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Advanced machine learning has been able to reduce manual efforts in Google’s Smart Ad with its algorithm elements. Learn to set unique performance target goals & optimize search bids to your attribution model. Hit your target ROAs and maximize conversions while Improving your Google’s Smart Ad Units performance. Join our expert Search speakers as we unpack how to improve your campaign’s performance with Smart Bidding, LSAs, and Responsive Search ads.

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  1. 1. Strategic Paid Search Marketing Automation Series Optimize Your Search Campaigns with Google Smart Ads, Competitor Analysis & Controlled Budget
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. Today’s Speakers Lewis Brannon Senior Retail Search Manager Aaron Levy Director, SEM
  6. 6. Today’s Agenda ● Smart Bidding Overview / Concepts ● Bid strategies Breakdown & Use Cases ● Understanding Smart Shopping ● Smart Ads Guide - Responsive Search Ads
  7. 7. POLL QUESTION Are you actively using Google smart bidding strategies on your campaigns?
  8. 8. Smart Bidding 101
  9. 9. tbdWhy Use Smart Bidding?What Is Smart Bidding? “...automatically optimize bids using advanced machine learning to get more conversions within a performance target.” Aims to address any of these objectives: ● Increase Traffic ● Increase Visibility ● Get More Conversions ● Meet a ROAS Target ● Maximize Conversions at a set cost per order
  10. 10. tbdWhy Use Smart Bidding?Smart Bidding - How to Use Campaigns > Settings > Bidding > Change Bid Strategy
  11. 11. What is the technology Pillar Concepts of Smart Bidding Advanced machine learning Large scale contextual signals Flexible performance control
  12. 12. Smart Bidding Strategies 1 2 3 4 Maximize Clicks Target Page Position Target Impression Share Target Outranking Share Traffic / Visibility Focused 1 2 3 4 Target CPA Target ROAS Enhanced CPC Maximize Conversions Conversion Focused
  13. 13. Smart Bidding Strategies Breakdown
  14. 14. Bidding Strategies & Goals - Comparison Chart
  15. 15. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Target CPA SPECS: ● Uses historical conversion data (must have) and contextual signals at auction to find optimal bid ● Some conversions will be above target, but should balance towards target over time ● Excludes last few days of data ● Can set minimum and maximum bid levels (portfolio only) TIPS: ● Set initial CPA in line with current CPA to start then adjust ● Set mobile bid modifier to 0% or break-out mobile into own campaign ● Keep ad group / keyword themes tight - works best with small groups (due to variance in performance of keywords) ● Add audiences to see audience-level (RLSA) performance (but bids are ignored, unless -100%, just like all modifiers).
  16. 16. Target CPA Consider: ● Use this on campaigns with high conversion volume (Google recommends 15 conversions in last 30 days) ● Seasonality impacts ● Let test run for at least 30 days before adjusting ● You still pay CPCs (it’s not a commission model) Get as many conversions as possible at a target cost per acquisition. When to use: ● On highest conversion volume campaigns / ad groups / keywords (algo likes data) ● When ROAS is below goal but conversions are high When not to use: ● On campaigns / ad groups / keywords with < 15 conversions in last 30 days ● If you are planning to make major changes to landing pages
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit We’ve been testing... Target CPA Test Key results overview: ● Successfully limited impressions to more likely converters ● Clicks decreased and got more expensive, yet conversions and revenue improved ● CPA -2% ● Overall test was a success due to gained efficiencies and no drop in volume
  18. 18. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Maximize Conversions SPECS: ● Evaluates contextual signals available at auction to find optimal bid to get the conversion ● Spends full budget in order to maximize conversions ● Does not work with a ROAS or CPA target TIPS: ● Do not use if you have a strict ROAS or CPA goal ● Check your daily budget amount, if you’ve been spending less than your daily budget, this strategy will increase spend significantly
  19. 19. Maximize Conversions Consider: ● If you have a strict ROAS or CPA target, if so, this is not a good strategy ● Using this strategy with new campaigns if the goal is to drive volume, and adjust later after volume is established Auto adjusts bids to get most conversions possible and spend full budget. When to use: ● If goal of campaign is to drive as many conversions at possible with very flexible ROAS or CPA targets ● For new campaigns that have no history and need to drive volume quickly When not to use: ● If you have ROAS or CPA goals ● If your campaign is spending significantly below daily budget limit ● Perhaps ever???
  20. 20. Copyright 2017 - Q4 Amazon Virtual Summit We’ve been testing... Maximize Conversions Test Key results overview: ● Huge spend increase (duh) ● CPC spike was significant ● CTR decreased, indicating less algorithmic focus on quality traffic, more of a shotgun approach ● Successful in driving conversion volume and revenue increase, but big loss of efficiency (ROAS dropped from 3:1 to 1:1)
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Target Impression Share SPECS: ● Automatically sets bid with goal of reaching impression share target ● Available as standard strategy at campaign level or as portfolio (shared across multiple campaigns) ● Can choose to target absolute top of page IS, top of page IS (above organic) or all search results IS TIPS: ● Understand difference between Abs. Top of Page IS, Top of Page IS, and all-search results IS ● Use bid limits, but don’t set them too low, otherwise the system can’t drive enough impressions to reach IS goal
  22. 22. Target Impression Share Consider: ● Make sure you understand your current impression share reports, understand difference between types of impression share ● Have clear understanding of competitive landscape within your campaign(s) Auto adjusts bids to reach impression share goals. When to use: ● In small batch campaigns (few keywords) with clear visibility targets ● If goal of campaign is to obtain a certain level of competitive visibility on certain key searches ● Conquesting competitor keywords ● High volume generic / category head terms When not to use: ● Across large numbers of keywords with varying historical performance ● If ROAS or CPA is the primary goal
  23. 23. Copyright 2017 - Q4 Amazon Virtual Summit We’ve been testing... Target Impression Share Test Key results overview: ● Goal was 75%, reached 73% after 30 days ● Clicks got cheaper despite CTR drop, indicating less emphasis on Quality Score ● Drove more conversions and revenue, but less efficient (ROAS dropped from 4.2 TO 3.1)
  24. 24. Smart Shopping
  25. 25. Copyright 2017 - Q4 Amazon Virtual Summit Smart Shopping Defined “Simplify your campaign management, maximize your conversion value, and expand your reach with Smart Shopping campaigns. This campaign subtype combines standard Shopping and display remarketing campaigns, and uses automated bidding and ad placement to promote your products and business across networks.” -- Google
  26. 26. Smart Shopping Breakdown ● Designed for smaller, less sophisticated, resource-strapped advertisers ● Massive control limitations ● Misleading name (Includes Display) ● No independent control of network strategy ● No priority settings / no ISO ● SEARCH TERMS??!!
  27. 27. Smart Shopping Placements ● Image credit Google / DataFeedWatch SHOPPING DISPLAY YOUTUBE GMAIL
  28. 28. Smart Shopping - Where it Might Make Sense (But probably not) ● Small scale testing on low performance products / brands / collections, etc. ● Advertisers with limited resources / management skills / time and flexible ROAS goals ● If search query segmentation / keyword targeting is not important to your business
  29. 29. Smart Ads Evolution - Responsive Ads
  30. 30. Responsive Search Ads
  31. 31. ● Optimization through machine learning ○ 15 headlines, 4 descriptions ● Show more text and relevant messaging ○ Typically shows in the 3 headline format ● Show up in more relevant searches ○ Potential boost to CTR and Quality Score that can lead to more relevant impression share Responsive Search Ads
  32. 32. Responsive Search Ads - Tips
  33. 33. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Search, Display & Social Advertising Strategy Evaluation
  34. 34. Q & A Lewis Brannon Senior Retail Search Manager Aaron Levy Director Paid Social, SEM
  35. 35. Strategic Paid Search Marketing Automation Series Please hold for our next presentation starting at 11pm PT / 3pm ET KENSHOO PRESENTS: AUTOMATION & CROSS-CHANNEL Optimize Your Search Campaigns with Google Smart Ads, Competitor Analysis & Controlled Budget