for Luggage business. How to know when increase or decrease a bid to bring conversion

1. 1
Digital Marketing
© 2020 Trilogy Education Services, a 2U, Inc. brand. All Rights Reserved.
Worksheet 11.3.7
Activity Worksheet:
AdJUST Bid Already!

2. 2
01
02
Get a Personality: Group Setup Instructions
Group setup:
The notetaker may be asked to present their copy of the worksheet during the class
review. (This person should make sure to mute notifications and close any screens
that may contain private information when they present.)
Designate one person to share their screen and take notes in their copy of this worksheet.

3. Activity Instructions: Right on Target
In this activity, you’ll put your new knowledge about bid adjustments to the test.
3
01 In groups, you will make bid adjustment recommendations based on three campaign performance tables
from the Dognitive Wellness display campaign:
a) Ad Schedule b) Device c)
Location
02
03
04
05
First decide whether a row should be increased, decreased, or left alone.
Then determine what percentage you’d increase or decrease by.
Finally, give a one-sentence justification for the percentage you recommended.
Fill in your answers directly in the tables in the slides that follow and write your justifications using the
comments feature.

4. This campaign has a max bid of $1.00. Dognitive Wellness Therapy
(DWT) is trying to match or top its CTR benchmark of 0.36%.
Context

5. 5
Day & Time Campaign Bid adj. Clicks Impr. CTR
Currency
Code
Avg. CPC Cost
Wednesdays,
all day
DWT-Website
traffic-Display-1
Increase 120 35908 0.33% USD 0.79 95.32
Saturdays,
all day
DWT-Website
traffic-Display-1
Decrease-- 52 12621 0.41% USD 0.82 42.46
Fridays,
all day
DWT-Website
traffic-Display-1
Decrease 162 41486 0.39% USD 0.67 108.7
Sundays,
all day
DWT-Website
traffic-Display-1
Decrease 49 12041 0.41% USD 0.82 40.3
Mondays,
all day
DWT-Website
traffic-Display-1
Increase 238 71425 0.33% USD 0.65 155.09
Total:
Ad schedules
621 173481 0.36% USD 0.71 441.87
Ad Schedule Report

6. 6
Device Level Campaign Bid adj. Clicks Impr. CTR
Currency
code
Avg. CPC Cost
Tablets Campaign
DWT-Website
traffic-
Display-1
Decrease 59 11002 0.54% USD 0.60 35.67
TV screens Campaign
DWT-Website
traffic-
Display-1
drop 0 61 0% USD -- 0
Mobile
phones
Campaign
DWT-Website
traffic-
Display-1
Increase 388 111543 0.35% USD 0.70 271.38
Computers Campaign
DWT-Website
traffic-
Display-1
Increase 12 8820 0.14% USD 0.68 8.18
Total: 480 132051 0.36% USD 0.74 357.58
Device Report

7. 7
Location Bid adj. Clicks Impr. CTR Avg. CPC Cost
Dallas-Ft. Worth, TX
United States
Decrease 33 7900 0.42% 0.73 23.98
Maryland,
United States
Decrease 16 4171 0.38% 0.56 8.98
Houston, TX
United States
Drop 19 5236 0.36% 0.67 12.65
San Antonio, TX
United States
Increase 8 2025 0.4% 0.72 5.78
New York,
United States
Decrease 58 13912 0.42% 0.61 35.16
California,
United States
Increase 72 20961 0.34% 0.67 48.33
Washington,
District of Columbia,
United States
Drop 3 705 0.43% 0.62 1.87
New Jersey,
United States
Decrease 34 7694 0.44% 0.67 22.84
Location Report (continued on next slide)

8. 8
Location Bid adj. Clicks Impr. CTR Avg. CPC Cost
Portland, OR
United States
Drop 4 1997 0.2% 0.54 2.17
Atlanta, GA
United States
Increase 26 7772 0.33% 0.71 18.36
Minneapolis-St. Paul, MN
United States
Increase 13 4422 0.29% 0.64 8.33
Nashville, TN
United States
Decrease 15 3405 0.44% 0.70 10.57
Philadelphia, PA United
States
Increase 15 5200 0.29% 0.66 9.89
Chicago, IL
United States
Increase 26 8225 0.32% 0.73 18.89
Massachusetts, MA
United States
Increase 21 5223 0.4% 0.69 14.57
Miami-Ft. Lauderdale, FL
United States
Decrease 15 3682 0.41% 0.86 12.93
Total: Locations Left alone 378 102530 0.37% 0.68 255.3
Location Report (continued from previous slide)