OptionsHouse was looking to increase the share of options brokerage accounts opened, as they produced higher value accounts versus equities accounts.
Our paid media strategy included paid search, paid social, programmatic and direct buys. Paid search acted as a net for remarketing, while paid social targeted specific influencers, groups, handles, etc. that indicated interest in options trading. Programmatic utilized a variety of different tactics to eliminate media waste and target only users interested in options trading. Direct buys were focused on very niche, options-specific sites.
Through each channel, we specifically targeted users who had shown an interest in options trading and optimized our spend to reach them.
Of the 100 accounts produced for OptionsHouse, 80 were options specific. We also found these accounts at a CPA that was 10% lower than the historic benchmark average.
