platform, helping businesses and families protect what matters most. Since our launch in 2001, we’ve helped close to 4 million people manage their legal needs. Driven by the belief that access to legal help is a fundamental right, we remain the principal innovative force in the legal industry. Offering helpful tools and convenient access to attorneys, LegalZoom is the go-to resource for modern legal solutions.

Challenge

LegalZoom’s Marketing team was finding it challenging to maintain a desirable CPA through their Google Display Network (GDN) campaigns. With manual bidding efforts, they were unable to make effective changes to keep up with the fluctuations that naturally occur in GDN campaigns. They needed a more automated solution to achieve the results they wanted.

Solution

The LegalZoom Marketing team decided to test Kenshoo’s new Bid2Val policy for Display with CPA as the value target. Through the automated bidding algorithm, LegalZoom would be able to manage bids more efficiently and target their unique business goals for each profile.

Results

LegalZoom tested with a selection of GDN campaigns before rolling out to the rest of their Display portfolio. The results were simply amazing. LegalZoom’s CPA decreased by 81% and Conversion volume increased by 55%! LegalZoom is now armed with a tool to make significant improvements across all of their GDN campaigns, and may even decide to change their current budget mix to increase volume through Display and Remarketing. Kenshoo’s Bid2Val Policy for Display gave LegalZoom the performance and the insights to make significant improvements to their overall marketing strategy.

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Challenge

  • High CPAs for GDN Campaigns

Solution

  • Kenshoo Display Bid2Val Policy

Results

  • 81% decrease in CPA
  • 55% increase in Conversions