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Boosting Site Performance With Custom Bidding

Canadian Tire Corporation, Limited is a Canadian retail company which operates in the automotive, hardware, sports, leisure and housewares sectors. Its Canadian operations include: Canadian Tire (including Canadian Tire Petroleum gas stations and financial services subsidiary Canadian Tire Bank), Mark’s, FGL Sports (including Sport Chek and Sports Experts), PartSource, and the Canadian operations of Party City.

11.7%

Lift in new session rate

10.7%

Reduction in bounce rate

2.6%

Lift in pages per session

The Challenge

Canadian tire wanted to grow their existing customer base and found that an appropriate proxy for doing so was quality website traffic They therefore approached Brainlabs with the goal to engage and capture more qualified visitors to the site using DV360.

How we helped

Brainlabs worked with Canadian Tire to understand and refine their objectives, translating business goals to digital marketing metrics. Having determined the metrics we were targeting and then analysing their relative importance in new quality customer acquisition we coded a custom bidding algorithm to use for scoring site visits.

  • Developed a custom bidding algorithm to optimize toward increasing site visitors and page sessions across GA360 and DV360
  • Established an A/B test via DV360 to evaluate conversion lift and identify the true value of custom bidding (test) vs. control (tactics without custom bidding) on site performance

 

 

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