John Lewis’s digital agency, Infectious Media, worked with Google to create an A/B test to try out the new Custom Bidding product. The control group used the standard DV360 algorithm to drive higher overall purchases while the test applied a Custom Bidding script optimised to John Lewis's custom ROI KPI. This allowed the team to leverage revenue, and also enhance the bidding further by ensuring John Lewis was only bidding on viewable impressions. This meant they could better attribute the success of the campaign to those impressions which were verified as seen by customers.
With the successful testing of the Google Custom Bidding product on DV360, we are helping clients gain a competitive advantage by customising algorithmic bidding to match specific marketing goals.