Mercado Shops
Using 1-click experiments to drive incremental conversions.
Driving incremental conversion through Broad Match and Smart Bidding
Mercado Shops, Mercado Libre's third division in terms of revenue, is a digital platform for the creation of free online stores that provides services throughout LatAm. Their CBO is focused on getting the most Store activation on their site. To achieve this, we detected the challenge of combining Broad Match + Smart Bidding in their Non Brand campaigns.
Through Opti Score recommendations, we noticed that Mercado Shops had a great opportunity to capture additional conversion on their Category campaigns across the region (MX, CO, AR, BR, and CL). We decided to apply the automatic suggestions of Broad Match through 1-click experiments, which allowed us to verify the impact of this match, together with a Target CPA (Smart Bidding) strategy.
All experiments carried in the region showed an increase in objectives of Mercado Shops. On average, +34 conversions (+2K total) were achieved with a 16% lower CPA.
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