The document outlines a webinar focused on strategic paid search marketing, particularly using Google Smart Ads and smart bidding strategies. It discusses various bidding strategies like Target CPA, Maximize Conversions, and Target Impression Share, along with their use cases and key results from tests. Additionally, it covers smart shopping campaigns, responsive search ads, and offers insights from industry experts on optimizing search performance.

1. Strategic Paid Search Marketing
Automation Series
Optimize Your Search Campaigns with Google Smart Ads,
Competitor Analysis & Controlled Budget

2. 10 - 10:45 am PT 12 - 12:45 am PT
KENSHOO PRESENTS:
AUTOMATION & CROSS-CHANNEL
CPC STRATEGY & ELITE SEM
PRESENTS:
BEING SMART WITH GOOGLE
SMART BIDDING
Today’s Timeline
ADTHENA PRESENTS:
5 BEST PRACTICES TO ELEVATE
SEARCH PERFORMANCE
11 - 11:45 am PT

3. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

4. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speakers
Lewis Brannon
Senior Retail Search
Manager
Aaron Levy
Director, SEM

6. Today’s Agenda
● Smart Bidding Overview / Concepts
● Bid strategies Breakdown & Use Cases
● Understanding Smart Shopping
● Smart Ads Guide - Responsive Search Ads

7. POLL QUESTION
Are you actively using Google smart bidding
strategies on your campaigns?

8. Smart Bidding 101

9. tbdWhy Use Smart Bidding?What Is Smart Bidding?
“...automatically optimize bids using advanced machine learning to get more
conversions within a performance target.”
Aims to address any of these
objectives:
● Increase Traffic
● Increase Visibility
● Get More Conversions
● Meet a ROAS Target
● Maximize Conversions at
a set cost per order

10. tbdWhy Use Smart Bidding?Smart Bidding - How to Use
Campaigns > Settings > Bidding > Change Bid Strategy

11. What is the technology
Pillar Concepts of Smart Bidding
Advanced
machine
learning
Large scale
contextual
signals
Flexible
performance
control

12. Smart Bidding Strategies
1
2
3
4
Maximize Clicks
Target Page Position
Target Impression Share
Target Outranking Share
Traffic / Visibility Focused
1
2
3
4
Target CPA
Target ROAS
Enhanced CPC
Maximize Conversions
Conversion Focused

13. Smart Bidding Strategies Breakdown

14. Bidding Strategies & Goals - Comparison Chart

15. Copyright 2017 - Q4 Amazon Virtual Summit
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Target CPA
SPECS:
● Uses historical conversion data (must have) and contextual signals at auction to find optimal
bid
● Some conversions will be above target, but should balance towards target over time
● Excludes last few days of data
● Can set minimum and maximum bid levels (portfolio only)
TIPS:
● Set initial CPA in line with current CPA to start then adjust
● Set mobile bid modifier to 0% or break-out mobile into own campaign
● Keep ad group / keyword themes tight - works best with small groups (due to variance in
performance of keywords)
● Add audiences to see audience-level (RLSA) performance (but bids are ignored, unless -100%,
just like all modifiers).

16. Target CPA
Consider:
● Use this on campaigns
with high conversion
volume (Google
recommends 15
conversions in last 30
days)
● Seasonality impacts
● Let test run for at least 30
days before adjusting
● You still pay CPCs (it’s not
a commission model)
Get as many conversions as possible at a target cost per acquisition.
When to use:
● On highest conversion
volume campaigns / ad
groups / keywords (algo
likes data)
● When ROAS is below goal
but conversions are high
When not to use:
● On campaigns / ad groups
/ keywords with < 15
conversions in last 30 days
● If you are planning to
make major changes to
landing pages

17. Copyright 2017 - Q4 Amazon Virtual Summit
We’ve been testing...
Target CPA Test
Key results overview:
● Successfully limited
impressions to more likely
converters
● Clicks decreased and got
more expensive, yet
conversions and revenue
improved
● CPA -2%
● Overall test was a success
due to gained efficiencies
and no drop in volume

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Maximize Conversions
SPECS:
● Evaluates contextual signals available at auction to find optimal bid to get the conversion
● Spends full budget in order to maximize conversions
● Does not work with a ROAS or CPA target
TIPS:
● Do not use if you have a strict ROAS or CPA goal
● Check your daily budget amount, if you’ve been spending less than your daily budget, this
strategy will increase spend significantly

19. Maximize Conversions
Consider:
● If you have a strict ROAS
or CPA target, if so, this is
not a good strategy
● Using this strategy with
new campaigns if the goal
is to drive volume, and
adjust later after volume is
established
Auto adjusts bids to get most conversions possible and spend full budget.
When to use:
● If goal of campaign is to
drive as many conversions
at possible with very
flexible ROAS or CPA
targets
● For new campaigns that
have no history and need
to drive volume quickly
When not to use:
● If you have ROAS or CPA
goals
● If your campaign is
spending significantly
below daily budget limit
● Perhaps ever???

20. Copyright 2017 - Q4 Amazon Virtual Summit
We’ve been testing...
Maximize Conversions Test
Key results overview:
● Huge spend increase (duh)
● CPC spike was significant
● CTR decreased, indicating
less algorithmic focus on
quality traffic, more of a
shotgun approach
● Successful in driving
conversion volume and
revenue increase, but big
loss of efficiency (ROAS
dropped from 3:1 to 1:1)

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Target Impression Share
SPECS:
● Automatically sets bid with goal of reaching impression share target
● Available as standard strategy at campaign level or as portfolio (shared across multiple
campaigns)
● Can choose to target absolute top of page IS, top of page IS (above organic) or all search results
IS
TIPS:
● Understand difference between Abs. Top of Page IS, Top of Page IS, and all-search results IS
● Use bid limits, but don’t set them too low, otherwise the system can’t drive enough impressions
to reach IS goal

22. Target Impression Share
Consider:
● Make sure you
understand your current
impression share reports,
understand difference
between types of
impression share
● Have clear understanding
of competitive landscape
within your campaign(s)
Auto adjusts bids to reach impression share goals.
When to use:
● In small batch campaigns
(few keywords) with clear
visibility targets
● If goal of campaign is to
obtain a certain level of
competitive visibility on
certain key searches
● Conquesting competitor
keywords
● High volume generic /
category head terms
When not to use:
● Across large numbers of
keywords with varying
historical performance
● If ROAS or CPA is the
primary goal

23. Copyright 2017 - Q4 Amazon Virtual Summit
We’ve been testing...
Target Impression Share Test
Key results overview:
● Goal was 75%, reached 73%
after 30 days
● Clicks got cheaper despite
CTR drop, indicating less
emphasis on Quality Score
● Drove more conversions
and revenue, but less
efficient (ROAS dropped
from 4.2 TO 3.1)

24. Smart Shopping

25. Copyright 2017 - Q4 Amazon Virtual Summit
Smart Shopping Defined
“Simplify your campaign management, maximize your conversion value,
and expand your reach with Smart Shopping campaigns. This campaign
subtype combines standard Shopping and display remarketing campaigns,
and uses automated bidding and ad placement to promote your products
and business across networks.”
-- Google

26. Smart Shopping Breakdown
● Designed for smaller, less sophisticated, resource-strapped advertisers
● Massive control limitations
● Misleading name (Includes Display)
● No independent control of network strategy
● No priority settings / no ISO
● SEARCH TERMS??!!

27. Smart Shopping Placements
● Image credit Google / DataFeedWatch
SHOPPING DISPLAY YOUTUBE GMAIL

28. Smart Shopping - Where it Might Make Sense
(But probably not)
● Small scale testing on low performance products / brands / collections, etc.
● Advertisers with limited resources / management skills / time and flexible ROAS
goals
● If search query segmentation / keyword targeting is not important to your business

29. Smart Ads Evolution - Responsive Ads

30. Responsive Search Ads

31. ● Optimization through machine learning
○ 15 headlines, 4 descriptions
● Show more text and relevant messaging
○ Typically shows in the 3 headline
format
● Show up in more relevant searches
○ Potential boost to CTR and Quality
Score that can lead to more relevant
impression share
Responsive Search Ads

32. Responsive Search Ads - Tips

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Schedule Your 1-1
Search, Display & Social
Advertising Strategy Evaluation

34. Q & A
Lewis Brannon
Senior Retail Search
Manager
Aaron Levy
Director Paid Social,
SEM

35. Strategic Paid Search Marketing
Automation Series
Please hold for our next presentation starting at 11pm PT / 3pm ET
KENSHOO PRESENTS:
AUTOMATION & CROSS-CHANNEL
Optimize Your Search Campaigns with Google Smart Ads,
Competitor Analysis & Controlled Budget