Our AdTech is designed and implemented in-house to perform an advanced, data-driven bidding strategy. The technology works across all campaigns, for every product, on every keyword, day or night, 365 days a year. These scripts have provided results that even a whole team of people would struggle to achieve.
On a weekly basis, the AdTech script calculates a target cost-per-acquisition (CPA) by monitoring and recording cost, revenue and profit metrics at a product level. Following this, the script generates a MaxBid for each keyword integrating the following data:
- Key Google AdWords performance metrics from the last 28 days, including clicks and conversion rate;
- QuoteSearcher’s keyword performance data, in relation to the individual insurance type’s predefined target CPA.
The script runs daily and generates a MaxBid using the following formula:
A key feature of the AdTech is the ability to safeguard against dramatic drops in performance that could potentially have catastrophic impacts on Quotesearcher’s media spend and performance. By monitoring cost, revenue and profit data on an hourly basis, at keyword level, the AdTech consistently maintains daily profit targets. Further to this, hourly performance monitoring offers the capability to respond with agility to surges in market demand and capitalise on the opportunities that put QuoteSearcher ahead of the competition.
Determining an insightful reporting time-frame and identifying the most pertinent metrics for QuoteSearcher’s business model were central to this tailor-made technology solution.