Turkey’s D&R has best Black Friday ever thanks to Criteo’s ARO model

Solution

To boost sales efficiently, D&R used Criteo’s Adaptive Revenue Optimization (ARO) model to run a COS targeted retargeting campaign with banners featuring coupons. 15-20 days before Black Friday, COS targets were increased to reach the maximum number of customers possible. One day before Black Friday, teaser banners were uploaded hinting at a special surprise to build excitement and capture attention. On Black Friday itself the banners were updated to feature special offers.

Throughout the campaign, the Criteo and D&R team analyzed reach, audience, competition, and cost value day by day and optimized as needed to maximize performance. The flexibility and scalability of ARO, coupled with the account team’s close attention resulted in D&R recording the most sales ever on the website.

How it works:

• Adaptive Revenue Optimization defined CPC bids according to the ROI goal to maximize performance and reach COS targets.
• Highly personalized ads showed products that a shopper was most likely to be interested in, when they were most likely to buy.
• Ads were focused on those who were most likely to convert by accurately predicting purchase intent, using an anonymous cross-device understanding of each shopper’s behavior across all devices, browsers and apps.
• Ads seamlessly connected with every shopper across devices, apps, and the web through insights from our pooled data and the 1.4 billion shoppers we see each month.
• Machine-learning technology worked continuously to improve the campaign’s performance.