A New Strategy
That Reduced CPA
and Increased Conversions
The Challenge
How can brand visibility and cost efficiency be protected during periods of unstable sales?
For Benefit Systems, a leader in the employee benefits market, the main challenge was maintaining strong brand visibility in search results while controlling costs in a highly competitive market, especially during high-season periods like the pre-holiday season.
The previously used Target Impression Share (tIS) strategy effectively secured impression share but did not allow for CPA management, which led to frequent and sudden cost increases and made it difficult to meet monthly KPIs. Benefit Systems needed a solution that balanced strong visibility with cost efficiency.
The Strategy
Changing the bidding model from Target Impression Share to tCPA in brand campaigns.
Salestube decided to test a conversion maximization strategy with a target CPA (tCPA) in brand campaigns. The test was launched on April 1, 2025, on one campaign.
tCPA as an alternative to tIS made it possible to maintain a high conversion volume while keeping acquisition costs under control.
Optimization for dynamic market conditions – the new strategy responded effectively to changes in demand, especially during periods of increased traffic.
Maintaining brand visibility – a key assumption was finding the right balance between costs and impression share.