Achieving Higher CTR with Adnaut’s Custom Bidding Algorithm

Context/Problem Statement

Skyrise, a leading digital advertising agency, aimed to improve campaign performance for one of its clients. The objective was to achieve a higher click-through rate (CTR) in their UK display prospecting campaign. Traditional bidding strategies were failing to deliver the desired results, necessitating a more tailored solution.

Solution/Approach

To address this challenge, Skyrise deployed Adnaut’s proprietary Custom Bidding Algorithm (CBA), specifically designed to optimize for KPIs such as CTR and viewability. The algorithm dynamically adjusted bids to prioritize high-performing inventory. A parallel test campaign was run with identical targeting settings to compare the effectiveness of CBA against the traditional bidding strategy i.e., Maximize Clicks bid strategy of the DSP.

Result

• The CBA campaign achieved a 258% increase in CTR compared to the original campaign i.e. performed than DSP’s bid strategy.
• Viewability improved by 40%, indicating that the CBA secured higher-quality placements.
• Despite serving fewer impressions, the CBA drove 70% higher clicks, highlighting its ability to target more engaged audiences effectively.

Impact Metrics

• 70% higher clicks with fewer impressions, demonstrating enhanced targeting efficiency.
• 258% increase in CTR, driving higher engagement.
• 40% improvement in viewability, indicating higher-quality ad placements.

This case study illustrates the transformative potential of Custom Bidding Algorithms in achieving business goals. By leveraging advanced optimization techniques, Adnaut successfully enhanced campaign performance, proving the value of Custom Bidding Algorithms for Skyrise.