How Betterment Used A Custom Bidding Script To Refine Its Ad Strategy | AdExchanger

"Turning leads into conversions isn't easy for any marketer - especially when using the product can represent a lifetime commitment. Automated investing platform Betterment positions itself as a "long-term investing platform," according to CMO Kim Rosenblum. Its primary offering is direct-to-consumer, but it also has B2B products and a 401k platform, so potential users often spend more time considering their options before signing up compared with its "more transactional" competitors, Rosenblum said."

"To help reach and convert that audience more efficiently, Betterment has been working with media and tech consultancy AdSwerve as its programmatic partner since 2019. Over the past few years, the partnership has expanded. AdSwerve now manages SA360 campaigns and programmatic for all three of Betterment's business lines, and recently developed a custom bidding script to further improve Betterment's digital ad performance."

"That work continues as Betterment faced an unrelated challenge last week when a hacker breached the app's systems to send a fraudulent message about cryptocurrency attempting to trick users into sending funds. The unauthorized access involved third-party software platforms, rather than Betterment's own infrastructure, per a statement released January 12. Betterment did not share any additional comment. Flipping the script One of the first things AdSwerve noticed was that a lot of Betterment's leads were fizzling out rather than converting."

Betterment positions itself as a long-term investing platform with direct-to-consumer products plus B2B offerings and a 401(k) platform, causing potential users to take more time before signing up. Betterment has partnered with media and tech consultancy AdSwerve since 2019 to improve programmatic performance. AdSwerve now manages SA360 campaigns and programmatic across three business lines and developed a custom bidding script that uses custom floodlight variables to score impressions by predicted impact. A recent unauthorized access via third-party software sent a fraudulent cryptocurrency message to users. The custom script aims to identify and reach prospects seeking a longer-term financial partner and reduce lead attrition.

Read at AdExchanger