Ads were geographically targeted to an eight-state region, as well as demographically and behaviorally targeted. This information was used to optimize our online display ads rather than actual keyword marketing.
Tracking data was gathered that included the number of ads the user was exposed to, click-throughs, etc. Users were also tracked as they navigated the web until ending up at our predetermined conversion point on the website or landing page. Tracking the user from first exposure to the conversion point, also meant we could measure the amount of time that has passed between impressions and conversion, which was a much more effective method of measurement because it gave us an accurate look at how effective the ad was and where the user ended up on our website or landing page.