But Criteo has helped the brand manage high volumes of bids – 50-60% of business happens occurs during three high-volume holidays, including Valentine’s Day and Mother’s Day. Telefora could also enter its goals automatically and bid up or down more effectively by factoring in seasonality.
Revolve Clothing also managed paid search in-house but it was a “cumbersome task” so those responsibilities were outsourced to DataPop before its acquisition, said Ben Shum, search engine marketing manager, for Revolve and its luxury brand subset, FWRD.
“We had worked with a third party for bidding, but didn’t feel they took into account that text ads and PLAs require extremely different strategies,” he said. “Using DataPop and Criteo, we were able to get some quick wins just by making changes to our category-level titles and descriptions.”
Criteo claims its emphasis on performance and its ability to consistently outperform competitors due to direct publisher relationships also applies to Predictive Search.
“When people type in the word ‘dress,’ they’re not bottom of the funnel,” said Jason Lehmbeck, the GM of search at Criteo, and former co-founder and CEO of DataPop. “They’re in this discovery phase, so for us, prospecting is interesting and we’re looking at doing that in a programmatic way to match the right user to the right product at the right price based on our engine.”
Criteo thinks there’s more opportunity to combine intel from search with other data sets. For instance, it may one day tap sponsored product data from HookLogic when a marketer identifies a consumer at the brand or category level.
Or, with the evolution of Google Shopping Ads to include email matching, marketers can alter their ad creative based on CRM data around product preference, past purchase history and price.
“You can argue Carousel ads [product ads in Google search results] are more of a CRM feature,” Lehmbeck said. “Where, if you’re a loyal Teleflora customer and it’s a special occasion, maybe that would help determine whether or not you get free shipping.”
Predictive Search aims to tie these kinds of CRM-based insights to programmatic bids, allowing a marketer to re-engage a high-value customer or set bid parameters based on a user’s likelihood to purchase.
The Predictive Search product is generally available in the US as of Tuesday, and will begin rolling out globally in 2017.
Correction: DataPop was headquartered in LA, not Paris, as the article originally stated.