by Charlotte Otremba | Mar, 2022 | Product and Technology
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 :
||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.
Case Study: Major Clothing Retailer Sees Impressive 1370% ROI. Bidtellect’s contextual targeting coupled with unique post-click metrics drove massive engagement and revenue growth
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by Charlotte Otremba | Oct, 2019 | Content, Native Advertising
Bidtellect CEO Lon Otremba has offered a healthy share of advice on Forbes the last couple of weeks on everything from bad advertising to holiday campaigns. The bottom line? Stay truthful, know your audience, and test early. Here’s a round up of Lon’s October Forbes Features with actionable advice you can start implementing now.
1) Why Consumers Hate Your Brand’s Advertising
First, the bad news: consumers probably hate your advertising. Good news: Forbes tapped the experts for not one, not two, but 13 reasons why and how to fix it. But as Lon proves, sometimes good life advice is applicable to advertising advice. If you can stick to this, then all of your other tactics will fall into place, and your brand’s image will be beloved in no time. But you have to keep in mind that while coming up with different advertising strategies, you should be careful of how much you are spending on them. You don’t want to be spending a fortune on the ones that do not work. To help you out in this matter, you can consider using digital marketing budget management software like the one provided by EDEE AI.
Lon says: Not Being Truthful
I’ve found the quickest way for consumers to hate your advertising is to feed them something not genuine or truthful. Consumers can spot a phony a mile away, and when you lose credibility — as with anything in life — it is nearly impossible to win it back.
Read more: 13 Reasons Why Consumers May Hate Your Brand’s Advertising (And How To Fix It)
2) How Marketers Can Tell Compelling Stories
What’s the key to all good marketing, advertising, and content marketing? Good storytelling. This helps a brand to depict its true image in the minds of the customers. In general, storytelling is used to show how a company’s products or services can solve crucial problems very easily. It is common for companies to hire dedicated marketing firms that specialize in their industry to tell a compelling brand story. As an example, if you have an HVAC repair company, you may find it beneficial to hire a company like Scorpion (if interested, look at scorpion hvac marketing strategy) to develop effective marketing techniques.
Lon says: A Compelling Story Is Stronger Than Any Pitch
The first storytelling lesson I ever learned was the most basic of all: a story is much more engaging than a pitch. So, rather than making good pitches, tell compelling and engaging stories. These are my four components of engaging stories: specific detail (not generalities); emotion; proximity (make it close and personal); having a point — a loss is as compelling as a win if there is a point to make.
Read more: How Marketers Can Tell Compelling Stories: 13 Valuable Lessons
3) What Are the Most Important Content Marketing Metrics?
And while we’re on the topic of content marketing, Forbes’ experts agree on 13 crucial metrics to determine the quality of your content marketing strategy. Marketing strategies are not only important to boost sales, but they’re also foundational in managing the growth of your company. There is already a debate regarding demand generation vs lead generation, figuring out which works better, so if you’re not careful with your marketing, you might end up biting off more than you can chew. But there’s one metric that will inform all your other goals.
Lon says: Audience Engagement
Tracking audience engagement is the most critical metric because it measures interaction with your brand. Developing an informed set of engagement component metrics that you can synthesize into one measurable metric is the goal. Every advertising platform (like Facebook and Google) tends to have metrics that can assist business owners to track their customer engagement and sales generation. Since these platforms often produce sales analytics individually, it might be tough for planning and execution teams to formulate a standard plan based on the statistics of various portals. Therefore, it is recommended to adopt the marketing mix modeling technique to quantify the impact of several marketing platforms on sales by combining numerous metrics.
Read more: 13 Crucial Metrics To Determine How Good A Content Marketing Program Really Is
4) How To Ramp Up Holiday Marketing in the Fall
Finally, maybe you’re reading this because you’re in the middle of/already planned/are stressing about your holiday campaigns. Yes? No? Regardless, we are sure that you are here for some juice that can help you amp up the game. One tool for that matter is SEO. Try using some top-notch SEO strategies, possibly with the help of a reputed Online Marketing Agentur, right before the holidays start, so that you can get the result you desire right on time. On top of that, Forbes offers 12 tactics to get your holiday campaigns in tip-top shape before the first echoes of holiday music pipe through speakers everywhere. According Lon, testing optimization strategies ahead of time should be top priority:
Lon says: Test Optimization Strategies Early
Use fall season to test optimization strategies. Test out different creative combinations and personalization tactics based on your key performance indicators. Consider placement level optimization, dynamic creative optimization (DCO), contextual targeting and retargeting, as well as ad types and devices. The holiday period will be your chance to reach far and wide — you don’t want to lose budget to error.
Read more: 12 Tactics To Ramp Up Your Holiday Marketing During The Fall Season