by Missy Steiner | Nov, 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.
OBJECTIVES
- 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 | Nov, 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.
OBJECTIVES
To promote awareness of the Zoo’s reopening after being closed due to COVID-19 and drive ticket sales.
KPIs:
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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 | Nov, 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.
- 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 DataAudience 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 the highest performance across devices, and 3rd Party Data / Contextual Targeting outperforming 2nd Party Data.
Top performing CTR device for display: Mobile
Top performing VCR device for video: Tablet
Top performing CTR creative for display: Sandwich
Top performing VCR creative for video: Turkey
by Missy Steiner | Nov, 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 | 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.
RESULTS
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.
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