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Wins Qualified Site Visitors With Custom Bidding

Grand & Toy is a Canadian B2B end-to-end supplier of office products and services, founded in 1882 by James Grand as a home-based stationery printing business. It is owned by The ODP Corporation, whose other brands include Office Depot and OfficeMax.

605%

Lift in CTR

36%

Reduction in bounce rate

193%

Lift in new site visitors

The Challenge

Grand & Toy needed to increase site visit traffic. Critically the traffic needed to be from qualified and interested future customers in order to support a secondary goal to increase overall site interactions and conversions

How we helped

Brainlabs worked with G&T to understand their objectives. From there we planned a change in metric for optimising display activity. Given the complexity and number of conversions, we opted to use the DV360 custom bidding functionality.

  • Developed a custom bidding algorithm via DV360 to optimize audience and content targeting consisting of a heavy-focus on top performing in-market and affinity audiences (e.g. bargain hunters, value shoppers, etc.)
  • Adjusted custom bidding to optimize toward mid- to lower- funnel site performance, such as product page and order confirmation page loads, to improve the overall quality and volume of audiences to the website

 

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We love a challenge

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