How Betterment Used A Custom Bidding Script To Refine Its Ad Strategy
Recorded: Jan. 21, 2026, 9:03 a.m.
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How Betterment Used A Custom Bidding Script To Refine Its Ad Strategy | AdExchanger
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Over the past few years, the partnership has expanded. AdSwerve now manages SA360 campaigns and programmatic for all three of Betterment’s business lines, and recently developed a custom bidding script to further improve Betterment’s digital ad performance. Subscribe AdExchanger Daily Daily Roundup Daily News Roundup The algorithm within the script ranks the performance of each conversion type so AdSwerve knows which audience to target.
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Betterment’s utilization of a custom bidding script, developed in partnership with AdSwerve, demonstrates a sophisticated approach to refining its digital advertising strategy, particularly in reaching its long-term investing audience. This case study highlights the importance of data-driven decision-making and moving beyond generalized assumptions within programmatic advertising. The core of Betterment’s strategy, as articulated by CMO Kim Rosenblum and senior director of performance and brand marketing Matthew Prager, revolves around targeting an audience that is distinct from those solely focused on short-term, transactional investing. This audience demands a longer-term perspective, requiring Betterment to tailor its messaging and, crucially, its bidding parameters. The script’s deployment, facilitated by AdSwerve’s expertise, directly addresses this distinction. The script utilizes custom floodlight variables—data parameters such as product category and deposit type—to score impressions based on predicted impact, allowing advertisers to prioritize inventory likely to resonate with this specific long-term investor demographic. A key element of this approach is the recognition that conversion types carry different values. The script, as implemented within Google’s DV360, ranks performance based on value, recognizing that a simple click is less valuable than a deposit action. This move reflects a more nuanced understanding of the customer journey and the importance of optimizing for high-value outcomes. It’s a shift from simply aiming for reach to strategically prioritizing conversion types that align with the company's core objective: attracting and converting users into long-term investors. Before the script's implementation, AdSwerve conducted a thorough analysis of Betterment’s historical data, identifying areas for improvement beyond just revising creative or targeting themes. This proactive approach—as evidenced by Megan Folkmann’s emphasis on broadening reach rather than "pummeling the same users"—underscores the value of data-driven hypothesis testing. Notably, the script’s success challenged initial assumptions about ad unit performance. Contrary to Prager and Rosenblum’s initial expectations—that larger, more prominent ad units would outperform smaller mobile banners—the data revealed that smaller units, particularly mobile banners, were highly effective within the retargeting program. This demonstrated the importance of adapting to the customer’s journey and recognizing that engagement can occur in diverse contexts. The script facilitated a “check yourself on your assumptions” approach, promoting a reliance on data rather than ingrained marketing instincts. Ultimately, Betterment’s adoption of this custom bidding script with AdSwerve showcases a commitment to a truly data-centric approach to advertising. By acknowledging the distinct needs of their long-term investing audience and prioritizing conversion value, they were able to not only refine their ad performance but also challenge conventional marketing wisdom. |