AdRoll Prospecting allows advertisers to pool first-party customer data, creating a set of potential customers in the AdRoll IntentMap. So far, more than 1,000 advertisers have opted in, ranging from small businesses to large enterprises. This gives them access to more than a billion diverse (yet anonymous) user profiles.
AdRoll president and CMO Adam Berke talked about the new development in a press release:
This launch represents a new chapter in AdRoll’s mission of helping performance advertisers. AdRoll Prospecting and the IntentMap represent a new way for marketers to leverage their valuable customer data, using it as a currency to gain access to high value audiences. When diversified first-party data is pooled at scale, our entire network benefits with better performance and incremental new customers.
Once an advertiser has opted-in to participate in AdRoll’s IntentMap, the Prospecting platform targets the net new user that have similar behavioral patterns to the business’ existing customers — essentially opening up a Lookalike Audiences-type targeting to AdRoll clients. AdRoll notes that when one person is in the market for a product, they’re often a good candidate for similar, complementary products.
Advertisers using Prospecting have seen an average of 10 percent lift in engagement, compared to organic. ZenPayroll, a beta client, saw an 8x lift in retargeting clicks and a 20 percent rise in conversions.
Karl Newlin, PPC marketing specialist at ZenPayroll, has been satisfied with AdRoll Prospecting:
Our experience to date with AdRoll Prospecting has been great. We target small businesses and AdRoll has been able to deliver us high quality leads right from the start of our campaign. Not only is Prospecting exceeding our cost-per-acquisition (CPA) goal, but the new audiences generated by these campaigns see an 8X click-through-rate (CTR) on retargeting campaigns compared to other sources. The big benefit of Prospecting is the unique data set, which allowed us to easily reach our niche of potential customers in a way we couldn’t with other platforms.