Financial Services Advertiser Boosts Website Visits with Simpli.fi’s Bombora B2B Contextual Solution
Overview
Driving Website Visits and Chatbot Interactions
With the evolving landscape of business-to-business (B2B) advertising, companies are focused on finding new ways to engage and convert key decision makers. Through contextual advertising, these B2B businesses have the unique opportunity to reach relevant audiences through placing ads alongside specific industry content. By partnering with Bombora, the leading provider of intent data for B2B sales and marketing, Simpli.fi delivers a first-to-market solution that merges ad placement precision targeting with Bombora’s exclusive B2B industry-specific categorizations.
Recently, a financial services advertiser wanted to leverage this partnership with Bombora to achieve the goals of driving website traffic to their landing pages and increasing engagement with their online chatbot. The advertiser previously worked with Simpli.fi on more traditional behavioral targeting tactics, but wanted to perform a test to compare to the effectiveness of Bombora’s B2B contextual targeting. They conducted two campaigns under similar conditions, including identical budgets and flight dates.
Putting Bombora to The Test
First, Simpli.fi and the advertisers established a strategy to use Bombora’s B2B contextual segments. This unique integration combines Simpli.fi’s ad placement-level technology with Bombora’s proprietary topic-based B2B targeting. By mapping Bombora’s B2B categories to page context, the financial services client was able to identify their target audience and drive precision and scale.
The second campaign was a control campaign utilizing traditional behavioral segments to reach their desired audience based on a user’s behavior. These segments were created by analyzing and tracking user interactions and engagement with websites, apps, and digital content.
Achieving Unmatched Results
By the end of the two-month long campaign, it was clear that Bombora’s contextual segments outperformed the traditional behavioral segments on a number of metrics including CPA, cost efficiency, impressions, and conversion rates. Ultimately, the contextual campaign delivered more efficient results, ultimately maximizing the advertiser’s Return On Ad Spend (ROAS).
The Bombora B2B contextual segment campaign achieved an eCPC (effective Cost Per Click) almost half that of the traditional behavioral campaign eCPC. This led to a $2 reduction in eCPM (effective Cost Per Mille) for the campaign using Bombora’s contextual segments. Thanks to these efficiency gains, the contextual campaign delivered more than 38% additional impressions and 83% more clicks than the behavioral campaign.
The Bombora B2B contextual campaign outperformed the traditional behavioral campaign with 48% improvement in landing page CPA and 19% improvement in chatbot CPA, showcasing its effectiveness in driving higher conversion rates.