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#datapointlive
Leveraging Google
Adwords Bid Multipliers
Anita Garimella Andrews, VP of
Customer Success, RJMetrics
#DPL15
The client
●
Luxury fashion apparel
●
Marketplace for brand name clothing, shoes,
handbags, jewelry, etc.
●
Robust ...
#DPL15
Using Adwords bid multipliers to fine-
tune seasonal ad spend strategy
●
Significant seasonality of
business:
○ Und...
#DPL15
Strategies for adjusting bid multipliers:
Google vs. RJMetrics
●
Google suggests adjusting the bid multiplier based...
#DPL15
Some real data!
#DPL15
Some real data!
#DPL15
Next steps
Client made changes to bid multiplier
●
Increased spend for days with higher relative value
●
Decreased ...
#DPL15 | @mada299
Thank You!
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Leveraging Google Adwords Bid Multipliers

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Published on

Lightning Talk by Anita Garimella Andrews, VP of Customer Success, RJMetrics, at Data Point Live, San Francisco, 10/1/2015

Published in: Data & Analytics
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Leveraging Google Adwords Bid Multipliers

  1. 1. #datapointlive Leveraging Google Adwords Bid Multipliers Anita Garimella Andrews, VP of Customer Success, RJMetrics
  2. 2. #DPL15 The client ● Luxury fashion apparel ● Marketplace for brand name clothing, shoes, handbags, jewelry, etc. ● Robust Google Adwords data
  3. 3. #DPL15 Using Adwords bid multipliers to fine- tune seasonal ad spend strategy ● Significant seasonality of business: ○ Understand which day(s) drive the most sales for the business ○ Craft a strategy to optimize ad spend
  4. 4. #DPL15 Strategies for adjusting bid multipliers: Google vs. RJMetrics ● Google suggests adjusting the bid multiplier based on the conversion rate ○ This doesn’t take lower/higher order values into account! ● RJMetrics strategy for setting bid multipliers accounts for: ○ % change in conversion rate ○ % change in AOV
  5. 5. #DPL15 Some real data!
  6. 6. #DPL15 Some real data!
  7. 7. #DPL15 Next steps Client made changes to bid multiplier ● Increased spend for days with higher relative value ● Decreased spend for days with lower relative value
  8. 8. #DPL15 | @mada299 Thank You!

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