A global leader in skincare faced a challenge with Non-Brand Search, which is a highly profitable tactic but one of the most difficult to optimize.
To optimize Non-Brand Search, the solution employed value-based bidding (VBB) in SA360. Rather than focusing on target return on ad spend (tROAS) or maximizing clicks, InfoTrust collaborated with the client to leverage their extensive user interaction data in Google Analytics 4 (GA4) for identifying high-value actions (HVAs) suitable for optimizing bidding. InfoTrust’s data scientists implemented a sophisticated regression model to assign conversion values to website interactions exhibiting the strongest positive relationships with omnichannel revenue.
A matched market test was conducted to assess the incremental revenue and lift associated with the VBB strategy compared to the previously utilized tROAS bid strategy. The VBB test cell demonstrated a statistically significant uplift in Brand.com sales, along with a directional increase in retailer sales, resulting in an overall incremental return on ad spend (ROAS) of 46%.
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