The document discusses Google Ads smart campaigns and bidding strategies. It provides an overview of smart campaigns and bidding goals, including target CPA, target ROAS, and others. It also discusses pros and cons of smart campaigns, and strategies for supplementing them, including using shared budgets and portfolio bidding. The document emphasizes that smart bidding works best within a broader strategic framework based on business goals.

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Persephanie Arellano
Webinar Coordinator

3. clients
Recognition

4. Lew Brannon Anna Shutko

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8. ● Smart campaign - formerly AdWords Express campaigns. Low barrier to entry, fully automated campaigns that does not feature standard targeting options,
require minimal ongoing management and essentially allows Google to run the campaign for you
● Smart bidding - any one of the suite of automated bidding strategies offered by advertising platforms like Google Ads and Facebook Ads
Smart campaign
● Google Search Network
● GDN
● Maps
● YouTube
● Gmail
Smart Shopping campaign
● Google Search Network
● Google Shopping
● GDN
● YouTube
● Gmail
● Google App
Creating a Google Ads smart campaign

9. PROS
● Less manual work
● Utilizes auto-bidding
● Time saver
● Easy to create
CONS
● Less control
● Full reliance on tech
● Limited analytics

11. Sets bids for each auction to help cost effectively meet goals, based on three core
capabilities:
● True auction time bidding (right bid, right time)
● Adaptive learning at query level (computes massive amounts of data at each SQ level)
● Rich user signals and cross-device signals (contextual signals picked up within Google’s
ecosystem)
GOAL

12. 1. Target CPA (cost per acquisition)
2. Target ROAS (return on ad spend)
3. Maximize Conversions
4. Enhanced CPC (cost per click)
5. Maximize Clicks
6. Target Impression Share
GOAL
Google Ads

13. ● Target CPA - fixed cost per acquisition goal, smaller catalog, price points don’t vary too much,
tend to get a lot of volume (e.g. cosmetics)
● Target ROAS - revenue oriented goals, if catalog price points are highly variable, larger catalogs
(think larger retailers with multiple categories).
● Maximize conversions - use with Discovery campaigns (can set target CPA)
● Maximize conversion value - use with Smart Shopping * (can set target ROAS)
*** for max performance on Target CPA and ROAS strategies, campaigns need at least 30 conversions in last 30 days, the
more data the better is the general rule

14. Value optimization with minimum return on ad spend (ROAS) bidding
● Set the lowest acceptable return on ad spend
● More command over the value the campaign drives
● Automatically adjusts bids to deliver a return of at least the target value or more
How it works
● Define your min ROAS
● System observes values passed in pixel or mobile SDK
(required to have functioning pixel)
● Uses pixel values to estimate the ROAS potential of
individual users
● Optimizes ad delivery to audiences that are likely to help
achieve the ROAS floor
● Influence bid system to adjust bids to ensure the ROAS
performance will always be above min ROAS value
*not avail globally, rolling out now

17. 1. Smart bidding and smart campaigns only work within a
broader strategic framework based on core business
goals
2. Account structure is key (grouping keywords / targeting
based on shared themes / goals / funnel stage)
3. Structure campaigns by funnel tactic (retargeting vs
prospecting, acquisition vs re-engagement, etc.)
4. Use shared budgets and portfolio bidding strategies
5. In lieu of time / resources spent on RTB, use time to
supplement workflow with key reports and tools to make
sense of performance and equip internal stakeholders with
big picture takeaways (Anna will discuss more)
SQ Hub Custom Report
Portfolio bid strategy analysis

18. Over Reliance on FB Automation
Campaign
Tried &
True
Ad Set
Test
Ad Set
Test Concept
Ad
Test Concept
Ad
Top
Performing
Ad
Top
Performing
Ad
Optimize on conversion event
Test Campaign Budget
Optimization
Introduce new ads
to test over time
Tinuiti Best Practice
Campaign
Ad Set
Ad Ad Ad
Ad Ad Ad
Ad Ad Ad

19. WISE Shopping (advanced Smart Shopping Strategy)
Product segmentation based on performance to drive maximum efficient scale
W
WINNERS
● Products you want to bid
most aggressively for and
dedicate the most budget
● Top converters
● Hero / popular products
● Loss leaders
I
INCREASE
● Products you want to
increase visibility for but
not quite at ‘winner / hero’
level
● New or in-season products
● Under-serving / “zombie”
products that Google is
ignoring
● Products you want to curb
spend on / reduce visibility
to minimal
● Costly, non converting
products
● High impressions with low
CTR
● Past season / outlet
● All other products that
don’t meet the other
criteria
● Baseline bid (align with
overall goal)
S
SUPPRESS
E
EVERYTHING ELSE
250% TARGET ROAS 300% TARGET ROAS 1000% TARGET ROAS 400% TARGET ROAS

21. 2015
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25. 1. Putting in the groundwork to develop a data strategy
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2. Choose a tool that serves a specific reporting purpose
3. Create the first draft of the dashboard, share. Adjust the report based on feedback
4. Reuse dashboards as templates

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34. Key Takeaways

37. Lew Brannon Anna Shutko

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