Behind the Platform: Keywords & Keyword Targeting

Behind the Platform: Keywords & Keyword Targeting

Bidtellect’s revamped keyword targeting offering includes two additional targeting vendors: industry leader Peer39 as well as Bidtellect’s own custom keyword solution.

Keyword-based programmatic targeting uses a custom built list of keywords and key phrases to serve digital ads to people based on what they are reading about online. Read more about contextual targeting here. 

Behind the Platform: Keywords

Watch Bidtellect VP of Product Arthur Hainline talk through Bidtellect’s keyword offering on our Behind the Platform series. Download the Onesheet below. 

Onesheet: Keyword Targeting

Download the Onesheet to learn more about Bidtellect’s offering below. 

Keywords Onesheet

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Screenshot of Keyword targeting onesheet bidtellect

Want to learn more? Reach out to speak to someone here. 

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

3 Ways You Can Show Up For Pride Month As A Brand or Advertiser

3 Ways You Can Show Up For Pride Month As A Brand or Advertiser

June is Pride Month – a time to celebrate the historically marginalized LGBTQ+ community. When planning your campaigns, the key is to go beyond “slapping a rainbow on it” and hijacking campy phrases. Authentic representation and giving back to the community – in June and all year round – will build a connection with consumers and ultimately lead to sales and build brand loyalty.

LGBTQ+ individuals make up approximately 4.5% of the US population but account for 8%-approximately $1 trillion-of the country’s disposable income (eMarketer, 2021)

1. Authentic Support is the Key to Connection With Belief-Driven Buyers

When it comes to your brand’s support of the LGBTQ+ community, authenticity matters. That means having a 12-month strategy, treating LGBTQ employees well, and showing that you support LGBTQ non-discrimination policies both in their own corporations and also things that are happening in the government (CBSNews, 2021)

If you communicate your genuine support of the movement, you’ll be more likely to connect strongly with consumers who share your beliefs. Consumers want to buy from brands that resonate with their beliefs.

Two-thirds of consumers worldwide identified themselves as “belief-driven buyers,” indicating that they expect brands “can make change and not just talk about it and do advertising,” Richard Edelman, president and CEO of Edelman, recently told CBSN. (CBSNews, 2021)

In a U.S. survey by Adweek, 40% of those surveyed said they want to spend money with a brand that aligns with their personal values. (Adweek, 2021)

It also means extending your support beyond June and into the rest of the year. It’s important to not be perceived as opportunistic and exploitative of the movement, seeking only to capitalize and make a quick buck during the month of June.

It is simple really – if market involvement isn’t a seasonal trend when straight couples are concerned, then why should it be any different for couples from the LGBTQ+ community? They too like to participate in all the things that make their relationship that much special. Birthdays, anniversaries, special dates, getaways, personalized jewelry – these are all just as meaningful for someone from the LGBTQ+ community as they are to the rest of the population!

2. Support and Representation Matters – And Pays Off

Amongst the LGBTQ+ community, it cannot be overstated how important it is for them to feel that a brand is both representing them in their campaigns and supporting the community they are spotlighting.

Include diverse individuals in your creative assets and content. Feature stories of inspiring individuals or highlight LGBTQ+ employees, and more. During the employee appreciation program, consider getting these unique high end corporate gifts that can be customized according to your employees’ tastes.

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Making a concerted effort to include more diverse representation in creative assets will ultimately build trust and brand loyalty. Portraying LGBTQ+ individuals in ads not only creates a positive association, but encourages purchasing:

  • 79% of people believe gay women are under-represented in advertising (Marketing Week via Unruly);
  • 73% of LGBTQ participants think more positively about companies that advertise in the LGBTQ media (CMI LGBTQ Community Survey, 2021)
  • 72% of LGBTQ respondents were more likely to purchase from companies that advertised in LGBTQ digital and print media. (eMarketer, 2021)
  • 78% of LGBTQ community members said they are inclined to support companies that market to and support LGBTQ people (CBSNews, 2021)
flags and rainbow products for pride month -originally in GoSanAngelo

3. Give Back – Don’t Just Slap a Rainbow On It

The same goes for giving back to the community. Sponsor events, give back through volunteer work and donate to organizations through promotions or special products. You can also give free online vouchers (using gift card API) for products that can make LGBTQ+ consumers more likely to think positively about your brand.

Going beyond selling rainbow merchandise is key. If you are selling rainbow merchandise, donate proceeds to a LGBTQ+ organization to avoid falling victim to empty “rainbow retail” that profits off the LGBTQ+ community without supporting it.

A 2021 survey by Adweek showed that consumers are looking for brands that give back to the community in a genuine way, such as donating a portion of their profits to the LGBTQ+ community (24.8%), expressing support for LGBTQ+ issues year-round (22.1%) and publicly enforcing nondiscriminatory policies in the workplace (21%).

  • 27.6% want to support brands that publicly support LGBTQ+ issues (Adweek, 2021)
  • 79% of LGBTQ+ participants think more positively about companies that sponsor LGBTQ+ community organizations and events (CMI LGBTQ Community Survey, 2021)
  • 74% of LGBTQ+ participants are more likely to purchase from a company that outreaches and advertises in the LGBTQ+ community (CMI LGBTQ Community Survey, 2021)
  • How would you like to see brands support the LGBTQ+ community during Pride Month? (Adweek, 2021)
    • Advertising
    • Donations
    • Policy
    • Representation
    • Support

What Else to Know: Demographics

(CMI LGBTQ Community Survey, 2021)

  • The more urban the area, the more LGBTQ-friendly the community is considered to be. 96% of LGBTQ participants think that their big city urban environments are LGBTQ-friendly, compared to 49% of those living in rural areas. (CMI LGBTQ Community Survey, 2021)
  • Cisgender gay and bi+ men have a higher likelihood of living in big cities. Cisgender lesbian and bi+ women, transgender, and non-binary participants were more dispersed, living in many different community types.
  • Cisgender gay and bi+ men are far more likely to be single than are cisgender lesbian and bi+ women. Cisgender lesbian and bi+ women are more likely to be married.
  • In general, LGBTQ community members feel that their employer is LGBTQ-friendly (81% supportive). The high percentage may be a function of LGBTQ employees seeking work at LGBTQ-friendly companies.

5 TAKEAWAYS YOU CAN DO NOW:

1. Bring Your Creatives Up to Par:

Utilize creative experts [b]+studio to expand thoughtful LGBTQ+ representation in your creative assets

[b]+studio will work with you to create copy and assets that are genuine and supportive of the community.

Include promotions in your headlines to grab consumers’ attention – a consistent top-performing best practice according to [b]+studio.

2. Give Back:

Offer donations to LGBTQ+ organizations at a national or local level. Utilize your ads to promote sales that give back to the community.

Better yet, if you’re selling rainbow merchandise, push proceeds of that to LGBTQ+ organization to avoid falling victim to empty “rainbow retail” that profits off the LGBTQ+ community without supporting it.

3. Reach Your Target Consumer:

Utilize Bidtellect’s context demographics targeting to reach age and gender demographics.

Bidtellect’s context-driven technology will reach users researching LGBTQ+ support, pride month shopping, and other interests without cookies.

4. Scale:

Bidtellect’s 30+ supply partners ensure your ads will reach far and wide in the safest, most relevant publisher environments. Pride is a big spending month – don’t skimp.

5. Adjust, Adjust, Adjust:

Work with Bidtellect’s performance team to optimize to best-performing placements, creatives, spend, scale, and more.

Bidtellect’s unique Engagement Score1 among other measurements will offer clear performance metrics through post-click so you can adjust your campaigns accordingly.

We hope this research and tips for Pride Month Advertising for brands and advertisers helps you.

Contact us to get your Pride Campaigns started ASAP!

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Father’s Day Onesheet: Get Campaign-Ready With Bidtellect

Father’s Day Onesheet: Get Campaign-Ready With Bidtellect

Father’s Day is fast approaching: mark your calendars for June 19, 2022! A day to celebrate father and parental figures of all kinds, this year expect a rise in unique gifts, outdoor activities, and thoughtful messaging.  Advertisers can reach interested shoppers and gift-givers using thoughtful creative messaging to offer inspiration and context-driven targeting and optimization to reach those on the hunt for gifts – especially those in the highest-spending demographics. Get your advertising campaigns ready.

Download our onesheet for the latest research and strategy recommendations.

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Sneak Peak:

Special Gifts & Memories Matter:

  • 45% Want to find a gift that’s unique or different
  • 35% want to find a gift that creates a special memory

(NRF, 2021)

What You Can Do

  • Work with [b]+studio to create custom creative assets and messaging to inspire consumers with special gift and outing ideas.
  • Leverage sequential retargeting, an advanced targeting strategy that ushers users down the funnel with a second, complementary brand message and stronger CTA.
  •  Bidtellect’s context-driven optimization will optimize down to the placement level of the page to place ads next to relevant information – meaning you can reading about Father’s Day.
  • Plus, dynamic creative optimization (DCO) means your creatives will adjust dynamically and automatically to the best-performing combination.

Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

SPOTLIGHT: WOMEN AT BIDTELLECT

SPOTLIGHT: WOMEN AT BIDTELLECT

In honor of Women’s History Month, we turned to the inspiring women here at Bidtellect for advice and inspiration. In this five-part series, we highlight women at Bidtellect nominated by their peers for their leadership and success in the industry. We asked them everything from career advice to juggling teams and personal goals to the strengths of being a woman.

Terah Bocchi photo vp of sales bidtellect spotlight women at bidtellect

Terah Bocchi

Terah Bocchi is the Senior Vice President of Sales. Her clear communication style, strategic thinking, and ability to lead a large team spread across the country with strength, kindness, and support makes her an irreplaceable member of the Bidtellect family. In this interview, Terah talks the fallacy of work-life balance, embracing your unique communication style, finding mentors, and handling the challenges of the pandemic.

Read the Interview

I used to think my personality was a weakness. That I somehow needed to conform to my previous male bosses’ personality types to be successful: be louder, be tougher. It took me a while to understand that wasn’t the case. The qualities I found in good management had nothing to do with how loud they were or how tough they came off.  

lysa vincent bidtellect spotlight women at bidtellect

Lysa Vincent

Described as “approachable, intelligent, decisive, analytical, eloquent, and hilarious” Director of Account Management Lysa Vincent simultaneously strategizes for her clients, fine tunes operational processes, and leads a team of Account Managers on the West Coast. In this interview, Lysa Vincent discusses leading with empathy, empowering others, and finding your voice when it comes to family and professional success, proving that the right job and the right people will propel you forward in your career.

Read the Interview

Obstacles will always exist. Don’t fail because of them, succeed despite them.

photo of yulia spotlight women at bidtellect

Yulia Khudzik

Yulia Khudzik is the Senior Quality Lead at Bidtellect, combining thorough, meticulous work with fearless persistence to ensure the platform is operating at highest quality standards at all time. In this interview, Yulia talks the value of teamwork, work-life balance, and uplifting other women.

Read the Interview. 

Give compliments. Listen when someone needs to talk. Offer support when needed. Give praise for good work.

spotlight women at bidtellect carolina escobar headshot photo

Carolina Escobar

Carolina Escobar is the Director of UI/UX at Bidtellect. She brings the same style and brightness of her day-to-day demeanor to her precise, thoughtful work designing and endlessly improving every feature of Bidtellect’s demand-side platform and user-interface. In this interview, Carolina offers =advice to women starting their careers, the unique strengths of leading as a woman, and whom she looks up to.

Read the Interview. 

I remind myself of all the past challenges women faced long before me so that I have the opportunity to be in this position. For that I do feel empowered and grateful. We can get through this. Women are resilient, strong, smart and determined. History shows us that.

photo of missy steiner bidtellect vp of marketing spotlight women at bidtellect

Missy Steiner

Missy Steiner is Bidtellect’s Vice President of Marketing. Not only does she oversee the company’s creative vision and go-to-market strategy, she also leads Bidtellect’s unique in-house creative services arm, [b]+studio. Missy’s team loves her bubbly personality and endless support and understanding. In this interview, Missy talks productivity hacks, the importance of listening, and finding your joy and personal sparkle. 

Read the Interview

The most important thing: don’t dull your shine! If there are factors in your life that are inhibiting you from the joys of sparkling and shining – get rid of them.

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Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!

Bidtellect’s Proprietary Engagement Score:  The Ultimate Measure of Success and Engagement

Bidtellect’s Proprietary Engagement Score: The Ultimate Measure of Success and Engagement

Know how consumers are engaging with your content and optimize in real-time.

With Bidtellect’s Proprietary Engagement Measurement & Optimization Technology, you can optimize towards site engagement and qualified site traffic in real-time. Act on engagement insights immediately then receive robust post-campaign reports afterward.

Bidtellect’s Engagement Score is a number ranging from 0 to 10. 0 indicates the least user engagement on a piece of content. 10 indicates the highest level of engagement. The algorithm tracks, measures and optimizes toward the following post-click engagement metrics:

How Does It Work?

Bidtellect’s Engagement Score is derived from three variables: Bounce Rate, Time on Site, and Visits per Click. Each measures the behavior of users once they land on the advertiser’s landing page using an advanced formula that is a linear combination of three logistic functions. Advertisers can optimize their campaigns toward Engagement Score as a whole or toward individual post-click metrics. 

Post-click measurement is conducted for every permutation of a creative (image, copy, etc.) as well as the location it was shown. Each variation is scored independently, helping us hone in on the ideal message and audience that provides the maximum post-click engagement. These learnings are then used in our bidder to promote ideal ad impression delivery. Advertisers can expect aggregate engagement scores to increase over time if engagement optimization is selected as a goal type.

Engagement Score vs. Individual Engagement KPIs

In addition to measuring and optimizing towards Engagement Score, Bidtellect can also measure and optimize to one or more individual engagement KPIs :

BOUNCE RATE AVERAGE TIME ON SITE VISITS PER CLICK PAGE VIEWS PER VISIT

When a user visits a page but does not remain for at least 5 seconds (before going to another site or closing the browser tab or window), a bounce is recorded. The bounce rate is a calculation of the number of bounces divided by the number of sessions.

The amount of time a user stays on a page. We begin tracking ToS once a user has remained on a page for at least five (5) seconds. The Bidtellect Engagement Score uses the Time on Site averaged across all sessions in its calculation.

A visit is the equivalent of a visit to the site or landing page. This goal type optimizes towards a high visit rate or a target visit rate.  Higher page visits per click indicates higher user attention.

The sum of the number of times a page containing Bidtellect’s engagement code is viewed.  Higher page views per visit indicates higher user attention and fewer accidental clicks.

How Does It Differ from Industry Competition?

No other technology in-market can optimize toward these post-click metrics in real-time. “Quality Score” on Google AdWords and Bing Ads are “exchange-centric” in they are calculated from the performance of the campaign on the exchange; contextual relevance is then established from keywords originating from the exchange. Bidtellect’s engagement score differs in that it is advertiser-centric and only captures the performance of your campaign once the user has been acquired from the exchange.

Engagement Score Implementation Best Practices:

  1. Include the Engagement Code on all of your sites and pages. This is the optimal way to ensure that the Engagement Score code begins working as soon as a user visits the page. This can be easily done by utilizing Bidtellect’s Universal Pixel.
  2. Ensure the code is implemented as close to the beginning of page load as possible.
  3. We suggest including the code in the header, but the footer works as well; however, depending on how a site is architected, placing the code in the header may not be possible. In this case, clients have successfully implemented our Engagement Score code in the body of pages and via tag managers, like Google Tag Manager.
  4. The Engagement Score code is less likely to work when triggered by other events on the page and will not work when associated with user-triggered events on the page.

 

Case Study: Major Clothing Retailer Sees Impressive 1370% ROI. Bidtellect’s contextual targeting coupled with unique post-click metrics drove massive engagement and revenue growth

 

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Veterans Day: Celebration Sales & Military Discounts

Veterans Day is often a celebratory and honorary event, but it’s also a chance for brands to offer promotions and discounts in celebration. Here’s what to know.

The Bidtellect Back-to-School Guide: Trends, Digital Strategy

Onesheet alert! The data, trends, and strategy recs you need for back to school 2022!