Case BNP Paribas Fortis: How Value-based bidding led to cost per lead reductions up till -61%

Over the years, BNP Paribas Fortis has massively increased its online presence to meet the change in behavior and needs of the consumer. After several years focussing on one single conversion as the unique KPI, 2021 has been a turning point for BNP’s campaign optimisation. In order to maximize the revenue, the entire customer journey has been taken into account to train the smartbidding to look for more valuable audiences.

With algorithms getting smarter and smarter, combined with a value-based approach of every single micro-conversion, BNP has succeeded in decreasing its cost per lead on all its promoted products compared to the year before. During this session, BNP will share what has been put in place to achieve those results.