Lightning Talk by Anita Garimella Andrews, VP of Customer Success, RJMetrics, at Data Point Live, San Francisco, 10/1/2015

1. #datapointlive
Leveraging Google
Adwords Bid Multipliers
Anita Garimella Andrews, VP of
Customer Success, RJMetrics

2. #DPL15
The client
●
Luxury fashion apparel
●
Marketplace for brand name clothing, shoes,
handbags, jewelry, etc.
●
Robust Google Adwords data

3. #DPL15
Using Adwords bid multipliers to fine-
tune seasonal ad spend strategy
●
Significant seasonality of
business:
○ Understand which day(s) drive the
most sales for the business
○ Craft a strategy to optimize ad
spend

4. #DPL15
Strategies for adjusting bid multipliers:
Google vs. RJMetrics
●
Google suggests adjusting the bid multiplier based
on the conversion rate
○ This doesn’t take lower/higher order values into account!
●
RJMetrics strategy for setting bid multipliers accounts
for:
○ % change in conversion rate
○ % change in AOV

5. #DPL15
Some real data!

6. #DPL15
Some real data!

7. #DPL15
Next steps
Client made changes to bid multiplier
●
Increased spend for days with higher relative value
●
Decreased spend for days with lower relative value

8. #DPL15 | @mada299
Thank You!