As a global leader in intent marketing, Natural Intelligence operates comparison websites that drive high-value customer acquisitions for leading brands. Of those comparison websites is Top10.com, which as their name implies, offers hundreds of Top 10 shortlists to help you make informed decisions and easily compare your purchasing options online.
Studies show that when it comes to comparison shopping, there are some serious generational gaps. According to Kenshoo’s Whitepaper on Marketing to Generations, Gen Z-ers are more likely to make impulse purchases, while Millennials often comparatively read product reviews before making a purchase decision. But according to Heather Dougherty, Consumer Research Director at Experian Marketing Services, “Baby boomers are still the main visitors overall of comparison-shopping websites.” Natural Intelligence experienced similar trends when analyzing their own data but were unable to accurately reflect the Lifetime Value of their audiences within the native social platforms. While Facebook was able to identify younger audiences were engaging with Top10.com’s ads, they were unable to identify and optimize towards older customers who eventually signed up for more content and proved to be more valuable to the brand.
In addition to the value of age; placement and device were other areas Natural Intelligence experienced varying results for and even data discrepancies when they analyzed performance across these segments. This made it critical for Natural Intelligence to have a robust bidding strategy to align audience behavior with their true value.
Natural Intelligence identified they must apply custom bids to reflect the value of each of their age, device and placement segments. To apply these learnings and set these custom bids through Facebook’s Ads Manager would take them hours. Practitioners recognize, in Ads Manager this setup requires taking one target group, creating an ad set for that group and only including ages 18-24 in the targeting and applying a unique bid, then creating another ad set for 25-34 year-olds and applying a unique bid, then another ad set for ages 35-44, and continuing this process for each of their different segments. Then factoring in the unique bids they want to apply to Android versus iOS and Facebook versus Instagram would take even more time.
*Does not reflect Natural Intelligence’s actual Bid Multiplier set-up
Applying a bidding strategy to accurately reflect the value of each audience segment proved to be effective for Natural Intelligence. By leveraging Kenshoo’s Bid Multipliers along with Campaign Budget Optimization, Natural Intelligence was able to increase their return on ad spend, while also saving the team time on campaign management.
Natural Intelligence operates comparison websites that drive high-value customer acquisition for leading brands. Their technology helps millions of consumers around the world make smarter, more confident buying decisions. Natural Intelligence does so by creating trusted comparison websites that enable consumers to easily compare products and services online and form high-value relationships with the brands they choose. Their partner brands, some of which are among the most prominent websites worldwide, utilize Natural Intelligence’s platform to maximize their online presence.
While Facebook was able to identify younger audiences were engaging with Top10.com’s ads, they were unable to identify and optimize towards older customers who eventually signed up for more content and proved to be more valuable to the brand.
Natural intelligence leveraged Kenshoo’s Bid Multipliers solution to apply a nuanced bidding strategy within one single ad set to enable advertisers to leverage signals indicating Lifetime Value and apply them to their social advertising.