How Bakeca.it strongly increases its website sessions: +25% in 3 months

Shifting focus to reach goals

Bakeca was already using Criteo’s web traffic campaigns to re-engage existing visitors and users and bring them back to the site. AI technology, coupled with the world’s largest open commerce data set helped them deliver the right ad for each person, at the time when each was most likely to be interested.

To achieve their traffic goals while maintaining a reasonable CPC, Bakeca approached the campaign from a new perspective. Rather than optimizing the campaign to hit a specific margin, Bakeca switched to optimizing for clicks to the site plus one action taken on the site. This shift expanded the traffic- and lead-driving opportunities of the campaign while keeping CPCs down.

The result was a 40% decrease in the cost per session, a 9% reduction in the bounce rate, and a +25% increase direct website sessions.

“Thanks to the collaboration with Criteo we were able to work on bringing more sessions at a more contained cost that with the greater engagement later converted on our website. Criteo’s work was fundamental in the role of assisted conversion.”