by Missy Steiner | Oct, 2020
SUCCESS STORY
Beloved Zoo Reopening With New Safety Measures Post-COVID Surpasses CPA Goal by 91% With Bidtellect
A favorite regional Zoo forced to close due to the pandemic turned to Bidtellect to let customers know about their reopening plans and newly-implemented safety and sanitization measures. To overcome conversion setbacks due to an antiquated web host, Bidtellect implemented sophisticated contextual targeting and retargeting measures that drove conversions and surpassed goals.
GOALS
To promote awareness of the Zoo’s reopening after being closed due to COVID-19 and drive ticket sales.
VCR Goal: 70%
CPA Goal: $170
CHALLENGES
Given the onset of the coronavirus pandemic and new safety and social distancing requirements, the Zoo had to reimagine the way they operate entirely from ticketing to visitor experience. From a digital standpoint, we were being evaluated on ticket sales. The site kicks visitors to a digital queue when traffic levels are too high, we had to overcome this conversion funnel challenge.
SOLUTIONS & TACTICS
Together, Bidtellect and the Zoo utilized Native to push their new reopening message and educate consumers about their new safety measures. We leveraged contextual targeting, video, and retargeting. To tackle the conversion funnel issue, we utilized retargeting, Bidtellect’s pixel, and a 30 day lookback window to successfully drive conversions.
RESULTS
Retargeting was the strongest tactic Bidtellect utilized, driving almost 70% of conversions and CPA of $2.77. Both mobile and desktop drove similar conversions, but mobile takes the top device spot with a VCR of 72% and a CPA of $14.05. CTR was also highest here at 0.17%
The Zoo’s Director of Marketing noted due to Bidtellect’s outstanding performance since COVID, they’ve shifted social budget to us, and Bidtellect is a best-performing channel in their overall marketing plan.
by Missy Steiner | Sep, 2020
SUCCESS STORY
Wholesale Retailer Shifts Spend Outside Social Media Walled Gardens and Beats CPA Goal by 30%
A leading wholesale retailer turned to Bidtellect to shift their social media budget outside the walled gardens. The move not only quelled their concerns over brand placement next to user-generated content and polarizing ad environments, but surpassed their goals by 30%.
OBJECTIVES
$110 Cost Per Acquisition
Signups to Loyalty Program
This Wholesale Retailer traditionally executed digital performance campaigns across Facebook, but developed concerns over being aligned next to user-generated content and polarizing ad environments. They were ready to explore running outside social channels. The client had strict CPA goals, and needed to quickly identify a digital solution that would drive new member acquisition.
SOLUTIONS & TACTICS
Bidtellect worked with the brand to understand their digital goals and challenges, and recommended a Native strategy to extend their Facebook creative assets into high-performing, contextually-relevant and brand safe open-web environments. Bidtellect recommended a mix of contextual targeting, custom publisher lists, and retargeting strategies in order to achieve acquisitions. Bidtellect leveraged IAS’s semantic keyword brand safety solutions to ensure that all ads appeared in brand safe environments. Bidtellect’s in house creative studio (b+studio) repurposed their existing social assets, as well as produced new creative for testing and performance.
RESULTS
After the 6 week test, Bidtellect exceeded the $110 social CPA goal by over 30%, achieving an $84.31 CPA. Bidtellect’s platform and performance team was able to hone in on the best-performing Native placements across various publishers, creatives, and contextual environments that were driving the most efficient performance, as well as provide in-depth reporting.
The client saw immediate value in Bidtellect’s native activation solutions. They renewed the campaign and extended the partnership to new markets based on performance and service.
Note: If Social Media is Native Advertising within walled gardens, Bidtellect is Native Advertising for the open web. We’re equipped to help brands seamlessly complement or supplement social strategies with a brand-safe open web strategy to scale effectively. Read more here.
by Missy Steiner | Jun, 2020
SUCCESS STORY
Financial Services Client Leverages Bidtellect Through the Purchase Funnel for Checking & Savings Campaign
A major financial services partner leveraged Bidtellect’s platform capabilities for native display and video needs, tracking CPA, CTR, and VCR goals. Bidtellect surpassed all goals and saw a total of 393 conversions to the confirmation page of checking and savings accounts openings – completing the purchase funnel.
BUSINESS OBJECTIVE
- CTR .25%
- VCR 72%
- CPA <$60
CHALLENGES
Given the current global situation (coronavirus), Bidtellect was only able to run 1 of the 4 videos.
SOLUTIONS & TACTICS
Bidtellect’s performance team made constant adjustments throughout the campaign to optimize performance: lessened spend on Sundays given its higher CPA than all other days of the week, made numerous placement blocks across all campaigns based on no conversions, low CTRs, & low VCRs (depending on tactic), and shifted some of the budget out of the consideration keyword campaign into the consideration behavioral campaign.
RESULTS
Bidtellect completed the campaign with an impressive .55% CTR and had the majority of scale driving over 2.5K clicks to the landing page. Bidtellect completed the Video Awareness campaign 18% above goal with a 90% VCR and a $0.02 Cost per Completed View. In addition, Bidtellect saw a total of 393 conversions from the confirmation page using the conversion placement only, 142 of which were new clients. Client conversions came from various checking and saving account opening options.
by Missy Steiner | May, 2020
SUCCESS STORY
Electronic Gaming Company Averages Impressive 82% Viewability Rate With Bidtellect Native Video
Thanks to dynamic pricing and contextual placements, Bidtellect surpassed the Viewability goal as well as achieved a low $0.03 CPCV.
OBJECTIVES
A leading electronic gaming company turned to Bidtellect to improve Viewability performance with Native video assets.
Viewability Goal: 80%
SOLUTIONS & TACTICS
The Bidtellect team made placement blocks on both low Viewability and low VCR sites to improve performance. We shifted some budgets out of the keyword campaigns into the contextual campaigns to ensure delivery.
RESULTS
Bidtellect averaged an impressive 81.53% viewability rate, both surpassing the initial objective and the industry average of 50.84%-59.32% for the category. Thanks to dynamic pricing, the eCPM averaged a healthy $13.92, below the contracted rate of $15.00. CPCV (Cost-Per-Completed-View) was at a low $0.03 – an notable ROI for the campaign.
by Missy Steiner | May, 2020
SUCCESS STORY
Leading CPG Brand Achieves 85% Video Viewability Rate, Surpassing Industry Average by 40%
Site- and ad-level optimizations coupled with best-performing creative surpassed Viewability and VCR goals with an average cost per complete view of $0.02.
OBJECTIVES
A leading CPG brand turned to Bidtellect to reach food and cooking enthusiasts to promote a new salad dressing.
Primary Goal Viewability: 70%
Secondary Goal VCR: 65%
SOLUTIONS & TACTICS
The team set video lengths at :25, :36, :40, and :45. The Bidtellect team made several site- and ad-level blocks based on low VCR and Viewability performance. Additionally, we optimized to best-performing creative, such as the top performer: a roasted cauliflower steak recipe with 87% Viewability.
RESULTS
Bidtellect achieved 85.29% Viewability, surpassing the primary Viewability goal by 15% and the industry average by 40%. We surpassed the secondary VCR goal, as well, achieving approximately 70% VCR, and even surpassed the contracted Average Cost per Complete View rate, averaging $0.02 compared to the contracted rate of $0.16. Desktop achieved the most scale and strongest viewability, while Monday proved to be the strongest day for VCR and Wednesday the highest Viewability Rate.
Total Number of Video Views
Average Cost per Completed View
Device with Strongest Viewability and Most Scale: Desktop at 88.50%
Best Day of the Week: Monday (Strongest VCR) and Wednesday (Highest Viewability Rate)
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