Know how consumers are engaging with your content and optimize in real-time.
With Bidtellect’s Proprietary Engagement Measurement & Optimization Technology, you can optimize towards site engagement and qualified site traffic in real-time. Act on engagement insights immediately then receive robust post-campaign reports afterward.
Bidtellect’s Engagement Score is a number ranging from 0 to 10. 0 indicates the least user engagement on a piece of content. 10 indicates the highest level of engagement. The algorithm tracks, measures and optimizes toward the following post-click engagement metrics:
How Does It Work?
Bidtellect’s Engagement Score is derived from three variables: Bounce Rate, Time on Site, and Visits per Click. Each measures the behavior of users once they land on the advertiser’s landing page using an advanced formula that is a linear combination of three logistic functions. Advertisers can optimize their campaigns toward Engagement Score as a whole or toward individual post-click metrics.
Post-click measurement is conducted for every permutation of a creative (image, copy, etc.) as well as the location it was shown. Each variation is scored independently, helping us hone in on the ideal message and audience that provides the maximum post-click engagement. These learnings are then used in our bidder to promote ideal ad impression delivery. Advertisers can expect aggregate engagement scores to increase over time if engagement optimization is selected as a goal type.
Engagement Score vs. Individual Engagement KPIs
In addition to measuring and optimizing towards Engagement Score, Bidtellect can also measure and optimize to one or more individual engagement KPIs :
|BOUNCE RATE||AVERAGE TIME ON SITE||VISITS PER CLICK||PAGE VIEWS PER VISIT|
When a user visits a page but does not remain for at least 5 seconds (before going to another site or closing the browser tab or window), a bounce is recorded. The bounce rate is a calculation of the number of bounces divided by the number of sessions.
The amount of time a user stays on a page. We begin tracking ToS once a user has remained on a page for at least five (5) seconds. The Bidtellect Engagement Score uses the Time on Site averaged across all sessions in its calculation.
A visit is the equivalent of a visit to the site or landing page. This goal type optimizes towards a high visit rate or a target visit rate. Higher page visits per click indicates higher user attention.
The sum of the number of times a page containing Bidtellect’s engagement code is viewed. Higher page views per visit indicates higher user attention and fewer accidental clicks.
How Does It Differ from Industry Competition?
No other technology in-market can optimize toward these post-click metrics in real-time. “Quality Score” on Google AdWords and Bing Ads are “exchange-centric” in they are calculated from the performance of the campaign on the exchange; contextual relevance is then established from keywords originating from the exchange. Bidtellect’s engagement score differs in that it is advertiser-centric and only captures the performance of your campaign once the user has been acquired from the exchange.
Engagement Score Implementation Best Practices:
- Include the Engagement Code on all of your sites and pages. This is the optimal way to ensure that the Engagement Score code begins working as soon as a user visits the page. This can be easily done by utilizing Bidtellect’s Universal Pixel.
- Ensure the code is implemented as close to the beginning of page load as possible.
- We suggest including the code in the header, but the footer works as well; however, depending on how a site is architected, placing the code in the header may not be possible. In this case, clients have successfully implemented our Engagement Score code in the body of pages and via tag managers, like Google Tag Manager.
- The Engagement Score code is less likely to work when triggered by other events on the page and will not work when associated with user-triggered events on the page.
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