“Bid Multipliers helped us tackle business needs and data discrepancies in a way that led to a significant increase in profits.”
Shay Rubinek, Sr. User Acquisition Manager- Natural Intelligence

Increased Performance

25 %
ROAS
7.5 hrs
Time Savings

Challenge: Applying Unique Strategies for Varying Audience Segments

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.

Solution: Implementing an Easy and Robust Bidding Solution

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. 

  • This is when 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. Bid Multipliers makes it possible to dig into an ad set that is targeting all age groups, placements, and devices and set a unique bid for each of these segments. Natural Intelligence was then able to bid higher for Baby Boomers than younger age groups, bid lower for facebook and messenger, and bid higher for particular devices. All while only needing one active ad set.            


*Does not reflect Natural Intelligence’s actual Bid Multiplier set-up

  • This also worked perfectly with Facebook’s Campaign Budget Optimization feature. Facebook recommends advertisers consolidate their targeting for a more simplified account structure, making creating dozens of ad sets a bad practice for Facebook marketers. Natural Intelligence was then able to give Facebook the reins to make automated budget optimizations while still keeping control over how much they are paying for each unique segment.
  • Kenshoo also makes it possible for advertisers to track and optimize towards their true KPI to more accurately tie their optimization strategy with their true business goals. For Natural Intelligence, this meant tracking leads submitted within Top10.com’s site without needing a complex Facebook pixel set-up. Kenshoo makes optimizing towards any advertising goal easy and accurate. 

Results: Enhanced Bidding Leads to Improved ROAS

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. 

  • Saved an average of 1 – 2 hours a day on campaign management and optimizations.
  • Increased their Return on Ad Spend by 25% after aligning their bidding and optimizations to reflect their audience value and business goals.

Background

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. 

Challenge

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. 

Solution

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.

Results

  • Saved an average of 1 – 2 hours a day on campaign management and optimizations.
  • Increased their Return on Ad Spend by 25% after aligning their bidding and optimizations to reflect their audience value and business goals.