How Swiss Mobiliar Increased the Conversion Rate with an Attention-Based Bidding Algorithm
Intro
The Swiss insurance company is increasing the effectiveness of its digital campaigns. Following the successful test of the Attention-Based Bidding algorithm for Display and Paid Social campaigns, it will soon be implemented in always-on campaigns.
Challenge
Swiss Mobiliar, an insurance company, had built a strong online presence using the Display & Video 360 algorithm to maximize visibility.
Together with e-dialog, they challenged the standard algorithm with a custom bidding algorithm that considered more aspects. The goal was to increase website traffic and soft conversions.
Thanks to Attention-Based Bidding, we have made the most of our advertising spend while significantly increasing the quality of our website traffic. This is a revolutionary solution that takes our campaigns to a new level!
Dominique Perrinjaquet, Campaign Manager, Swiss Mobiliar
Measures
While the standard algorithm (maximizing visibility) ensured that users actually saw the ad, the Attention-Based Bidding algorithm considered two aspects: the time a user spent on screen and the type of device they used. Depending on the device, the user received the appropriate ad format. In addition, the algorithm favored users who spent more time on screen. Mobiliar compared the two algorithms in an A/B test (October to December 2023).
Results
The test showed that the Attention-Based Bidding algorithm led to significantly more conversions (page visits and soft conversions) at a lower price compared to the standard algorithm.
The viewability rate dropped to 65% compared to the 88% achieved by maximizing visibility. The test showed that the Attention-Based Bidding algorithm was much more effective at generating website traffic. Mobiliar looks forward to testing the algorithm in an always-on campaign for various ad formats.
- % higher conversion rate than the standard algorithm
- % CPA (Cost per Action)
- % CPC (Cost per Click)
