Scaling Programmatic Success for Capital One Shopping
In Short:
Capital One Shopping turned to Delve Deeper to improve its programmatic advertising strategy, reduce cost per install, and increase awareness and installs by 40%.
The Challenge:
Capital One Shopping (COS), a free browser extension tool from Capital One that helps users save money and earn rewards, had several challenges in its programmatic advertising. A primary issue was a high cost per install (CPI), with initial rates reaching $326, which hindered campaign efficiency. It also faced scaling problems, struggling to grow top-performing URLs without compromising performance. The optimization process for selecting, targeting, and optimizing inventory purchases also proved to be complex. To address these challenges, COS turned to Delve Deeper for assistance in improving its advertising strategy and outcomes.
The Approach:
Delve Deeper used a unique optimization strategy to improve ad performance, following its Start/Stop/Continue methodology of continuous optimization. First, we found the best websites to show ads through open bidding campaigns. We then focused on those top-performing sites, set up exclusive deals with them, and expanded those deals. Finally, we upgraded the deals to secure partnerships, which helped us scale and improve results even more.
More specifically, we focused on improving the quality of ad placements by refining URL targeting and using a mix of real-time bidding (RTB), private marketplace (PMP), and programmatic guaranteed (PG) deals:
- Top-performing websites were prioritized to increase ad impressions on high-converting sites.
- Bidding was adjusted with the goal of reducing cost per acquisition (CPA), following a structured optimization plan that included setting install goals and excluded poorly performing Google Ads audiences. The plan also tracked performance daily, and made small changes every four days to maintain stability.
- Custom URL targeting through RTB allowed the team to secure premium ad inventory and balance availability with cost efficiency to maximize installs.
Summary:
Delve Deeper Results:
Over an eight-week period, the strategic shift toward high-quality inventory through PMP and RTB targeting resulted in improved overall performance, higher conversion rates, and the ability to scale spending on top URLs. Delve Deeper’s unique optimization strategy yielded transformative results:
Our structured approach showcases how Delve Deeper systematically tackled the programmatic challenges faced by Capital One Shopping, which lead to performance improvements and cost reductions.