As a digital advertising agency, ROI Marketplace manages substantial marketing budgets for clients across a wide range of industries, each with unique marketing goals, requiring meticulous execution to optimize. To better achieve these goals, MediaGo’s latest upgraded deep learning models have empowered ROI Marketplace to filter high-quality traffic, pinpoint users with genuine interest and conversion intent, and implement intelligent bidding. This has resulted in a 170% increase in average conversion rate (CVR), a 163% increase in spend scale, and an 8.8% improvement in return on advertising spend (ROAS).
Background
ROI Marketplace is a digital marketing and native advertising agency with over a decade of experience placing ads on major native advertising platforms worldwide. The agency handles significant marketing budgets for clients across a wide range of industries globally.
MediaGo recently conducted a comprehensive upgrade of its deep learning models. The enhanced models can accurately assess traffic quality, execute intelligent bidding for ad placements, and provide precise predictions at every stage of the marketing funnel, assisting advertisers in maximizing their return on investment (ROI).
Challenge
As a specialized advertising agency, ROI Marketplace serves clients across diverse sectors such as health, e-commerce, finance, and beauty. Each industry has its distinct target audiences and advertising objectives, which requires precise segmentation of target audiences for each offer and identification of the most suitable traffic based on specific advertising goals. Achieving this level of detailed operation for each offer is nearly impossible through manual efforts alone.
Regardless of the industry or advertising objective, the primary goal remains to increase conversions while maintaining controlled costs. In order to effectively optimize its managed advertising campaigns, ROI Marketplace urgently required the support of advanced advertising technology.
Solution
This year, MediaGo introduced five new deep learning models that enable precise predictions at every stage of the marketing funnel, including exposure, clicks, and conversions, making intelligent bidding smarter.
At the exposure level, in addition to matching target users with creatives, MediaGo’s attention prediction model accurately predicts the exposure efficiency of different ad placements and selects those with higher efficiency for bidding. For example, when applied in the beauty advertising, the attention prediction model was able to increase the viewable exposure rate by 15.14% within just four days.
Advertising campaigns have varying definitions of conversions. MediaGo’s interest prediction model and intention prediction model leverage media feedback and interactive data for targeted training. These models can predict user behavior intentions throughout the entire customer journey – from browsing to adding items to the cart, making purchases, or submitting leads – allowing it to enhance the conversion rate of advertising campaigns.
From lead generation to e-commerce advertising, accurate predictions at each stage of the marketing funnel provide a more substantial data foundation for smart bidding. Armed with this data, ROI Marketplace utilized MediaGo’s advanced bidding strategy model in maximum conversion mode, incorporating TCPA as a secondary constraint, to achieve a higher number of conversions while maintaining a stable overflow rate.
Results
By leveraging MediaGo’s advanced deep learning models, ROI Marketplace has significantly optimized its advertising campaigns. In just one quarter, they achieved a 170% increase in average conversion rate (CVR), a 163% increase in spend scale, and an 8.8% improvement in return on advertising spend (ROAS).
Read all about Mediago’s case study with ROI Marketplace here.
“MediaGo is at the forefront of deep learning development, with targeted models that focused on specific nodes of the marketing funnel to meet diverse advertising objectives. These advanced models effectively help advertisers enhance ad performance, setting MediaGo apart in the advertising industry.”
– Joe Burton, Founder of ROI Marketplace
