CitrusAd, a leader in retail media, has unlocked keyword bidding for brands and advertising agencies.
The tech company’s campaign dashboard has always shown which keywords were working the best for each campaign, with visibility into share of voice and percent of impressions won. However, marketers can now include separate bid strategies on each keyword all within one campaign, which is claimed will simplify campaign creation and consolidate campaign management. The new feature is set to be rolled out from June (see video).
The CitrusAd platform already suggests appropriate keywords and allows the advertiser to choose all keywords, while transparently showing the performance of each keyword within campaigns. Now brands and agencies can run campaigns on CitrusAd and optimise based on the performance of selected keywords.
This is the first in a series of platform enhancements that CitrusAd is introducing to help brands and advertisers easily create and manage campaigns.
“CitrusAd is delighted to bring this easy and intuitive way for marketers to optimise their campaigns,” said Adam Skinner, Managing Director, Retail Media Networks, CitrusAd.
“While a campaign may have had a CPC bid across the board initially, it was incredibly clear on our platform that some keywords are more valuable to marketers than others. The new bid-by-keyword capability, allows marketers to weight their campaigns by the most effective keywords for profitable results.”
