E-commerce Marketplace Cuts CPA 34% with Full-Funnel DV360 Strategy
Restructured a fragmented display setup into a full-funnel DV360 program with dynamic remarketing, cutting CPA by 34% while scaling spend 2.1x.
- -34%
- Cost per acquisition
- 2.1x
- Media spend scaled profitably
- +61%
- CTR vs static creatives
- -28%
- Effective CPM
The Challenge
The marketplace ran display through three ad networks with overlapping audiences, no unified frequency control and rising acquisition costs. Attribution was double-counted across vendors, and creative refresh cycles took weeks.
Peak-season CPAs had grown 46% year over year while reach plateaued.
The Solution
We consolidated buying into a single DV360 seat with a full-funnel architecture:
- Prospecting on custom-intent and in-market audiences across display, YouTube and CTV
- Dynamic remarketing powered by Google Merchant Center feeds with frequency-managed sequential messaging
- Supply-path optimization to ads.txt-verified exchanges, removing resold inventory
- Unified conversion tracking through Floodlight with data-driven attribution
The Results
Within two quarters the program scaled spend 2.1x while improving every efficiency metric. Unified frequency capping alone recovered an estimated 12% of wasted impressions, and feed-based dynamic creatives lifted CTR 61% versus static banners.
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