How Linio streamlined performance with automated bidding

If you live in Mexico, Colombia, Chile, Peru, or Argentina, chances are you’ve bought something on Linio. One of the main marketplaces in Latin America, Linio’s value proposition is to offer the best combination of variety and quality. It’s a proposition that resonates with over five million shoppers.

Since its debut in 2012, the platform has seen explosive growth fueled by its depth of products and service guarantees like free returns and purchase protection. Consumers also flock to its app, which was awarded “The Most Innovative App of 2018” by the Ecommerce Institute de Latinoamerica al Mundo.

Linio’s rising star is also thanks to its openness to trying new things. Mayumi Park Campos, LATAM Automation Marketing Manager, explains – “At Linio, we always seek to have a solution before having a problem, new ways of doing things, to make the most of all resources and analyze the data before making decisions.”

They’ve extended that attitude of openness to their relationship with Criteo as well, constantly testing new products, trying new features, and using the learnings to further optimize results.

Saving time with AI-powered optimization

Linio partners with Criteo on web and app conversion campaigns to re-engage high quality visitors and increase sales, especially during key events such as Hot Sale.

Data from more than two billion monthly shoppers and more than 100 shopper intent signals help Linio deliver dynamic ads to those most likely to convert. Then AI technology continuously learns and optimizes campaign performance to reach their extremely competitive cost per sale goals.

Though campaign performance was strong, Linio was eager to enable Criteo’s automated bidding tool to further refine results. Automated bidding removes the need for manual cost per click (CPC) adjustments, saving Linio valuable time while improving performance.

In terms of benefits, there are several, says Mayumi. “Without [automated bidding], we would need to make more manual bid adjustments on a frequent basis. Now, this is taken care of automatically. The campaign scale gets automatically adjusted based on the site and its performance, and category-level optimization is automatically taken care of.”

Partnering for the future

Enabling automated bidding was another successful example of Linio’s test and learn approach, bringing more stability and improved KPIs to their conversion campaigns. They plan to continue raising the bar, with Criteo’s help.

Ajay Kumar Das, Programmatic Lead, says, “For the future, we seek to speak individually to clients through our different digital marketing platforms, create a customer journey that adapts to the needs of each client and in which it interacts with the channels that generate the greatest growth for Linio. We believe that working with Criteo we can achieve that type of communication.”