Artarium got in touch to explore how DV360 can help in achieving better outcomes in terms of effective utilization of the new bidding strategy and nudging the user down the funnel for purchases as the end goal.

AnalyticsLiv’ team goal was to improve campaign efficiency by increasing conversions, while reducing CPA (Cost Per Acquisition) and overall spend. The challenge was to introduce and implement a new bidding strategy that would maximize performance while ensuring cost-effectiveness.

We started the account with an initially structured custom bidding model tailored to optimize for conversions bringing users down the funnel with a higher weightage added for purchase as the bottom of the funnel event along with other stages of funnel playing a sole in weightage distribution. This was launched with the initial campaigns for brand reach, to ensure training of the custom bidding strategy is completed by the time we get the required volume in each audience associated with first party data.

We started the campaign with a custom bidding strategy for maximizing spends to ensure the learning of the campaign is not hindered while ensuring that right audiences are targeted with the right data. After a week, we understood the impr. Value / cost figure for every audience we were targeting and we aligned the campaign’s line items to achieve the results in a target value. This was a routine activity with change lead by 5-10% of variance in improving the targeted value.

We refined the model by aligning bidding signals with high-intent users, ensuring smarter bid allocation and better results for our campaigns.

The next step aligned with the strategy is to get more and more users at the bottom of the funnel from the sole impact of clicks from DV360. A new custom bid strategy is on the way and we are ready to align our goals with our clients' success.

This case study demonstrates the power of funnel based audience segmentation with personalization in DV360. By analysing performance and implementing strategic adjustments, AnalyticsLiv helped Artarium achieve improved conversions at cost efficient CPA.