This document provides a guide to using Display Smart Bidding in Google Ads. It covers setting up Smart Bidding campaigns, managing them over time, and assessing results. Key aspects include properly setting up conversion tracking, using the appropriate bidding strategies of ECPC, Target CPA or Target ROAS, allowing for an initial learning period, and avoiding over-segmenting ad groups which can hinder performance. The algorithm aims to maximize conversions or return on ad spend based on billions of data signals.
VWO’s eCommerce Consumer Survey Report for 2017 dives deep into the challenges associated with eCommerce. The report also covers how enterprises can address these challenges, and understand what makes a customer tick and stick with an eCommerce venture.
Here’s a brief of what the report entails:
- Challenges faced by eCommerce enterprises at various stages of a customer lifecycle
- Business expansion challenges
- Low conversion rate
- Importance of mobile optimization
- Omnichannel approach in the eCommerce industry
Order and inventory fulfilment
Long Live Performance Marketing_Nick CristalPerformanceIN
Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
The link between affiliate marketing and performance media is increasingly prevalent, what with the channel's ability to reward super affiliates, an increase in quality content publishers and the rise in attribution and automation. The desire for a cross-channel performance journey is increasing as the approaches and strategies of yesterday head for the door.
Under the impression that looking at the affiliate channel in a silo with separate budgets, goals and outcomes may not be the wisest move, Nick Cristal of UK performance agency Maxus will lay out the inner workings of a unified performance strategy whilst exploring the opportunities, tools, methodologies and mindsets required by media owners, affiliates and advertisers.
Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Optimizing Bing Shopping Campaign Structures to Drive Incremental RevenueTinuiti
In this 60min live broadcast, we’ve teamed up with Bing to bring you a webinar full of new insights within the Bing Shopping network & proven strategies that’ll help drive higher quality traffic to your ecommerce website.
With cloud, the economics change, the culture changes, the people, skills, compensation for the sales people changes. What vendors are going to help their partners make the transition to the cloud?
Through The TPM OCS Channel Development Model, we can help you with all phases on your Channel Strategy.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
VWO’s eCommerce Consumer Survey Report for 2017 dives deep into the challenges associated with eCommerce. The report also covers how enterprises can address these challenges, and understand what makes a customer tick and stick with an eCommerce venture.
Here’s a brief of what the report entails:
- Challenges faced by eCommerce enterprises at various stages of a customer lifecycle
- Business expansion challenges
- Low conversion rate
- Importance of mobile optimization
- Omnichannel approach in the eCommerce industry
Order and inventory fulfilment
Long Live Performance Marketing_Nick CristalPerformanceIN
Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
The link between affiliate marketing and performance media is increasingly prevalent, what with the channel's ability to reward super affiliates, an increase in quality content publishers and the rise in attribution and automation. The desire for a cross-channel performance journey is increasing as the approaches and strategies of yesterday head for the door.
Under the impression that looking at the affiliate channel in a silo with separate budgets, goals and outcomes may not be the wisest move, Nick Cristal of UK performance agency Maxus will lay out the inner workings of a unified performance strategy whilst exploring the opportunities, tools, methodologies and mindsets required by media owners, affiliates and advertisers.
Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Optimizing Bing Shopping Campaign Structures to Drive Incremental RevenueTinuiti
In this 60min live broadcast, we’ve teamed up with Bing to bring you a webinar full of new insights within the Bing Shopping network & proven strategies that’ll help drive higher quality traffic to your ecommerce website.
With cloud, the economics change, the culture changes, the people, skills, compensation for the sales people changes. What vendors are going to help their partners make the transition to the cloud?
Through The TPM OCS Channel Development Model, we can help you with all phases on your Channel Strategy.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
Continual user experience optimisation: A guide to excellenceCRMT Digital
Aiming for continual improvement of marketing performance with data aggregation techniques.
Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer.
The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process.
This Slideshare shows you how it works.
Product-Led Growth is the go-to-market strategy that relies on using the product as the main vehicle to acquire, activate, and retain customers. In this (summarized and simplified) deck, I will explore:
- Why the fastest growing startups use a product-led GTM strategy
- The role of Sales and Marketing under this GTM
- Main marketing and product KPI's
- B2B martech stack
- Pricing SaaS
- Bottom up targeting
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...Craig Sullivan
This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points.
I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world.
If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.
Free Trial is a very misunderstood topic. This presentation cover everything you have to know in order to be successful in SaaS and Free Trial.
Read the full article on my blog: http://www.pierrelechelle.com/saas-free-trial
These are the results of a survey amongst more than 500 SaaS Company executives in Q4 2011 regarding the business metrics they use to run their business.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Voice-of-Customer Marketing is enabling businesses to achieve unprecedented results in their marketing efforts...
This presentation provides insightful information and easy-to-follow diagrams of:
-- Voice-of-customer marketing channels
-- How voice-of-customer marketing channels drive your organization's overall integrated cross-media marketing plan
-- How your entire integrated cross-media marketing plan can be measured to accurately determine your organizations return on investment (ROI) across the entire sales and marketing enterprise
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
Continual user experience optimisation: A guide to excellenceCRMT Digital
Aiming for continual improvement of marketing performance with data aggregation techniques.
Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer.
The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process.
This Slideshare shows you how it works.
Product-Led Growth is the go-to-market strategy that relies on using the product as the main vehicle to acquire, activate, and retain customers. In this (summarized and simplified) deck, I will explore:
- Why the fastest growing startups use a product-led GTM strategy
- The role of Sales and Marketing under this GTM
- Main marketing and product KPI's
- B2B martech stack
- Pricing SaaS
- Bottom up targeting
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
In this era where a customer is connecting with your brand through multiple channels, find out how each channel is contributing towards your bottom line, and how to calculate its true ROI.
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...Craig Sullivan
This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points.
I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world.
If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.
Free Trial is a very misunderstood topic. This presentation cover everything you have to know in order to be successful in SaaS and Free Trial.
Read the full article on my blog: http://www.pierrelechelle.com/saas-free-trial
These are the results of a survey amongst more than 500 SaaS Company executives in Q4 2011 regarding the business metrics they use to run their business.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Voice-of-Customer Marketing is enabling businesses to achieve unprecedented results in their marketing efforts...
This presentation provides insightful information and easy-to-follow diagrams of:
-- Voice-of-customer marketing channels
-- How voice-of-customer marketing channels drive your organization's overall integrated cross-media marketing plan
-- How your entire integrated cross-media marketing plan can be measured to accurately determine your organizations return on investment (ROI) across the entire sales and marketing enterprise
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATIONE-List Hunter
Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services.
Boost your PPC campaigns with six powerful tactics! Learn how to optimize your Pay-Per-Click strategy and focus on what truly drives results. Read expert insights at ValueHits Blogs.
Gianluca Binelli — Advanced PPC: Create Your Own Automated Bid StrategiesSemrush
These slides were presented during the SEMrush webinar 'Advanced PPC #3: Create Your Own Automated Bid Strategies'. You can access the video and the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-3-create-your-own-automated-bid-strategies/
Six Strategies to Help Maximize Your PPC Advertising in 2024Nirvana Canada
Marketers use many clever tools to get their products or services in front of the right eyes: content marketing, search engine optimization (SEO), email marketing, social media marketing, and affiliate marketing.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
Step-by-Step Campaign Building Instructions. Difference-making online advertising campaigns
require innovative strategy, leading technology, careful planning and insightful analysis. ExactDrive’s Advertising Platform and strategic consultant team provides all four, making it easier for you to generate the results you want most. Let’s work together!
HeroConf LA - "How to Scale Facebook Ads with Automation", session with Sahil...AdStage
Facebook provides incredible reach for advertisers to find, engage with, and influence their ideal target audience. However, managing Facebook Ads has become increasingly more complex with new objectives, ad placements, and creative types emerging continually – placing strains on marketers’ already thin bandwidth. In this session we’ll cover how to apply elements of marketing ops and automation in order to create robust Facebook systems that drive better results, without the need for continual manual actions. You’ll learn how to:
1. Automate your most tedious & manual Facebook optimization tasks, freeing you up to think about strategy, audience refinement, and creative.
2. Create a set of rules to monitor and optimize your ad campaigns 24/7 based on the KPI metrics you care about.
3. Align your campaigns to be in better alignment the customer journey, showing the most relevant ad creative based on time or a sequence of actions.
Sahil Jain, CEO of AdStage's session presentation at HeroConf LA 2017
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Tương lai của tiêu dùng & thương mại châu Á TBDDuy, Vo Hoang
Shoppertainment2024 - Tương lai của tiêu dùng & thương mại châu Á TBD. Báo cáo được ghi nhận đầy đủ các yếu tố bán hàng thành công thông qua các case thực tế tại từng thị trường bởi Tiktok Platform.
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
Report Digital in vietnam 2021 from We Are Social HootsuiteDuy, Vo Hoang
[CHÍNH THỨC] VIET NAM DIGITAL 2021
Tổng hợp từ We Are Social Hootsuite
Báo cáo tại thị trường Việt Nam được công bố hằng năm vào tháng 02
Tổng quan Dân số việt nam
▪ Việt Nam có dân số 97,75 triệu người vào tháng 1 năm 2021.
▪ Dân số Việt Nam tăng 852 nghìn (+ 0,9%) từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ 50,1% dân số Việt Nam là nữ, trong khi 49,9% dân số là nam
▪ 37,7% dân số Việt Nam sống ở trung tâm thành thị, trong khi 62,3% sống ở nông thôn.
Người dùng Internet ở Việt Nam
▪ Có 68,72 triệu người dùng Internet tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng Internet ở Việt Nam tăng 551 nghìn (+ 0,8%) trong giai đoạn 2020-2021.
▪ Tỷ lệ sử dụng Internet ở Việt Nam đạt 70,3% vào tháng 1 năm 2021.
Thống kê sử dụng mạng xã hội cho Việt Nam
▪ Có 72,00 triệu người dùng mạng xã hội ở Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng mạng xã hội ở Việt Nam tăng 7,0 triệu (+ 11%) từ năm 2020 đến năm 2021.
▪ Số lượng người dùng mạng xã hội tại Việt Nam tương đương 73,7% tổng dân số vào tháng 1 năm 2021.
Kết nối di động tại Việt Nam
▪ Có 154,4 triệu kết nối di động tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam tăng 1,3 triệu (+ 0,9%) trong khoảng thời gian từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam vào tháng 1 năm 2021 tương đương 157,9% tổng dân số.
File pdf được upload tại group chung: https://www.facebook.com/groups/Data.Driven.Marketing.Communication/
B2B ecommerce insight 2021 from Keyrus
Discover Top B2B ECommerce trends and winning model for
2021
Source:https://www.linkedin.com/smart-links/AQEFsePhcFHJgw/88504737-90a6-46ce-afc1-0657195dba61
Digital customer experience report 2020Duy, Vo Hoang
Digital customer experience report 2020.
Bernard Slowey, worldwide lead for digital customer
support at Microsoft, maintains one of the biggest
mistakes in digital CX is not having a dedicated team.
“A lot of companies have teams of people focused on
call centers, as well as improving minutes-per-incident
and handle times for voice calls with customers, but
then digital is merely treated as a bolt-on to support
organizations,” says Slowey.
More than a third of our research group (36 per cent) is
seemingly making this mistake. For these brands
digital experiences are supported by multiple
functions, potentially between marketing, CX and
customer service departments. This dispersed setup
can result in customers receiving conflicting and
disjointed digital experiences.
However, the majority of the respondents (64 per cent)
recognize the value of dedicated digital experience
teams, which is an 18 per cent year-on-year increase.
Within 18 months of building its dedicated digital
customer support department, Microsoft’s digital team
achieved a 3× ROI (return on investment). This result was
obtained by solving customer issues digitally and so
reducing the volumes shouldered by more expensive
support channels such as voice.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. Display Smart Bidding User Guide 1
Table of Contents
Overview and How It Works...........................................................................................................................2
Part 1: Setting Up Smart Bidding...................................................................................................................4
Part 2: Managing Smart Bidding...................................................................................................................6
Part 3: Assessing Results...............................................................................................................................8
Seasonality + Promotions.............................................................................................................................10
Creative Best Practices With Smart Bidding.............................................................................................11
Summary of Key Concepts...........................................................................................................................12
FAQs..................................................................................................................................................................13
Next Steps........................................................................................................................................................14
3. Display Smart Bidding User Guide 2
Smart Bidding is Google’s set of free programmatic bidding tools which automatically manage your bids across
all devices to drive more conversions and increase your advertising efficiency. Smart Bidding’s intent is to deliver
the best possible performance against your goals with the greatest possible efficiency. This guide is meant
for advanced users who want a detailed overview of Display Smart Bidding and want to implement it in the
most optimal manner. It contains best practices for setup, campaign management, and reporting in addition
to transparency into how our algorithm works. For a more basic description of Smart Bidding, please see the
AdWords Help Center.
When you use Smart Bidding, you can choose one of three strategies: Enhanced CPC (ECPC), Target Cost-Per-
Action (Target CPA), or Target Return on Ad Spend (Target ROAS).
ECPC
The algorithm uses your CPC bid and makes bid adjustments up or down to -100% based on conversion
likelihood. Can be activated at the campaign level or via portfolio bid strategies.
Target
CPA
The algorithm predicts the conversion probability of each impression to achieve the maximum number
of conversions within your target CPA. Can be activated at the campaign level or by selecting a portfolio
bid strategy.
Target
ROAS
The algorithm predicts both conversion probability and expected conversion value to get the maximum
total value from all of your conversions within your target ROAS. Can be activated at the campaign level
or by selecting a portfolio bid strategy.
Signals Used
Our programmatic bidding algorithm analyzes key attributes about each auction and determines conversion
likelihood. When used properly, the algorithm often delivers better performance than manual optimization while
saving a significant amount of time.
The algorithm considers a myriad of signals about each auction and over 70 million permutations of those signals
when calculating a bid. The signals considered include:
Overview and How It Works
4. Display Smart Bidding User Guide 3
USER
BEHAVIOR
USER
CHARACTERISTICS
WEB PAGE &
SESSION CONTEXT
AD
CHARACTERISTICS
• How recently a user left
your site
• How many pages a user
viewed on your site
• Value of products viewed
• Conversion funnel progress
• Previous sites visited
• Cross-device behavior
and conversions
• Remarketing list
membership
• Conversion delay
• Age and gender
• Location
• Device
• Interests
• Content of website
viewed
• Structure of website
viewed
• Keywords present on
website viewed
• Time of day
• Day of week
• Format of advertisement
• Relative creative
performance
How Does the Algorithm Work?
Target CPA, ROAS, and ECPC use the same underlying AdWords “programmatic bidding” algorithm. We model the
entire market of auctions that the advertiser could participate in with different bids. By doing this, the algorithm is
able to determine the best bidding rule to maximize volume while obtaining the desired Target CPA or ROAS.
Step 1
Advertiser defines the Target CPA and the algorithm models a conversion rate. With Target ROAS, the
algorithm also models an expected conversion value. CPA should be set based on your business goals
and metrics, as well as any past performance data from previous campaigns. For enhanced CPC we look
at your traffic and infer your CPA goal.
Step 2
The algorithm uses the Target CPA or ROAS, the predicted conversion rate and predicted conversion value,
and its understanding of the entire market of auctions to determine the right CPC for each auction.
Step 3
The CPC bid is converted to a CPM bid and compared with all other advertisers’ bids (both AdWords and
DSPs buying on AdX or other exchanges). The advertiser with the highest CPM bid wins the auction.
Ongoing
The algorithm regularly evaluates predicted vs. actual conversion rates and predicted versus actual CPA
or ROAS to drive accuracy over time.
5. Display Smart Bidding User Guide 4
Prerequisite: Ensure conversion tracking is set up properly. Smart Bidding is able to bid towards conversions from
AdWords conversion tracking, Google Analytics conversion tracking if imported to AdWords, as well as conversions
imported to AdWords via offline conversion tracking.
Check conversion volume in AdWords and compare it to Google Analytics or the 3rd party conversion tracking tools
you might use. If you notice a discrepancy between the two values, make sure to account for that when calculating
target CPA/ROAS. Read more about setting up conversion tracking in our Help Center.
Optimal campaign settings and targets are the first step to bid automation success.
Step 1 Set ad delivery to “standard” to avoid running out of budget early in the day or “accelerated’
if you expect an uncapped budget. Smart Bidding performs best with an uncapped budget,
so uncap the budget whenever possible; budget constraints can hinder performance
as the campaign is not able to participate in auctions that may be highly likely to drive a
conversion. Ad Rotation is automatically set to “Optimize for Conversions” when using
Smart Bidding to ensure the system chooses a creative most likely to convert. Remove any
frequency caps as this can hinder performance.
Step 2 Bidding type: If using ECPC or Target CPA, start with those bidding types immediately
so the algorithm can bid based on conversion likelihood from the start. If using Target
ROAS, start with ECPC or Target CPA and when eligible, switch to Target ROAS bidding.
You usually need a minimum of at least 15 conversions in a 30 day period, but some
advertisers with relevant historical data may be eligible sooner. The programmatic bidding
algorithm is able to evaluate all historical performance at the advertiser domain level.
Important: While you can start with target CPA immediately and switch to target ROAS
very quickly it’s hard to measure ROI and performance with low conversion volume. If you
are sensitive to consistently hitting your target over a 30 day period using automation, we
recommend driving at least 30 conversions per month, per ad group.
Why Are There Zero Eligibility Requirements to Bid with ECPC or Target CPA?
The programmatic bidding algorithm is able to learn from how well publishers, keywords,
Part 1: Setting Up Smart Bidding
6. Display Smart Bidding User Guide 5
and targeting performs from aggregate conversion data, as well as evaluate all historical
performance at the advertiser domain level. As a result of using this pre-existing learning
Google Smart Bidding performs best by immediately opting in new campaigns to ECPC or
Target CPA. These campaigns consistently outperform Manual CPC bidding even during
the 2-4 week learning period. During the learning period the bidding algorithm learns
even more about what works for the specific advertiser and campaign to further improve
performance.
Setting targets: Start with targets that align with your historical CPA or ROAS. If current
performance differs significantly from your target, the algorithm will lower bids and your
total volume may decrease. To regain volume, you can increase your CPA, lower your
ROAS goal or expand targeting. If efficiency is more important, you can continue using
your current target but remember to assess volume using the conversion volume chart
on page 9.
If enabling Target CPA in a campaign with no conversion history, we recommend using
your CPA from other display campaigns and/or using your business goals to inform the
ideal CPA. You can then explore the CPA/volume tradeoff by raising/lowering your CPA
target (similar to how you would raise your CPC in ECPC). Once the campaign gains
enough data on Target CPA, you can use our bid simulator to further explore CPA and
volume tradeoffs.
Step 3 Invest at least 2 weeks without changes for the initial learning period - performance may
be more volatile during this time as the algorithm makes optimization decisions. You can
see if a campaign is in learning mode by looking in the campaign status column.
Only segment ad groups when necessary. Smart Bidding performs best when allowed
to evaluate performance and optimize bids across as much traffic as possible. Over-
segmenting campaigns into many ad groups is discouraged unless there is a compelling
business reason. Here are scenarios under which you would want to segment your
campaign.
•• Segment if assigning different conversion values to user attributes
If you report conversion value and use target ROAS, Smart Bidding will automatically
optimize to deliver higher value conversions in line with your ROAS goal. If you don’t
report conversion value but you know some conversions are more valuable than
others, then you should use Target CPA and segment.
7. Display Smart Bidding User Guide 6
•• Segment ad groups to show different creative
For instance, show a brand focused creative to an upper-funnel user and a direct
response creative to a lower funnel user.
•• Segment if you have specific insights the algorithm won’t know
For instance, if you know time-to-departure is an important statistic for a travel
advertiser, use this metric to segment ad groups. Create one ad group targeting only
users whose departures are imminent and another for users with trips farther in
the future and tailor creative messaging accordingly. Another common use case is
segmenting for offline metrics or customer lifetime value.
•• Segment to provide additional insight or reporting
Another time to create a new ad group is when you want to completely split out
reporting between targeting or creative groupings. When you have two separate ad
groups, you’ll receive statistics for each ad group on a separate line item in the Ad
Groups report.
•• Segment if you value new users vs. existing users differently
Many advertisers set a higher CPA/lower ROAS target for new users.
•• Segment if you see attribution discrepancies for different segments based on 3rd
party reporting
For instance, if AdWords reports 50% more conversions than a 3rd party reporting tool
for your keyword targeted campaign, but only 20% more for in-market segments, you
should segment to account for that.
Even if you segment ad groups, evaluate performance towards goal at the campaign or
account level rather than focusing on ad group fluctuations and remember to consider
conversion delay when evaluating.
8. Display Smart Bidding User Guide 7
Once you’ve turned on Smart Bidding and confirmed progress towards your goals after the initial 2 week ramp up
period, very little manual campaign management is needed.
Significant campaign changes will disrupt performance because the algorithm will need to learn about and adjust
to the new settings. These changes include, but aren’t limited to, bid increases, adding new creative, and targeting
and audience list adjustments. For example, if you just opted in to automatic targeting and became eligible for a
significant number of new impressions on which Smart Bidding doesn’t have historical data, you may see a short
term performance disruption. If you must significantly change a campaign currently running with Smart Bidding,
make all the changes at once to reduce learning time. You can check the status column to see if the algorithm is
still learning about your settings.
If you need to make optimizations to the campaign, limit bid changes to only +/- 20% and wait a week between
changes. Small, infrequent target CPA/ROAS bid changes aren’t likely to cause a noticeable problem. If you have
very high conversion volume in an ad group (100+ conversions per day) you can make more frequent changes.
If you see a temporary performance decline, don’t panic! The algorithm learns over time and adjusts bids to
compensate for poor performance. Lowering the Target CPA or increasing the Target ROAS can significantly hurt
volume and performance — see the following chart:
Part 2: Managing Smart Bidding
Goal CPA
Actual CPA
Many optimizers would lower
the goal CPA here, forcing the
algorithm to drastically lower
bids and lose quality auctions.
Average
Conversion
Delay
If left alone, the algorithm will
detect underperformance and
start lowering bids which will
bring the CPA back to the goal.
9. Display Smart Bidding User Guide 8
Evaluate overall performance to minimize statistical noise.
Don’t focus too narrowly on individual ad groups or short
time periods (such as performance on a specific day),
especially if you set a target at the campaign level.
In the chart to the left, Ad Group C is performing above the
goal CPA whereas Ad Groups A and B are hitting the goal.
Since the campaign is hitting the goal, don’t pause Ad
Group C or overall volume will suffer.
The programmatic bidding algorithm will learn attributes
about Ad Group C which lead to CPA above goal and
compensate with lower bids.
Conversion delay is the cause of many perceived performance declines. It can take up to several weeks for some
users to see an ad and then convert. Advertisers pay the CPC cost almost immediately but the conversions for
those clicks come in over time based on the set conversion window. As a result, very recent performance may look
poor but gets better over time as more users convert and those conversions are attributed back to the day the click
took place. Check your web analytics data to determine your average conversion delay. You can learn more about
conversion delay here.
Consider conversion delay when setting your conversion window to make sure you are capturing all conversions. If
you set a shorter conversion window it can help to see results more quickly and speed up Smart Bidding learning,
but you will not see the full impact of your advertising.
If you are limited by budget, and performance is worse than your target CPA/ROAS, either lower the CPA or raise
the ROAS by 20% until either performance is at target or you are no longer budget constrained. Budget constraints
can hinder performance as the campaign is not able to participate in auctions that may be highly likely to drive a
conversion.
Part 3: Assessing Results
Ad Group A Ad Group B Ad Group C
CPA for Campaign 1
Target
10. Display Smart Bidding User Guide 9
Best practice: Combine Ad Groups C and B/A to maximize shared learning and allow Smart Bidding to optimize
across your traffic — unless segmenting for one of the reasons in section 1.
Expand the date range considered to include multiple weeks. When evaluating performance, set a date range that
accounts for delayed conversions. For instance, if you have a 24 hour average conversion delay, don’t include
yesterday in performance statistics.
Smart Bidding Accuracy and Conversion Volume
Smart Bidding is more likely to perform at your target CPA or ROAS if you evaluate a time period with more
conversion volume. The chart below shows expected accuracy given the conversion volume in a time period
or campaign hierarchy evaluated.
The following chart applies to any reasonable account structure or time period analyzed. If one ad group out of
a large campaign only has 15 conversions during a time period analyzed, we’d expect daily CPA volatility in that ad
group. The overall campaign might be consistently hitting the CPA over multiple days though. The chart does not
apply for longer time periods (e.g. all time or multiple months).
Focus on overall campaign performance trends rather than individual ad groups or short date ranges with more
volatility. The algorithm is designed to react and hit the target over time in each ad group.
Impact of Conversion Volume:
Number of
Conversions
Daily CPA or ROAS Performance
Fluctuation
Reaction Time
to Changes
Initial Learning
Period
15 Medium to High Slow (up to 2 weeks) Up to 4 weeks
50 Medium Medium Up to 3 weeks
100 Low Fast Up to 2 weeks
500 Very Low Very Fast (as few as 6 hrs) Up to 2 weeks
11. Display Smart Bidding User Guide 10
Smart Bidding and Campaign Scale
Our programmatic bidding algorithm is designed to provide your campaigns with the most conversion volume at
the chosen performance goal; CPA goal for Target CPA, and ROAS goal for Target ROAS. As the market shifts (e.g.
inventory, conversion rate, seasonality, user behavior, etc), conversion volume and spend may fluctuate in order for
our programmatic bidding algorithm to continue to meet your performance goal. There are a couple of steps you can
take to scale your campaigns:
•• Increase your CPA goal or ROAS goal — Both of these will allow our algorithm to bid higher in
each auction resulting in a higher chance of winning impressions that result in conversions.
•• Expand your targeting — With more impressions to bid on, our algorithm is able to find more conversions.
How Does a Change in Conversion Rate or Bid Impact Scale?
Typically there is a linear relationship between bid and scale, and conversion rate and scale. A bid or conversion rate
increase is likely to result in more scale, whereas a bid or conversion rate decrease in less scale.
Note: Switching to ECPC from Target CPA or Target ROAS does not increase scale at the same performance goal. For
example, switching from Target CPA to ECPC will not increase scale at the same CPA. Instead, you may see higher
conversion volume but at a higher and less efficient CPA. The same goal can be achieved by remaining on Target CPA
and increasing the CPA goal.
•• More seasonal volume only improves Smart Bidding. As long as your conversion rate isn’t changing drastically
on a daily basis due to short-term sales or other factors, Target CPA/ROAS is the optimal way to achieve your
CPA and ROI goals.
•• If your conversion rate is changing drastically due to a short-term sale or seasonal event or holiday (1-7 days
in length), we have the ability to inform the algorithm of the expected spike. Reach out to your sales team to
discuss next steps.
•• The programmatic bidding algorithm quickly recognizes if auction dynamics are changing.
Seasonality + Promotions
12. Display Smart Bidding User Guide 11
•• Ensure your creatives are well tailored to your audience. Try to avoid full creative swaps where you change all
ad creatives in an ad group.
•• If you need to do a full creative swap, expect a temporary performance shift while your new ads gather
performance history; scale will only return to previous levels if the ads perform similarly in terms of clickthrough
rate and conversion rate. New ads may have different performance vs. the current ads.
Why does adding new ads impact performance?
•• Ad rotation settings affect which creatives enter the auction.
•• New ads don’t have performance history to understand their expected clickthrough and conversion rates —
therefore Google automated bidding has less data to make a bidding decision.
•• When determining how much to bid for a particular creative, we evaluate factors such as historical CTR, CVR,
device, publisher, ad size to set the bid.
Recommendations to minimize performance volatility when refreshing creative on GDN
•• Do swap out one ad (per ad size) at a time and pause down the lowest performer in the ad group. Pause ads,
don’t delete, if you plan to relaunch.
•• Do relaunch paused creative rather than uploading the same creative again. We can use the old history to
ramp up.
•• Do remember that if you are using 3rd party serving with your ads, you limit the data google can see and
optimize toward.
•• Do follow all GDN creative best practices — outlined here.
•• Do use ECPC rather than target CPA or target ROAS if you are changing all creatives out weekly in an ad group.
•• Do not pause all creative assets in an ad group at one time — this results in performance volatility. If you must
swap out all, raise bids 20%.
•• Do NOT drop bids at the same time you add new creative assets to an ad group.
Best practices for frequency caps
•• Smart Bidding bids in each auction towards the likelihood of a user to convert - if a user is unlikely to convert,
and therefore the impression is not valuable, Smart Bidding will not set a high bid or show the ad to that user.
Smart bidding incorporates signals like recency and frequency into its estimation of how likely it is if a user will
Creative Best Practices With Smart Bidding
13. Display Smart Bidding User Guide 12
convert. Therefore, we do not recommend setting a frequency cap because Smart Bidding already accounts for
this and it can hurt the performance and scale of your campaigns.
Provide more conversion data for best programmatic bidding performance
•• Campaigns with significant conversion volume have more consistent data points for the algorithm to learn
from, and have fewer performance fluctuations over time.
•• If you’re looking at a date range for a campaign or set of ad groups with under 100 conversions, expect more
performance fluctuations.
•• Assess performance at the campaign level to evaluate results.
Only segment when necessary
• If a campaign is segmented into many ad groups, individual ad groups may experience performance
fluctuations due to low conversion volume.
• Remove unnecessary segmentation to ensure easy performance tracking.
Do not manually optimize — Smart Bidding optimizes for you, using the power of automation
•• It can greatly improve ROI or increase volume (though not overnight).
•• It doesn’t overreact to short term changes.
•• It only acts on statistically significant data.
•• If performance is not hitting the goal, the algorithm will adjust bids.
•• Uses Optimize for Conversions as the ad rotation setting to maximize performance.
Set campaign settings according to Smart Bidding best practices
•• Smart Bidding takes creative performance history into account but doesn’t decide which creative to show;
Optimize for Conversions is the ad rotation setting anytime you are using Smart Bidding.
•• Smart Bidding doesn’t consider budget constraints. If you’re limited by budget and Smart Bidding is having a
difficult time reaching your goal, you can switch to a lower CPA or higher ROAS to more effectively utilize budget.
Summary of Key Concepts
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How can I restart Smart Bidding? I don’t like the data it has already collected.
Smart Bidding cannot be restarted but is always learning and reacting to changing auction environments, so
restarting is unnecessary.
How can I let the algorithm know I expect an upcoming increase in conversion rate due to a sale or seasonal date?
We are able to inform the algorithm of upcoming conversion rate changes due to a sale or seasonal event. We
recommend discussing this topic with your sales team.
What devices or inventory types does Smart Bidding work for on display?
Smart Bidding works across all devices and inventory types including desktop, tablet, mobile, and AdMob apps.
What do you recommend if I have low conversion volume?
Consider bidding towards a micro-conversion that shows intent or likelihood to leave to a sale. This may be
something such as an time on site, pages visited or an email capture.
Does it matter if the Target CPA or ROAS is set at the campaign or ad group level?
No, Smart Bidding will work the same way regardless of where the target is set. However, ad group targets override
the campaign level target.
If I add multiple remarketing lists to one ad group will Smart Bidding bid differently for each?
Yes, we will learn against and bid differently for each individual list ID.
What is the best course of action if there is a site or pixel issue that affects data for Smart Bidding?
We are able to blackout data in certain circumstances such as a site or pixel issue. We recommend discussing the
issue with your sales team to see if your situation warrants a blackout of data.
Does Smart Bidding include view-through conversions?
No, Smart Bidding only bids towards click-based conversions. When evaluating performance, remember that we
only bid towards and consider click-based conversions when reporting on CPA or ROAS. If you want to include view-
through conversions in your reporting, you can do this via AdWords “Custom Columns”.
FAQs
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How can I switch on Smart Bidding as quickly as possible?
•• For ECPC and Target CPA, you can activate immediately. For Target ROAS, using ECPC or CPA allows the
system to collect data most quickly. Do not use CPM bidding.
•• Sometimes you’ll be able to turn on Target ROAS sooner than expected because we have significant prediction
data from your previous advertising campaigns.
Next Steps
Implement Target CPA or Target ROAS
Make only small changes (+/- 20%) to target CPA/ROAS during initial ramp up
Allow 2-4 weeks for the algorithm to learn