Scibids, an artificial intelligence (AI) provider for digital marketing, used its AI as a service solution for Charlotte Tilbury, leveraging Google Display & Video 360’s custom bidding feature, which has reduced customer acquisition costs by 29%.
The challenge
The high-value beauty retailer could not grow its media spend above a certain plateau without also growing the cost per customer acquisition beyond profitability thresholds. This is because high price point products drive fewer conversions at a higher price and this gives bidding algorithms less data to learn from.
The solution
As the beauty brand had fewer conversions to optimise from, Scibids AI generated multiple times per day tailored full-funnel algorithms that factored in relevant event data higher up in the user journey. This included valuing visits, clicks, and ad viewability as new input signals.
From the start of the campaign, Scibids’ custom bidding strategy provided Display & Video 360's machine learning technology with more events to learn from, saving time and limiting media waste. From there, Scibids AI kept informing Display & Video 360’s bidding tool with accurate impression scoring.
Scibids gave more weight to upper and mid-funnel events in the bidding process which allowed Charlotte Tilbury to increase viewable reach. This avoided repeatedly reaching the same viewers with the same ad, which is a common remessaging pitfall.
The results
The custom bidding strategy reduced the beauty brands cost per acquisition by 29. Within two months conversation rate increased by 60% and the brand doubled their viewable reach within budget limits by optimising frequency.
Andrew Leung, Global Head of Performance Marketing, Charlotte Tilbury Beauty, commented: “Scibids’ unique application of Display & Video 360’s custom bidding solution across our campaigns generated a step change in performance.”
“We will now be doubling down on our first-party data strategy and plan on using those insights to enrich Scibids’ learning database. We are excited to leverage this partnership to further scale our programmatic effort.”
Remi Lemonnier, Co-founder & President, Scibids, added: “Within just 2 months we saw Charlotte Tilbury Beauty achieve fantastic results by reaching customers far more profitably. Display & Video 360 provides the perfect framework to unlock the power of Scibids customizable artificial intelligence. Our algorithms take the brand’s specific goals into account to design a personalised bidding strategy that can help them grow media efficiency and scale.”
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