The document describes Google's Bid Simulator tool which estimates how an advertiser's keyword performance may change if they adjust their bids. It provides transparency into Google's auction process to help advertisers bid more effectively. The Bid Simulator estimates clicks, costs, impressions and position data based on how the keywords actually performed in the last seven days. This helps advertisers understand the potential impact of different bids without having to experiment directly. The document provides details on how to access and interpret the Bid Simulator's simulations and calculations.
The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.
Display Advertising 2.0 - Arrival of Real Time Biddinggauravjain000
The document discusses the arrival of real-time bidding (RTB) as a game changer for digital display advertising. RTB allows media buyers to evaluate and bid on ad impressions in real-time auctions, enabling more precise targeting of audiences at scale. This shift from static pricing to dynamic auctions based on predictive models of conversion probabilities represents a fundamental change in how display inventory is bought and sold. The document cites evidence that RTB is driving rapid growth in non-guaranteed digital ad spending in markets like the US. It also outlines benefits of RTB for advertisers, publishers and consumers, and provides an example case study demonstrating improved campaign metrics from an RTB-enabled platform in India.
Trading at scale using technology and tools to drive paid search - Andy Mihalopauexpo Conference
This document discusses strategies for trading at scale using paid search technology. It outlines challenges like managing many product channels, keywords, campaigns and negatives. Building a scalable campaign structure is the first step. Technology is then key to aligning strategy, enabling bid optimization at scale, and driving workflow efficiency. The document shares how Moneysupermarket selected Efficient Frontier's technology for its capabilities in managing bids, serving ads, attributing results and optimizing campaigns across channels. It provides examples of how to build tools to automate tasks and use APIs to integrate data. Overall the focus is on listening to audiences and optimizing across the customer journey to maximize conversions.
The Business Show - Google Paid Search IntermediateReflect Digital
This document provides an overview of search advertising and pay-per-click (PPC) campaigns. It discusses key concepts like campaign setup, keyword research, bidding, ad extensions, conversion tracking, and analysis. It also touches on using the Google AdWords editor and opportunities in mobile advertising. The document emphasizes the importance of optimization and monitoring campaigns for metrics like click-through rate, cost per conversion, and quality score to improve return on investment.
JumpTime - Moneyball for Media: Unlocking ROI with Content Value ManagementSignal Chicago 2012
The document discusses content value management solutions from JumpTime that help companies unlock ROI from their content assets. Specifically, it introduces FloPower, a new metric that assigns a monetary value to each piece of content or webpage. This value is calculated based on factors like user needs, engagement, and revenue generation. Armed with these FloPower values, companies can make optimized decisions around content prioritization, marketing budget allocation, and determining how much to pay for referral traffic. The solutions aim to help companies bridge the gap between optimization and ROI by understanding the true financial value of their digital content and networks.
Header bidding - Everything you need to knowAutomatad Inc.
Header Bidding is an advanced programmatic technique which allows you to call multiple demand partners or bidders to bid on your ad inventory, before sending the ad request to the Ad server.
This increases CPMs and Yield of your inventories. It has been used by 71% of the US publishers and proven method of increasing your Ad revenue by 60%.
In this slide, you'll learn 'What is Header Bidding', 'How header bidding works', the current state of the technology, and more.
At Automatad Inc, we've deployed our 'Header Bidding' solution to 100+ publishers across the globe and seen a drastic increase in the revenue.
Webinar how to increase conversions and lower cpa on the google display networkAcquisio
The webinar presentation provided an overview of AdMetrica's Google Display Network optimization program. It discussed key challenges with GDN campaigns, and how AdMetrica's algorithm optimizes campaigns by acting on 5 variables - keyword selection, ad placements, ad formats, bidding, and budget optimization. Case studies were presented showing how AdMetrica helped clients improve their GDN campaigns by increasing conversions while reducing costs per acquisition.
A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, Oct...Digiday
This document summarizes an interview between Marc Grabowski of Criteo and Nat Poulter of MailOnline about header bidding. It discusses how header bidding works by allowing multiple SSPs to bid simultaneously in a header auction rather than a traditional waterfall. Nearly half of UK publishers have adopted header bidding and Criteo's top publishers have also adopted it, seeing great returns. However, there are still questions around whether the benefits will remain as buyers adapt, and if header bidding will truly become an industry standard or remain a disruption.
The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.
Display Advertising 2.0 - Arrival of Real Time Biddinggauravjain000
The document discusses the arrival of real-time bidding (RTB) as a game changer for digital display advertising. RTB allows media buyers to evaluate and bid on ad impressions in real-time auctions, enabling more precise targeting of audiences at scale. This shift from static pricing to dynamic auctions based on predictive models of conversion probabilities represents a fundamental change in how display inventory is bought and sold. The document cites evidence that RTB is driving rapid growth in non-guaranteed digital ad spending in markets like the US. It also outlines benefits of RTB for advertisers, publishers and consumers, and provides an example case study demonstrating improved campaign metrics from an RTB-enabled platform in India.
Trading at scale using technology and tools to drive paid search - Andy Mihalopauexpo Conference
This document discusses strategies for trading at scale using paid search technology. It outlines challenges like managing many product channels, keywords, campaigns and negatives. Building a scalable campaign structure is the first step. Technology is then key to aligning strategy, enabling bid optimization at scale, and driving workflow efficiency. The document shares how Moneysupermarket selected Efficient Frontier's technology for its capabilities in managing bids, serving ads, attributing results and optimizing campaigns across channels. It provides examples of how to build tools to automate tasks and use APIs to integrate data. Overall the focus is on listening to audiences and optimizing across the customer journey to maximize conversions.
The Business Show - Google Paid Search IntermediateReflect Digital
This document provides an overview of search advertising and pay-per-click (PPC) campaigns. It discusses key concepts like campaign setup, keyword research, bidding, ad extensions, conversion tracking, and analysis. It also touches on using the Google AdWords editor and opportunities in mobile advertising. The document emphasizes the importance of optimization and monitoring campaigns for metrics like click-through rate, cost per conversion, and quality score to improve return on investment.
JumpTime - Moneyball for Media: Unlocking ROI with Content Value ManagementSignal Chicago 2012
The document discusses content value management solutions from JumpTime that help companies unlock ROI from their content assets. Specifically, it introduces FloPower, a new metric that assigns a monetary value to each piece of content or webpage. This value is calculated based on factors like user needs, engagement, and revenue generation. Armed with these FloPower values, companies can make optimized decisions around content prioritization, marketing budget allocation, and determining how much to pay for referral traffic. The solutions aim to help companies bridge the gap between optimization and ROI by understanding the true financial value of their digital content and networks.
Header bidding - Everything you need to knowAutomatad Inc.
Header Bidding is an advanced programmatic technique which allows you to call multiple demand partners or bidders to bid on your ad inventory, before sending the ad request to the Ad server.
This increases CPMs and Yield of your inventories. It has been used by 71% of the US publishers and proven method of increasing your Ad revenue by 60%.
In this slide, you'll learn 'What is Header Bidding', 'How header bidding works', the current state of the technology, and more.
At Automatad Inc, we've deployed our 'Header Bidding' solution to 100+ publishers across the globe and seen a drastic increase in the revenue.
Webinar how to increase conversions and lower cpa on the google display networkAcquisio
The webinar presentation provided an overview of AdMetrica's Google Display Network optimization program. It discussed key challenges with GDN campaigns, and how AdMetrica's algorithm optimizes campaigns by acting on 5 variables - keyword selection, ad placements, ad formats, bidding, and budget optimization. Case studies were presented showing how AdMetrica helped clients improve their GDN campaigns by increasing conversions while reducing costs per acquisition.
A Publisher's View Into Header Bidding, Digiday Publishing Summit Europe, Oct...Digiday
This document summarizes an interview between Marc Grabowski of Criteo and Nat Poulter of MailOnline about header bidding. It discusses how header bidding works by allowing multiple SSPs to bid simultaneously in a header auction rather than a traditional waterfall. Nearly half of UK publishers have adopted header bidding and Criteo's top publishers have also adopted it, seeing great returns. However, there are still questions around whether the benefits will remain as buyers adapt, and if header bidding will truly become an industry standard or remain a disruption.
Валерий Кашин: "Почему вы разочаровались в программатике"Auditorius
Программатик переживает непростой период смены эйфории на разочарование от завышенных ожиданий. Игроки рынка ведут себя в этой ситуации по-разному: одни начинают "подыгрывать" клиенту, пытаясь "выполнить невыполнимое", предлагая "золотые пули" в виде уникальных данных, которые по факту не работают; другие стремятся объяснить клиенту, что есть задачи, для которых программатик - нерелевантный инструмент, и для решения стоящих перед клиентом перфоманс-задач нужно больше, чем запустить стандартную РК. На рынке digital сложились мифы о программатике, которые приводят к неправильной интерпретации места и возможностей программатика в воронке коммуникаций. Мы попытаемся развеять их.
Чем programmatic отличается от обычного стирального порошка. ПланированиеMoscow Digital
Доклад Юли Назаровой (Segmento). Презентация раскрывает, как правильно подбирать аудиторию, чтобы не потерять половину бюджета зря, какие типы кампаний существуют в программатике и как совместить реальные задачи с KPI.
Для рекламодателя RTB означает получение интерфейса, где можно выставлять единые настройки для всей кампании на всех сайтах всех сетей, которые соединены по этому протоколу.
Технически через такую «гиперсеть» можно достичь украинской аудитории на любых площадках мирового интернета.Как отреагирует Уанет? Новые возможности и новые задачи
Как скоро на это новшество среагирует медиарынок Уанета? Но одновременно перед рекламодателем встает задача — корректно его использовать, правильно вставить в медиа-микс, в процедуры планирования, определить долю бюджета, которую надо выделить на покупку по RTB, решить, из каких бюджетов перераспределить эту долю, выбрать подрядчика и так далее.
Что будет с ценами на рекламу?
Потоковые алгоритмы в задачах обработки больших данных / Виктор Евстратов (Se...Ontico
Для того чтобы таргетировать рекламу по поведению интернет-пользователей, DMP ежедневно оценивает терабайты данных. В докладе расскажу, как при помощи алгоритмов потоковой обработки данных можно быстро оценить большой объем статистики и формы распределения различных характеристик.
+ Что будем оценивать?
Будем оценивать функции распределения различных случайных величин. На практике это может понадобиться, например, как инструмент первичного анализа трафика или как данные, необходимые для принятия решений в RTB.
+ Распределения параметров пользователей и их поведения.
+ Метод Манро-Патерсона, метод Канна-Гринвальда.
В этой части я расскажу о методе Манро-Патерсона — алгоритме оценки медианы, и о методе Канна-Гринвальда, который позволяет оценить функцию распределения.
+ Мотивирующий пример.
Расскажу о том, как применяю описанные методы на наших данных для составления портрета целевой аудитории наших клиентов.
Выступление Антона Поповича (Segmento) на International Conference on Big Data and its Applications (ICBDA).
ICBDA — конференция для предпринимателей и разработчиков о том, как эффективно решать бизнес-задачи с помощью анализа больших данных.
http://icbda2015.org/
Кейс Mazda: предиктивная оптимизация в видеорекламеAuditorius
Программатик-технологии активно проникают в новые рекламные форматы, в частности, в видеорекламу. Алгоритмы оптимизации учатся работать со специфическими метриками, и на примере рекламной кампании автомобильного бренда Mazda мы показываем, как происходила предиктивная оптимизация кампании на досмотр видеоролика до конца. Говорим о том, как предикт обучается на выбранной аудитории, какие факторы оптимизации используются и какие инсайты об аудитории возможно узнать на основании данных из рекламной платформы. Попутно рассматриваем специфические возможности видеопрограмматика, которые делают его принципиально новым инструментом медиа-планирования (кросс-частота, кросс-форматные стратегии, промер через comScore)
The document compares Google Adwords and Demand Side Platforms (DSPs) for display advertising. It finds that while both are buying platforms, DSPs were designed for display ads and have several advantages over Adwords. DSPs have greater reach through access to billions of daily impressions across many supply-side platforms. They also have more frequent, granular reporting available in real-time for more effective optimization. DSPs also have more advanced targeting options through real-time bidding technology and access to various data sources. While both have self-serve options, DSPs are generally better suited than Adwords for large-scale digital display advertising.
Главные тренды в работе с семантикой весны 2017 (ТопЭксперт 17 марта 2017, Дм...Semantist.ru
Полная запись вебинара «ГЛАВНЫЕ ТРЕНДЫ В РАБОТЕ С СЕМАНТИКОЙ ВЕСНОЙ 2017»
Закажите архитектуру сайта из семантики для сбора 80% трафика вашей SEO ниши. ОБСУДИТЕ ВАШ ПРОЕКТ СЕЙЧАС☎+7 495 120-07-36 ➡www.SEMANTIST.ru
Полная запись вебинара:
https://www.youtube.com/edit?video_id=Mf_AaPrWyAA
Содержание ВЕБИНАРА:
1:40 — план вебинара 0:45 — регламент 4:10 — обратная связь аудитории по плану 6:20 — знакомство
9:30 — основные тренды на рынке семантики на 17 марта 2017
14:36 — что изменилось в инструментарии семантиста или не WordStat-ом единым
28:25 — практическая классификация инстурементов семантики
34:20 — обзор решений вопроса семантики на сегодня
39:40 — ТОП способов внедрения семантического ядра
44:55 — тексты для интернет-магазинов, быть или не быть
46:01 — как сейчас отличается семантика больших и сверх больших порталов (примеры)
47:05 — как перевести Key Collector в режим х5 Turbo
Вопросы в группе ТопЭксперт: https://vk.com/topexpert?w=wall-56365294_2544
«SEMANTIST.RU» — skype: Semantist.ru e-mail: info@semantist.ru +7 495 120-07-36; +7 926 605-21-39;
г. Москва, ул. Большая Новодмитровская, 36 ст. 12, метро Дмитровская, дизайн-завод Флакон (Flacon) с 10 до 18
Анализируем сайт инструментами Яндекс и Google - WebCanapeWebCanape
Компания WebCanape приняла участие в первой конференции по маркетингу и продажам «Битва за клиента». Тонкостями работы и отслеживания результатов в Google Analitics и Яндекс.Метрике поделился руководитель отдела интернет-рекламы Евгений Чуранов.
Презентация проходила в зале «Маркетинг», где собрались владельцы среднего и малого бизнеса, маркетологи, руководители, предприниматели. В докладе Евгений ответил на три основных вопроса:
как правильно оценить качество продвижения сайта?
какие инструменты продвижения точно работают?
как разобраться в аналитике сайта и выбрать правильный путь, чтобы потраченные деньги и время принесли ожидаемый результат?
Подробнее: www.web-canape.ru
Тренды интернет маркетинга 2017 - WebCanape WebCanape
Подробнее: www.web-canape.ru
Горячие новинки интернет-маркетинга в 2017 году:
Как на сегодняшний день правильно оценить качество продвижения и интернет-рекламы сайта?
Какие инструменты и стратегии продвижения будут актуальны в 2017 году?
Как разобраться в аналитике сайта и выбрать правильный путь, чтобы потраченные деньги и время принесли ожидаемый результат?
Какие изменения произошли в поисковых системах Яндекс и Google
ТОП 10 самых важных изменений в контекстной рекламе
Новые тренды в таргетированной рекламе и социальных сетях
Теоретическая часть выступления будет сопровождаться кейсами из работы компании по продвижению сайтов и увеличению конверсии.
Для кого: владельцы малого и среднего бизнеса, маркетологи, руководители, предприниматели, веб-программисты.
Формат: теория + практические примеры + аудит сайтов и рекламных кампаний участников.
О спикере
Спикер семинара — Евгений Чуранов, руководитель отдела интернет-рекламы WebCanape
Более шести лет направление интернет-маркетинга возглавляет Евгений Чуранов, благодаря его руководству компания получила статус партнера Яндекс и Google, стала первым сертифицированным агентством в Смоленске. Под началом Евгения работают 19 специалистов, чьи знания подтверждены соответствующими сертификатами от ведущих поисковых систем.
Евгений регулярно принимает участие в конференциях и веб-мастерской Яндекса. Был спикером на различных IT-событиях: «Осенняя конференция» по контекстной рекламе, «Битва за клиента» по маркетингу; выступал на IT-фестивале и конференции «Табтабус», проводил ряд тренингов в корпоративном университете Сбербанка и Бизнес-клубе.
В настоящее время являет
The document discusses different bidding strategies for online advertising campaigns, including cost-per-click (CPC), cost-per-thousand impressions (CPM), and conversion optimization. It explains that CPC bidding is best for getting website traffic, CPM bidding focuses on brand awareness, and conversion optimization aims to get customer actions like leads or purchases. The document also provides tips for implementing bidding strategies like starting with automatic CPC bidding, using conversion tracking, and analyzing keyword performance to optimize bids.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
This document provides an overview of artificial intelligence and machine learning applications in pay-per-click advertising. It defines AI and machine learning, and gives examples of how they are used in automated bid management, attribution models, ad rotation settings, and new AdWords experiences. The document also discusses future AI uses in Google Optimize and attribution, and reviews several AdWords automated bidding options like Target CPA, Target ROAS, and Enhanced CPC. It notes that machine learning uses contextual signals to optimize bids. In closing, it mentions coming AI applications to BingAds and new attribution modeling features in AdWords.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reports, bidding and optimization techniques.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reporting and optimization tools, ad types, quality score, and certification.
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Quality Score is a metric used by Google to measure the relevancy of ads. It affects key metrics like impressions, ad position, and cost-per-click. Quality Score is determined by factors such as click-through rate, keyword and ad relevancy, landing page quality, and other user experience metrics. Maintaining a high Quality Score is important as it can increase exposure, lower advertising costs, and generate more conversions for advertisers.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
1) The document discusses how paid search bidding has evolved over 15 years from simple bids placed weekly or daily to the need for continuous, data-driven bidding optimized for maximum profit. 2) It explains that true efficient bidding requires massive data analysis to continuously adjust bids based on changing consumer behavior and market demand. 3) Predictive search bidding uses big data analytics and machine learning to automate high-frequency bidding aimed at the most profitable bids rather than just maximum clicks or revenue.
ADSPACE Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost per action. On average, campaigns see a 21% increase in conversions and 14% decrease in cost per action. It's easy to set up and works on both search and content campaigns that meet the minimum conversion requirements.
ADSPACE_Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost than simple bid management. Advertisers using Conversion Optimizer see an average 21% increase in conversions and 14% decrease in cost-per-acquisition. It's easy to implement and free for AdWords advertisers.
Валерий Кашин: "Почему вы разочаровались в программатике"Auditorius
Программатик переживает непростой период смены эйфории на разочарование от завышенных ожиданий. Игроки рынка ведут себя в этой ситуации по-разному: одни начинают "подыгрывать" клиенту, пытаясь "выполнить невыполнимое", предлагая "золотые пули" в виде уникальных данных, которые по факту не работают; другие стремятся объяснить клиенту, что есть задачи, для которых программатик - нерелевантный инструмент, и для решения стоящих перед клиентом перфоманс-задач нужно больше, чем запустить стандартную РК. На рынке digital сложились мифы о программатике, которые приводят к неправильной интерпретации места и возможностей программатика в воронке коммуникаций. Мы попытаемся развеять их.
Чем programmatic отличается от обычного стирального порошка. ПланированиеMoscow Digital
Доклад Юли Назаровой (Segmento). Презентация раскрывает, как правильно подбирать аудиторию, чтобы не потерять половину бюджета зря, какие типы кампаний существуют в программатике и как совместить реальные задачи с KPI.
Для рекламодателя RTB означает получение интерфейса, где можно выставлять единые настройки для всей кампании на всех сайтах всех сетей, которые соединены по этому протоколу.
Технически через такую «гиперсеть» можно достичь украинской аудитории на любых площадках мирового интернета.Как отреагирует Уанет? Новые возможности и новые задачи
Как скоро на это новшество среагирует медиарынок Уанета? Но одновременно перед рекламодателем встает задача — корректно его использовать, правильно вставить в медиа-микс, в процедуры планирования, определить долю бюджета, которую надо выделить на покупку по RTB, решить, из каких бюджетов перераспределить эту долю, выбрать подрядчика и так далее.
Что будет с ценами на рекламу?
Потоковые алгоритмы в задачах обработки больших данных / Виктор Евстратов (Se...Ontico
Для того чтобы таргетировать рекламу по поведению интернет-пользователей, DMP ежедневно оценивает терабайты данных. В докладе расскажу, как при помощи алгоритмов потоковой обработки данных можно быстро оценить большой объем статистики и формы распределения различных характеристик.
+ Что будем оценивать?
Будем оценивать функции распределения различных случайных величин. На практике это может понадобиться, например, как инструмент первичного анализа трафика или как данные, необходимые для принятия решений в RTB.
+ Распределения параметров пользователей и их поведения.
+ Метод Манро-Патерсона, метод Канна-Гринвальда.
В этой части я расскажу о методе Манро-Патерсона — алгоритме оценки медианы, и о методе Канна-Гринвальда, который позволяет оценить функцию распределения.
+ Мотивирующий пример.
Расскажу о том, как применяю описанные методы на наших данных для составления портрета целевой аудитории наших клиентов.
Выступление Антона Поповича (Segmento) на International Conference on Big Data and its Applications (ICBDA).
ICBDA — конференция для предпринимателей и разработчиков о том, как эффективно решать бизнес-задачи с помощью анализа больших данных.
http://icbda2015.org/
Кейс Mazda: предиктивная оптимизация в видеорекламеAuditorius
Программатик-технологии активно проникают в новые рекламные форматы, в частности, в видеорекламу. Алгоритмы оптимизации учатся работать со специфическими метриками, и на примере рекламной кампании автомобильного бренда Mazda мы показываем, как происходила предиктивная оптимизация кампании на досмотр видеоролика до конца. Говорим о том, как предикт обучается на выбранной аудитории, какие факторы оптимизации используются и какие инсайты об аудитории возможно узнать на основании данных из рекламной платформы. Попутно рассматриваем специфические возможности видеопрограмматика, которые делают его принципиально новым инструментом медиа-планирования (кросс-частота, кросс-форматные стратегии, промер через comScore)
The document compares Google Adwords and Demand Side Platforms (DSPs) for display advertising. It finds that while both are buying platforms, DSPs were designed for display ads and have several advantages over Adwords. DSPs have greater reach through access to billions of daily impressions across many supply-side platforms. They also have more frequent, granular reporting available in real-time for more effective optimization. DSPs also have more advanced targeting options through real-time bidding technology and access to various data sources. While both have self-serve options, DSPs are generally better suited than Adwords for large-scale digital display advertising.
Главные тренды в работе с семантикой весны 2017 (ТопЭксперт 17 марта 2017, Дм...Semantist.ru
Полная запись вебинара «ГЛАВНЫЕ ТРЕНДЫ В РАБОТЕ С СЕМАНТИКОЙ ВЕСНОЙ 2017»
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Содержание ВЕБИНАРА:
1:40 — план вебинара 0:45 — регламент 4:10 — обратная связь аудитории по плану 6:20 — знакомство
9:30 — основные тренды на рынке семантики на 17 марта 2017
14:36 — что изменилось в инструментарии семантиста или не WordStat-ом единым
28:25 — практическая классификация инстурементов семантики
34:20 — обзор решений вопроса семантики на сегодня
39:40 — ТОП способов внедрения семантического ядра
44:55 — тексты для интернет-магазинов, быть или не быть
46:01 — как сейчас отличается семантика больших и сверх больших порталов (примеры)
47:05 — как перевести Key Collector в режим х5 Turbo
Вопросы в группе ТопЭксперт: https://vk.com/topexpert?w=wall-56365294_2544
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Анализируем сайт инструментами Яндекс и Google - WebCanapeWebCanape
Компания WebCanape приняла участие в первой конференции по маркетингу и продажам «Битва за клиента». Тонкостями работы и отслеживания результатов в Google Analitics и Яндекс.Метрике поделился руководитель отдела интернет-рекламы Евгений Чуранов.
Презентация проходила в зале «Маркетинг», где собрались владельцы среднего и малого бизнеса, маркетологи, руководители, предприниматели. В докладе Евгений ответил на три основных вопроса:
как правильно оценить качество продвижения сайта?
какие инструменты продвижения точно работают?
как разобраться в аналитике сайта и выбрать правильный путь, чтобы потраченные деньги и время принесли ожидаемый результат?
Подробнее: www.web-canape.ru
Тренды интернет маркетинга 2017 - WebCanape WebCanape
Подробнее: www.web-canape.ru
Горячие новинки интернет-маркетинга в 2017 году:
Как на сегодняшний день правильно оценить качество продвижения и интернет-рекламы сайта?
Какие инструменты и стратегии продвижения будут актуальны в 2017 году?
Как разобраться в аналитике сайта и выбрать правильный путь, чтобы потраченные деньги и время принесли ожидаемый результат?
Какие изменения произошли в поисковых системах Яндекс и Google
ТОП 10 самых важных изменений в контекстной рекламе
Новые тренды в таргетированной рекламе и социальных сетях
Теоретическая часть выступления будет сопровождаться кейсами из работы компании по продвижению сайтов и увеличению конверсии.
Для кого: владельцы малого и среднего бизнеса, маркетологи, руководители, предприниматели, веб-программисты.
Формат: теория + практические примеры + аудит сайтов и рекламных кампаний участников.
О спикере
Спикер семинара — Евгений Чуранов, руководитель отдела интернет-рекламы WebCanape
Более шести лет направление интернет-маркетинга возглавляет Евгений Чуранов, благодаря его руководству компания получила статус партнера Яндекс и Google, стала первым сертифицированным агентством в Смоленске. Под началом Евгения работают 19 специалистов, чьи знания подтверждены соответствующими сертификатами от ведущих поисковых систем.
Евгений регулярно принимает участие в конференциях и веб-мастерской Яндекса. Был спикером на различных IT-событиях: «Осенняя конференция» по контекстной рекламе, «Битва за клиента» по маркетингу; выступал на IT-фестивале и конференции «Табтабус», проводил ряд тренингов в корпоративном университете Сбербанка и Бизнес-клубе.
В настоящее время являет
The document discusses different bidding strategies for online advertising campaigns, including cost-per-click (CPC), cost-per-thousand impressions (CPM), and conversion optimization. It explains that CPC bidding is best for getting website traffic, CPM bidding focuses on brand awareness, and conversion optimization aims to get customer actions like leads or purchases. The document also provides tips for implementing bidding strategies like starting with automatic CPC bidding, using conversion tracking, and analyzing keyword performance to optimize bids.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
This document provides an overview of artificial intelligence and machine learning applications in pay-per-click advertising. It defines AI and machine learning, and gives examples of how they are used in automated bid management, attribution models, ad rotation settings, and new AdWords experiences. The document also discusses future AI uses in Google Optimize and attribution, and reviews several AdWords automated bidding options like Target CPA, Target ROAS, and Enhanced CPC. It notes that machine learning uses contextual signals to optimize bids. In closing, it mentions coming AI applications to BingAds and new attribution modeling features in AdWords.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reports, bidding and optimization techniques.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reporting and optimization tools, ad types, quality score, and certification.
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Quality Score is a metric used by Google to measure the relevancy of ads. It affects key metrics like impressions, ad position, and cost-per-click. Quality Score is determined by factors such as click-through rate, keyword and ad relevancy, landing page quality, and other user experience metrics. Maintaining a high Quality Score is important as it can increase exposure, lower advertising costs, and generate more conversions for advertisers.
The document discusses 7 steps for effective search marketing:
1. Refine keyword bids through testing different bid levels and monitoring volume and efficiency.
2. Target ideal search result positions to increase traffic through higher click-through rates.
3. Optimize ad copy to attract users and drive clicks by addressing their needs and distinguishing your offering.
4. Select keywords that generate the most relevant and responsive traffic.
5. Leverage specialized matching options like phrase and exact matches.
6. Use contextual campaigns to reach users searching related topics.
7. Monitor campaigns for click fraud to ensure costs are well-spent. Automating these processes through tools can help scale efforts.
1) The document discusses how paid search bidding has evolved over 15 years from simple bids placed weekly or daily to the need for continuous, data-driven bidding optimized for maximum profit. 2) It explains that true efficient bidding requires massive data analysis to continuously adjust bids based on changing consumer behavior and market demand. 3) Predictive search bidding uses big data analytics and machine learning to automate high-frequency bidding aimed at the most profitable bids rather than just maximum clicks or revenue.
ADSPACE Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost per action. On average, campaigns see a 21% increase in conversions and 14% decrease in cost per action. It's easy to set up and works on both search and content campaigns that meet the minimum conversion requirements.
ADSPACE_Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost than simple bid management. Advertisers using Conversion Optimizer see an average 21% increase in conversions and 14% decrease in cost-per-acquisition. It's easy to implement and free for AdWords advertisers.
This document discusses how artificial intelligence and machine learning are being applied in pay-per-click advertising. It provides definitions of AI and machine learning, and gives examples of how they are used in areas like automated bid management, ad rotation, and opportunities in the Google Ads interface. The document also outlines several automated bidding options in Google Ads like Target CPA, Target ROAS, and Enhanced CPC that utilize machine learning. It notes how these options can analyze contextual signals to optimize bids in real-time.
Optimizing Budget Constrained Spend in Search AdvertisingSunny Kr
Search engine ad auctions typically have a signicant frac-
tion of advertisers who are budget constrained, i.e., if al-
lowed to participate in every auction that they bid on, they
would spend more than their budget. This yields an im-
portant problem: selecting the ad auctions in which these
advertisers participate, in order to optimize dierent system
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Google AdWords allows advertisers to bid on keywords to display brief ads. Advertisers choose keywords and bid the maximum cost per click. Google compares bids based on factors like click-through rate and ad relevance to determine ad rankings. Advertisers should set bids based on their conversion rate, which is the click-through rate multiplied by the average customer lifetime value to optimize costs.
Display advertising is a great opportunity for brands to reach out to potential customers who are interested in products such as theirs or who are in the market browsing stuff similar to theirs. It helps increase brand visibility and also drive conversions through tightly knit keywords and audience targeting as well as managed placements.
This document provides answers to exam questions about Google AdWords. It begins by stating the copyright and then lists various AdWords exam answers that are available for purchase for $15. The remainder of the document consists of explanations of the answers to 18 sample AdWords exam questions related to topics like bid strategies, campaign management, and extensions.
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods including information storage and retrieval systems, without the prior written permission of the publisher.
The document discusses ways for advertisers to improve ROI during an economic recession by tracking consumer trends, optimizing keywords, and using Google AdWords tools. It notes that consumers will rely more on online research and promotions in 2009. It recommends using Google Insights for Search to track trends and examine seasonality. It also describes how Conversion Optimizer and the Content Network can help advertisers maximize profits by optimizing bids and increasing high-performing traffic. A case study shows how one company increased conversions and decreased costs using these tools.
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
This document provides an overview of bidding strategies and principles for Google AdWords campaigns. It begins with discussing the importance of proper goal setting, tracking, and attribution modeling as prerequisites for effective bidding. It then outlines several bidding principles, such as using value per click to guide max CPC bids and calculating bid adjustments based on segment performance compared to campaign averages. The document introduces a bidding framework that matches bid strategies to monthly conversions, with the goal of increasing quality score and ad rank through both manual optimization efforts and automated data-driven bidding. It concludes by listing several free bidding tools, scripts, and third-party platforms.
Similar to Google Adwords Bid Simulator Reference Guide (20)
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I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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2. Do you ever wonder … ?
… if I increase my Max CPC bid from $2 to
$3, how many more clicks can I expect to
get?
… what would be the new position of my
ad if I bid $3 instead?
… how much would the clicks costs?
… how can I bid more effectively?
Google Confidential and Proprietary 2
3. Bid Simulator: What are the advantages?
Adds transparency into Google’s auction process and enables
informed bidding decisions
Estimates the click, cost, impression, and average position data that your
ads would have received in the last seven days had you set different
keyword Max CPC bids. Enables you to compare the performance of
different bids and select the one that works best for you.
Simplifies bidding process
Reduces the amount of time spent doing trial and error experimenting with
various keyword Max CPC bids.
Enables calculation of incremental cost per click (ICC)
Enables you to take incremental cost per click into account by
communicating click cost information at different bid levels. More on what
ICC is and why it matters later.
Google Confidential and Proprietary
4. Bid Simulator | Can you use this?
• Are currently using
– Conversion optimizer
You can not use bid
– Budget optimizer
simulator if you:
– Position preference
– Ads scheduling (advanced or basic)
• Have campaigns that hit your budget
Note: If you are an Enhanced CPC beta participant, you will see the bid simulator
option but should not use it. If you use any of the above, bid simulator will not show up.
Google Confidential and Proprietary 4
5. Bid Simulator | How does it work?
Your quality score
Your competitors’ bids and their quality scores
We know Amount of traffic search network received last week
Probability of a click on your ad given its position
Google’s auction system
Which position your ad would have shown at for any bid
We The number of clicks you would have gotten at those
estimate positions
The cost of those clicks
Note: This is a simulation of last week's data. Next week's results could be very different due to
changes in search traffic or actions by other advertisers
Google Confidential and Proprietary 5
6. Bid Simulator | Keyword thresholds
In order to get simulations, your keywords must meet adequate traffic
thresholds
Keyword (in the last seven days) Feature simulates
Receives adequate traffic • Click, cost, impression, and average
position data
Receives lower traffic • Click and cost data
Receives hardly any traffic • No simulation data
. . or keyword was recently added
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7. Bid Simulator | Accessing the tool (step 1)
Accessible from the AdWords front-end. Sign into your
account, and you are ready to begin
Select as many keywords as you
want to see simulations for and
click on “Edit Keyword Settings”
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8. Bid Simulator | Accessing the tool (step 2)
• Click “bid simulator” under any keyword’s search bid
• You cannot choose keywords in bulk but must click the
bid simulator link individually for each keyword
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9. Bid Simulator | UI – Scenario 1
Scenario 1:
Your keyword receives adequate traffic: shows the estimates of clicks,
cost, impressions and average position for several bids
;
Approximate
hypothetical bid range:
Max (2 x current bid)
Min (0.5 x current bid)
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10. Bid Simulator | UI – Scenario 1 (close-up)
Scenario 1:
Your keyword receives adequate traffic: shows the estimates of clicks,
cost, impressions and average position for several bids
Date range of simulation
Current bid
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11. Bid Simulator | UI – Scenario 2
Scenario 2:
Your keyword receives lower traffic: shows the estimates of impressions
and average position
Date range of
simulation
Current bid
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12. Bid Simulator | UI – Scenario 3
There are no estimates for a keyword that does not meet any threshold.
either because the keyword was recently added or the bid is too low to
receive any impressions
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13. Bid Simulator | Practical example
… I’m the marketing manager at PowderSki.com and need to bid
more effectively in order to get promoted this year! What should I do?
Well . . . . I recall seeing an AdWords blog that described a
free feature that will give me the insight to make better bidding
decisions.
So, let's see what I can do here . . . Our most important
keywords (i.e. the ones that spend the most) get more than 30
clicks a week, so I should be able to see bids vs. click cost
data for them.
Let's look at [skis].
At our current bid of $1.00 we got 69 clicks for $32.20. What if I went up to a bid of $1.25. That would
mean 119 clicks for $68.10. Hmm is it worth it?
We make a profit of $50 per conversion and our conversion rate is 10%.
By increasing my bid to $1.25, I would be spending $35.90 more for 50 more clicks. I expect those 50
clicks to turn into 5 conversions (at our 10% conversion rate). And I expect those 5 conversions to bring
in $250 (since our average profit per conversion is $50).
Wow! Spending $35.90 to get $250 seems like a good deal. I should increase my bid to get those
profitable clicks.
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14. Bid Simulator | Things to note
When a new keyword is added or a campaign started, simulations are
generated once there is enough click or impression data
Bid simulator does not simulate conversions or predict future results
Data gets refreshed once a day
Simulations are for Google.com and search only
Bid changes do not hinder our ability to simulate
For broad match keywords, the # of impressions (and, therefore, clicks) can
change dramatically with each bid. Even for a KW with avg position 1.1,
increasing a bid could make a significant difference in volume
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15. Bid Simulator | Popular FAQs
• Bid simulator and the Traffic Estimator use different data
• The Traffic Estimator looks primarily at overall traffic patterns
How is bid simulator
different from Traffic • Bid simulator's results are specific to your campaign and keywords
Estimator? • Bid simulator is more accurate at predicting results for a particular
advertiser
• AW3.0
• AdWords Editor
Bid simulator is not • API
available on …
• .CSV downloads
• Bulk changes
How does it work for a
• This is not available for content. If a campaign has both search and
campaign opted into the
content, bid simulator will only show simulations for search
search and content
networks?
How does this compare to • This is not meant to replace 3rd party services for bid or campaign
3rd party bid management management, as they provide many services beyond bid estimates
tools • This feature should help 3rd party bid management companies to be
more effective in helping their customers
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16. Bid Simulator | Planned future features
Additional features • Simulation at ad group and campaign levels
• AdWords 3.0
• API
Compatibility with • Editor
• Conversion Optimizer
• Ads scheduling
• Budget-constrained advertisers
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17. Bidding Concept | Incremental cost per click (ICC)
Bid simulator enables you to calculate your incremental cost per
click. It’s important to understand this concept to utilize the feature
fully
ICC measures how much extra you need to pay for the extra clicks
when moving from a lower bid to a higher bid
Bid Clicks Cost CPC Change in cost Change in clicks ICC
3 31,200 $3,770 $0.12 $3,770 - $3,360 31,200 - 30,700 $410 / 500
= $410 = 500 = $0.82
2 30,700 $3,360 $0.11 $3,360 - $2,810 30,700 - 28,000 $550 / 2,700
= $550 = 2,700 = $0.20
1 28,000 $2,810 $0.10 --- --- ---
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18. Bidding Concept | How to use ICC
Keyword 1
Bid Clicks Cost CPC Change in cost Change in clicks ICC
3 31,200 $3,770 $0.12 $3,770 - $3,360 31,200 - 30,700 $410 / 500
= $410 = 500 = $0.82
2 30,700 $3,360 $0.11 $3,360 - $2,810 30,700 - 28,000 $550 / 2,700
= $550 = 2,700 = $0.20
Current bid 1 28,000 $2,810 $0.10 – – –
Keyword 2
Bid Clicks Cost CPC Change in cost Change in clicks ICC
C 21,545 $2,760 $0.13 $2,760 - $2,360 21,545 - 20,115 $400 / 1,430
= $400 = 1,430 = $0.28
B 20,115 $2,360 $0.12 $2,360 - $1,810 20,115 - 18,000 $550 / 2,115 =
= $550 = 2,115 $0.26
Current bid A 18,000 $1,810 $0.10 – – –
Scenarios: Which bid should I raise?
• I have extra $600 approximately – raise keyword 1's bid from 1 to 2 because
the ICC is lower than from A to B
• I have additional extra $1,000 (beyond the extra $600) approximately – raise
keyword 2's bid from A to C. Don't raise keyword 1's bid because the ICC is
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higher
19. Contacts and Resources
Contacts • AdWords help email
• FAQs:
Resources
http://adwords.google.com/support/bin/topic.py?topic=19567
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