Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brighton SEO 2019 - How to train your algorithm

1,256 views

Published on

Ever wanted to know what the Google algorithm is really thinking when you automate your bidding?

In just 54 slides you will find out:

- Why Google smart bidding is generally my preferred choice over manual or third party options
- How smart bidding can implemented using a solid testing framework
- What factors you should consider before introducing it to your account
- How you can maintain it once its in place



Published in: Marketing
  • Boost your brainpower with brain pill! find out more... ■■■ https://tinyurl.com/brainpill101
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Memory Improvement: How To Improve Your Memory In Just 30 Days, click here.. ➤➤ https://bit.ly/2GEWG9T
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Brighton SEO 2019 - How to train your algorithm

  1. 1. www.slideshare.net/KianNjie1/ Google Smart bidding: How to train your algorithm Kian Njie // Inchora // @KianNjie
  2. 2. Introduction We’re moving on... @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Google Ads is changing.
  3. 3. Introduction What is Smart Bidding? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Enhanced CPC Max conversions Target ROAS Target CPA
  4. 4. Why Google's smart bidding? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  5. 5. Google has more data than we do! @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  6. 6. Google has more data than we do! Google has more data... Search Query Device Demographics Physical location Location Placements Day of the week & time of day Audience/Remarketing list What I See Interface Language App ratings Ad Characteristics Site behaviour Product attributes App ratings Price Competitiveness Search network partners Site behaviour Browser Type What Google Sees @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  7. 7. Search Query Device Demographics Physical location Location Placements Day of the week & time of day Audience/Remarketing list What I See Interface Language App ratings Ad Characteristics Site behaviour Product attributes App ratings Price Competitiveness Search network partners Site behaviour Browser Type Google has more data than we do! What Google Sees Google has more data... @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  8. 8. Take back your time @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  9. 9. Take back your time Old school Bidding Creative Reporting Targeting UX Attribution Structure Measurement Allocating time to the things that matter! @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  10. 10. Take back your time Old school > Bidding Creative Reporting Targeting UX Attribution Structure Measurement Today Bidding Creative Reporting Targeting UX Attribution Structure Measurement Allocating time to the things that matter! @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  11. 11. How should smart bidding be implemented? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  12. 12. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  13. 13. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Basic tracking & testing
  14. 14. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Underpinning everything, is smart measurement
  15. 15. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Underpinning everything, is smart measurement
  16. 16. Do you have enough data? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  17. 17. The more data it has, the better it will work... @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  18. 18. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Do you have enough data!
  19. 19. Have you got measurement nailed? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Conversion value?
  20. 20. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  21. 21. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider your testing process
  22. 22. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider your testing process
  23. 23. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider your testing process
  24. 24. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider your testing process
  25. 25. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider your testing process
  26. 26. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm So what does that look like in practice?
  27. 27. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Control Learning So what does that look like in practice?
  28. 28. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Control So what does that look like in practice? The testing process
  29. 29. The testing process @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Control Learning Test So what does that look like in practice?
  30. 30. Consider existing account structure & settings @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  31. 31. Consider existing account structure & settings @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Are SKAGs optimal for automation? Traditional structure SKAG structure
  32. 32. Consider existing account structure & settings @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Exact match is no longer EXACT!
  33. 33. “We are moving away from SKAGs as this is the worst enemy of smart bidding. It limits learning and limits data running through ad groups.” @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Source: Ogie Hollywood, Google Keynote Speaker
  34. 34. Ongoing management @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Consider removing existing modifiers
  35. 35. Ongoing management @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Trial Setting ad rotation to optimise
  36. 36. Be realistic with the goals you set. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  37. 37. Set target within +/-15%of current performance. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Applicable to: ROAS/CPA
  38. 38. Be realistic with the goals you set. CPA @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Use Google’s recommendations
  39. 39. Don’t set it & forget it! @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  40. 40. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Seasonality Competition Market Fluctuation Don’t set it and forget it Watch the three keys... 1 2 3
  41. 41. Don’t set it and forget it @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Target CPA vs seasonality
  42. 42. Don’t set it and forget it @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Failure to adjust Target CPA Target CPA vs seasonality
  43. 43. Ongoing management @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  44. 44. Try to limit Bidding target changes to no more than +/-10% jumps. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Applicable to: ROAS/CPA
  45. 45. Be realistic with the goals you set. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm Take advantage of drafts and experiments
  46. 46. Ongoing management Always Use Portfolio strategies @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  47. 47. Ongoing management Campaign Level Ad group Level Utilise Campaign & Ad group management @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  48. 48. Be realistic with the goals you set. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm The New Recommendations TabDon’t apply them via the recommendations tab!
  49. 49. Don’t abandon the basics. @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  50. 50. Key Takeaways @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  51. 51. 1. Pick a realistic goal (+/- 15% of current) 2. Always use portfolio bidding strategies 3. Try & follow the testing framework 4. Review your measurement tools 5. Transition away for SKAGs 6. Trial setting ad rotation to optimise 7. Limit KPI changes to +/- 10% jumps 8. Don’t set and forget @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
  52. 52. Thanks for listening. Any questions? @KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

×