CAMPAIGN OBJECTIVE

This CPG brand partnered with Bidtellect to engage with qualified shopper audiences. Their goal was to run a mix of “Always On” and Holiday heavy-up campaigns to drive brand lift, consideration, and site engagement.

GOALS

The primary media goals of this campaign were driving a .25% CTR, as well as a $3 cost per engaged site visitor.

• .25% CTR
• $3 cost per engaged site visitor
  

CHALLENGES

This brand was seeking a partner that could help them reach highly qualified audiences and not only help them drive high volumes of clicks, but also qualified landing page visits and engaged site traffic.

SOLUTIONS & TACTICS

Targeting:

• Contextual Alignment: Food & Drink, Recipe & Shopping content
• Audience & Affinity Targeting across: Recipes, Baking, Cooking, Desserts, Mixes, Donuts, Muffins & Pastries

Creative Tactics:
Bidtellect recommended leveraging Responsive Native Display units to not only drive clicks, but to also drive on-site engagement. Bidtellect’s creative studio also helped the brand generate these units to include copy and imagery likely to drive conversions.

Optimization Tactics:
This brand leveraged Bidtellect’s proprietary engagement pixel to measure and optimize their media spend towards site engagement metrics such as qualified lands, cost per visit, average time on site, and low bounce rates. Bidtellect was able to help them find specific publishers, contextual environments and audiences that were most likely to engage with their site.

GOALS

A major beauty brand wanted to drive conversions to a new hair product with CTR set as the primary goal and eCPC as the secondary goal.

• CTR: 0.15%
• eCPC: $1.50

CHALLENGES

The Company initially wanted to track sales conversions with a specific third-party retailer, which was not measurable.

SOLUTIONS & TACTICS

Instead, the team worked together to find a measurable and constructive goal: CTR. Next, Bidtellect suggested maximizing Native Banners to drive efficient eCPCs and quality CTRs. The Company was more familiar with Linear TV and display banners, so they were excited for Native as a new format and tactic. Additionally, the Company was impressed with [b]+studio’s creative asset creation and services, which led to higher engagement.

GOALS

A major Cloud Storage Service company turned to Bidtellect to build awareness and reach new CPA and secondary CTR goals.

• CPA: $26
• CTR: .44%

CHALLENGES

The Company decided to set their CPA goal based on previous remarketing efforts with another platform plus a 20% increase – which could lead to unrealistic expectations.

SOLUTIONS & TACTICS

Bidtellect helped set realistic expectations then got to work running additional audiences and contextual tactics outside of remarketing to lead to higher overall CPAs. The team maximized use of block lists, key word lists for brand safety, and practiced fluidity between tactics. Bidtellect’s team made optimizations that included blocking placements that were not as effective, while focusing on devices and day/time of the week that were strongest performers.

GOALS

A major Consumer Goods company wanted to increase awareness in younger consumers while still maintaining favorable awareness with its core audience and repeat purchasers.

• Primary: Awareness – Brand Lift
• Secondary: VCR & Engagement
  

SOLUTIONS & TACTICS

In 2021 Bidtellect won this piece of business and carried Native and Native Video. Due to the success they saw across Native (CTR) and Native video (VCR) the agency expanded the partnership with Bidtellect into additional formats. In order to reach the Company’s new brand lift and awareness goals, the team added Instream Video for the first time.

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.