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Google Smart bidding:
How to train your algorithm
Kian Njie // Inchora //
@KianNjie
Introduction
We’re moving on...
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Google Ads is changing.
Introduction
What is Smart Bidding?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Enhanced
CPC
Max
conversions
Target
ROAS
Target CPA
Why Google's smart bidding?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Google has more data than we do!
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
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
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
Take back your time
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
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
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
How should smart bidding be implemented?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Basic tracking & testing
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Underpinning everything, is smart measurement
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Underpinning everything, is smart measurement
Do you have enough data?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
The more data it has,
the better it will work...
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Do you have enough data!
Have you got measurement nailed?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Conversion value?
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider your testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
So what does that look like in practice?
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Control Learning
So what does that look like in practice?
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Control
So what does that look like in practice?
The testing process
The testing process
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Control Learning Test
So what does that look like in practice?
Consider existing account structure & settings
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider existing account structure & settings
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Are SKAGs optimal for automation?
Traditional structure SKAG structure
Consider existing account structure & settings
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Exact match is no longer EXACT!
“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
Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Consider removing existing modifiers
Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Trial Setting ad rotation to optimise
Be realistic with the goals you set.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Set target within +/-15%of
current performance.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Applicable to: ROAS/CPA
Be realistic with the goals you set.
CPA
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Use Google’s recommendations
Don’t set it & forget it!
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
@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
Don’t set it and forget it
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Target CPA vs seasonality
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
Ongoing management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
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
Be realistic with the goals you set.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Take advantage of drafts and experiments
Ongoing management
Always Use Portfolio strategies
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Ongoing management
Campaign Level Ad group Level
Utilise Campaign & Ad group management
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
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!
Don’t abandon the basics.
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
Key Takeaways
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm
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
Thanks for listening.
Any questions?
@KianNjie#BrightonSEOGoogle Smart bidding:How to train your algorithm

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Brighton SEO 2019 - How to train your algorithm

  • 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