Driving Deep Funnel Actions with Value-Based Bidding
Challenge
A top investment client optimized its media strategy using account registration signals in Google Marketing Platform (GMP). While this boosted account registrations, it didn’t drive their core KPI: brokerage account deposits. They needed an approach that better aligned with their true goal.
How it works
- Syncing internal user IDs with Google via Match ID.
- Ingesting and transforming offline deposit data weekly in Snowflake.
- Automating uploads using Offline Conversion Ingestion tool.
- Feeding deposit values into CM360 as a new optimization signal.
- Testing Value-Based Bidding in SA360 to improve performance.
Outcomes
-
lift in average deposits
-
lower cost per deposit