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

1. www.slideshare.net/KianNjie1/
Google Smart bidding:
How to train your algorithm
Kian Njie // Inchora //
@KianNjie

2. Introduction
We’re moving on...
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Google Ads is changing.

3. Introduction
What is Smart Bidding?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Enhanced
CPC
Max
conversions
Target
ROAS
Target CPA

4. Why Google's smart bidding?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

5. Google has more data than we do!
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. 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. Take back your time
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. 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. How should smart bidding be implemented?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

12. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

13. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Basic tracking & testing

14. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Underpinning everything, is smart measurement

15. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Underpinning everything, is smart measurement

16. Do you have enough data?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

17. The more data it has,
the better it will work...
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

18. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Do you have enough data!

19. Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Conversion value?

20. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

21. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process

22. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process

23. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process

24. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process

25. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process

26. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
So what does that look like in practice?

27. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Control Learning
So what does that look like in practice?

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. The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Control Learning Test
So what does that look like in practice?

30. Consider existing account structure & settings
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. Consider existing account structure & settings
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Exact match is no longer EXACT!

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. Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider removing existing modifiers

35. Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Trial Setting ad rotation to optimise

36. Be realistic with the goals you set.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

37. Set target within +/-15%of
current performance.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Applicable to: ROAS/CPA

38. Be realistic with the goals you set.
CPA
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Use Google’s recommendations

39. Don’t set it & forget it!
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. Don’t set it and forget it
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Target CPA vs seasonality

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. Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. Be realistic with the goals you set.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Take advantage of drafts and experiments

46. Ongoing management
Always Use Portfolio strategies
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

47. Ongoing management
Campaign Level Ad group Level
Utilise Campaign & Ad group management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. Don’t abandon the basics.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

50. Key Takeaways
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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. Thanks for listening.
Any questions?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm