Custom bidding leads to more conversions at a lower CPA for the Financial Times
The Financial Times is an internationally-renowned newspaper group, focusing upon financial, legal, and business news.
25%
increase in conversions
20%
reduction in CPA
48%
increase in share of high value conversions
The Challenge
The Financial Times (FT) offers three types of subscriptions, at varying price points. These conversions are valued differently based on their lifetime value. For example, a Premium subscription is more likely to renew the next year than a Standard subscription.
The FT needed to maximise subscriptions driven by programmatic display at the lowest possible CPA. However, they also wanted to take into account the lifetime value of different conversions when it came to their bid strategy in order to increase long-term performance.
How we helped
The solution was to use the Display & Video 360 (DV360) custom bidding beta. With the three types of conversion assigned a different value, DV360 automatically built out a bespoke weighted-conversion algorithm that optimizes bids to achieve the highest return on investment. This ensures optimized performance without a complex campaign structure.
The test ran from March 6 to June 5, 2020. Using the custom bidding strategy not only led to more conversions (+25%) at a lower CPA (-20%), but the share of higher value subscriptions compared to customers that just signed up to a trial, the lowest value conversion, almost doubled. This shows that not only did the bid strategy drive greater conversion volume more efficiently, it also favored conversions of higher value to the FT.
Tell us your goals
We love a challenge
-
19%
reduction in CPA vs target
35%
increase in CTR vs target
The power of display provides new insight to wider marketing strategy for The Financial Times
The Financial Times is an internationally-renowned newspaper group, focusing upon financial, legal, and business news.
Find out what happened next...
Read more -
14%
incremental reduction in CPA
1349%
increase in brand interest
169%
increase in prospects compared to projections
Simply Business increases marketing efficiencies and enjoys 1349% increase in brand interest
Simply Business is a fast-growing, UK-based, tech-driven company supplying tailored insurance to small businesses. Brainlabs partnered with Simply Business to support their expansion into the US market and to increase their marketing efficiencies through Search Ads 360, Display & Video 360, and Campaign Manager.
Find out what happened next...
Read more