case study Surpassing Online Cost per Acquisition (CPA) Goals with Financial and Economic- Based Audience Targeting Challenge: Improve CPA and Audience Targeting for Online Ad Campaigns A leading financial firm was running an online display advertising campaign promoting a subscriptionbased tool that helps consumers manage their finances. The core criterion for determining which consumers would receive the ad for the tool was age, so ads were targeted to those consumers in a particular age group. At first glance, the campaign was doing well – new customers were subscribing for the tool and the CPA of $50 was matching the front-end performance of previous online campaigns. Solution: Utilize Financial and Economic Measures to Target Qualified Online Prospects and Lookalikes of Pre

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