Enhanced custom bidding strategy for DV360

Our strategy to improve conversion rates is centered on a custom-developed script. This script's role is to guide the algorithm in recognizing valuable customer interactions, even if they don't result in an immediate sale. We achieve this by incorporating various stages of the customer journey into our algorithm, enabling it to differentiate types of conversions based on their importance. For precise tracking, we use tools like floodlights and Google Analytics goals. This method allows us to more accurately identify and enhance the customer activities that lead to conversions.

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We ran a pilot project with D'Ieteren on their top brand, Volkswagen, aimed at boosting conversions, especially micro-conversions like using the car configurator. Starting in August 2023, we developed a system to give different values to three types of conversions in our script. After a month of testing, we adjusted these values. This led to better results and a clear rise in Volkswagen's micro-conversions.

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The collaboration between D’Ieteren and Programmads, marked by the deployment of the Custom Bidding Script in August 2023, has led to a shift in the optimisation approach. Programmads' contribution went beyond mere implementation; the strategic guidance and tailored script directly addressed Volkswagen's conversion goals.

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Following the implementation in August 2023, the Custom Bidding Script significantly boosted micro conversions for Volkswagen. In the seven months prior to its implementation, it achieved a conversion rate of 0,18%, compared to 3,16% from August to December 2023. Encouraged by these outstanding results, D'Ieteren has extended this Custom Bidding strategy across other automotive brands within its portfolio, aiming to replicate this success and further optimize their digital marketing efforts.

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