Turning a Targeting Challenge into an Opportunity
In the world of digital advertising, precision targeting is a key ingredient for success, especially when promoting niche products. But what happens when the platforms we rely on suddenly remove the very targeting options that help us connect with the right audience?
The Challenge
Our client's product – health insurance for Israelis relocating abroad – is highly specific. Due to regulatory changes, Meta removed targeting options related to relocation, making it much harder to find and engage the right audience.
Our Solution
We identified a crucial insight: one of the most significant steps in planning a move abroad is selecting an international school for children. We compiled a list of international and local schools worldwide where Israeli families typically enroll their children, and used Meta's audience tools to target parents interested in these schools, focusing on parents in Israel with children aged 6-18.
The Results
- 194.3% increase in CTR YOY, demonstrating significantly higher engagement with ads