Video campaign
for opening a bank account

It was important for the advertiser to reach maximum coverage and attract new customers to the bank who will apply for an account (click on «Open account»).

1. Client installed tracking and conversion pixel getintent on site

The tracking pixel was set up a week before the posting to check the audience of the site for affinitivity (on which sites, categories of content and audience segments is the target audience present), which gives the possibility of more accurate choice of strategies.

Conversion pixel was set on target action on client site. Collected data about users who made the conversion. Predictive systems models learned from these data and found similar users, predicting their likelihood of doing the same.

2. Audience segment enrichment

Below are segments in which the user is adjacent to the initially agreed segments with interest «Business». During the campaign from the extended segment report, we identified efficient adjacent segments that were converted to a target action (click on «Leave request»). Advised advertisers to include them in future placements, including for increased volume by crossing with adjacent segments.

Getintent Expert Advice: «To increase the target audience when targeting on «Segments» in «Negative targeting» you can exclude inappropriate segments. For example, when targeting travelers you can remove segments with unwanted countries».

We analyzed which segments users fall into, enriched the data and added explicit segments:

• Entertainment and hobby
• Society, law
• Interviews with actors, revelations, show business
• Home and family
• Interest in movies and services
• Technologies and electronics
• Health Care Workers
• Interest in Russian cinema
• Sport and recreation

3. Continuous domain optimization

We have selected domains with the highest quality post-click indicators, thanks to continuous collection and updating of white-lists. Targeting on individual domains such as rutube.ru, vokrug.tv, cosmo.ru and ntv.ru has also allowed to reach a larger volume of target audience.

4. The client has enabled Analytics Bridge to analyze post-click metrics

Analytics Bridge is a DSP Getintent functionality that allows you to upload statistics from third-party analytical systems such as Yandex.Metrica and Google Analytics. After enabling this functionality, all metrics can be found in the extended report.

Advantages of the tool:

• One free UTM tag with a macro is enough [[EVENT_ID]]
• Create additional campaigns with different settings and compare the results
• Statistics in all available sections in a single extended report
• Security: we do not see data from other sources

Its use in the advertising campaign helped us to track and disable SSPs that provide traffic with post-click indicators below expected (time on the site, depth of views and bounce). Segments, publishers, and TagID macros were excluded. Analytics Bridge also made it possible to identify ineffective creatives, which subsequently allowed them to be disabled.

Getintent Expert Advice: “If it is not possible to connect the Analytics Bridge tool for deeper traffic analysis, then you can download data from the analytics system. There, using the installed macros CAMPAIGN_ID, CREATIVE_ID, CREATIVE_SIZE, DOMAIN and TAG_ID, it is possible to collect information about completed conversions in different sections, find out which campaigns, creatives, player sizes and domains the audience comes from, performing targeted actions”.