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)
by Missy Steiner | May, 2020
SUCCESS STORY
Tax Solution Provider Beats CPA Goal by 76%
Thanks to Bidtellect’s proprietary technology and contextual learnings, the campaign well-surpassed CPA goals and led to a 105% increase in campaign budget. Bidtellect outperformed all Native competitors.
OBJECTIVES
A leading tax preparation solution provider utilized Bidtellect’s native platform to reach consumers and measure the direct action of those that started the tax filing process.
Goal: CPA of $50.
CHALLENGES
The main challenges the team faced were budget and name recognition as compared to the Company’s competitors.
SOLUTIONS & TACTICS
For the DR campaign, Bidtellect utilized native display placements, and maximized the platform’s insights and learnings to optimize the majority of the campaign without a conversion pixel. The team adjusted the campaign daily to align with time of day, day of week, and creative optimizations. Targeting was broken out into contextual and behavioral.
RESULTS
Bidtellect consistently delivered a CPA of $12, even without a conversion pixel – a testament to Bidtellect’s proprietary technology and learnings of contextual behavior. A brand study also revealed the following positive results, including an increase in brand favorability, ad awareness, and consideration intent:
Thanks to the results, the Company increased the campaign budget by 105% in four months. Bidtellect proved to be in the top two highest performers on the entire media plan, successfully outperforming all native competitors.
by Missy Steiner | Apr, 2020
SUCCESS STORY
Major Regional Grocer Exceeds Video Goals Thanks to Contextual Targeting
Even with a tight regional footprint and targeting limitations, Bidtellect surpassed Native Display CTR and Video VCR goals thanks to Pause Out of View Video and 3rd Party Contextual Targeting capabilities.
OBJECTIVES
A major regional grocer sought to reach more customers more efficiently using native display and video through Bidtellect’s platform.
Goals:
- Primary KPI: Reach 60% & Frequency 4x Weekly
- Secondary KPI: Display: .30% CTR.
- Monitoring Viewability at 70%
- Video: 70% VCR, Monitoring Viewability at 70% and Use Pause Out Of View Video
CHALLENGES
Bidtellect had to contend with a tight regional footprint: 5 states and 6 designated market areas (DMAs), as well as several targeting limitations such as 2nd Party Data Audience Targeting, and utilizing activation and suppression of 3rd Party Data as well as Bidtellect Contextual Categories (Food & Drink, Shopping, Society, Arts & Entertainment), while managing to control group suppression plus an over-exposure audience.
SOLUTIONS & TACTICS
Bidtellect sorted the campaigns within 2P and 3P to show Native Display and Native Video campaigns. Throughout the campaign, results consistently showed 3P Contextual Targeting yielding a .33% CTR and 87.4% VCR, and the 2P data set delivered at .22% CTR and 73.3% VCR. While Bidtellect did continue to parse out the campaigns within News Whitelist and No News, we saw the strongest performance continue to come from 3P Contextual Targeting.
RESULTS
Bidtellect surpassed all goals, with mobile and tablet earning highest performance across devices, and 3rd Party Data / Contextual Targeting outperforming 2nd Party Data.
Top performing device for display: Mobile at .31% CTR
Top performing device for video: Tablet at 86.8% VCR
Top performing creative for display: Sandwich image at .33% CTR
Top performing creative for video: Turkey imagery at 88.6% VCR
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