GOALS

A healthcare company and leading online resource for comprehensive physician and hospital information needed to revamp their strategy to drive quality traffic to their site. Bidtellect was tasked with delivering stronger performance than standard display banners on CTR, eCPC and Qualified Traffic by Unique Visitors goals.

• $.85 eCPC (Effective Cost Per Click)
• .20% CTR (Click Through Rate)

CHALLENGES

The client was relying solely on display and banner ads and not seeing the scale, quality of traffic, or efficiency in their media budgets to meet their strategy goals. Additionally, because each condition was sponsored by a specific pharma company, the campaign traffic had to be compared to various reporting services at the end of each month to track conditions, appointments, and prescriptions.

SOLUTIONS & TACTICS

Bidtellect immediately expanded beyond Display and focused on a holistic approach of Contextual Native, Lookalike Audiences, 3rd Party Data, and 1st Party Segments – all of which were continuously tested for performance before integrating into the strategy. The team built out contextually-targeted campaigns that amplified the content for each condition across our supply, and utilized dynamic or a dCPM pricing model to adapt in real-time to fluctuations.

GOALS

A major city travel and tourism nonprofit worked with Bidtellect to drive potential visitors to their website for comprehensive information about vacationing and ultimately booking a leisure trip to their greater metropolitan area. Specific goals included:

• Stimulate leisure tourism recovery
• Promote Visit Phoenix’s new brand
• Communicate Greater Phoenix’s commitment to diversity and inclusion
• Increase visitation and travel from new and returning travelers
• Increase year over year traffic to VisitPhoenix.com
• Increase Travel and Trail Guide requests
• Increase email sign-up

Primary: 45 seconds Time on Site
Secondary: 0.12%—0.14% CTR

CHALLENGES

The coronavirus pandemic hurt tourism budgets across the country. Typically, Convention and Visitors Bureaus are created from taxes taken within hotel bookings. With bookings obviously down YoY, the tourism budgets were hurt badly. This was one of the first times the nonprofit client was able to recover and advertise again after the COVID crash.

SOLUTIONS & TACTICS

Bidtellect maximized its advanced contextual targeting capabilities coupled with retargeting tactics to first reach those interested in traveling and then retarget those that engaged with content. Bidtellect’s performance team made adjustments throughout the campaign, and creative team [b]+studio created eye-catching assets using their expertise in tourism to maximize engagement.

GOALS

60% VCR (Video Completion Rate)

SOLUTIONS & TACTICS

Bidtellect utilized a holistic approach to targeting, combining contextual and behavioral tactics, as well as in-market/affinity segments and real-time moment triggers. The team targeted the ages of 25-54 and skewed towards Urban and Suburban Communities, specifically looking to reach qualified “Leading Edge Advocators,” “Electric Vehicle Intenders,” and “Latent Intenders.” Essentially, varying degrees of those already interested and aware of electric vehicle purchasing.

GOALS

• VCR: 60%
• Viewability: 50%

SOLUTIONS & TACTICS

Bidtellect utilized its Video and Native Display formats with a holistic targeting approach, maximizing predictive audiences, cookieless contextual targeting, and third-party audiences. Using Sequential Retargeting, video engagers were then retargeted with a native display campaign to drive coupon downloads.