One of the Bhutan Email List that makes SA 360 so powerful is its bidding strategies. The experts from our Google Ads agency will detail the different features of Google Search Ads 360 in this article. Search Ads 360 optimizes bids based on certain user signals. For example, a bidding strategy will change bids based on the location of users and the browser they are using. As with any auction strategy, the more data the algorithm has, the better it will be for this algorithm. SA 360 also uses Real-Time Bidding, a smart bidding feature that further analyzes contextual signals to set bids.
There are 2 main differences that make Google Search Ads 360 special: Bidding strategies can be used on all search engine advertising accounts supported by SA 360. (ex: Bing) Bidding strategies can use Floodlight conversion tracking. It is essential to use the same bidding strategies on the different engines. For example, if your advertising return on investment (ROAS) goal for a product category is 5X, you can include the corresponding campaigns in your portfolio of bidding strategies on Google, Microsoft, and Baidu. Although these engines are separate entities, the goal remains the same on all platforms! Floodlight conversion tracking is a more sophisticated version of standard conversion tracking.
The strengths of Google Search Ads 360
With Floodlight, you can report at a more granular level. For example, you can track users who reach the cart with high value products. You can then create bidding strategies based on this event. You can then create custom formulas based on this data to guide bidding strategies. SA 360 provides a variety of metrics to assess the performance of your bidding strategies. There are over 50 metrics , or columns, that you can look at. As with all KPIs, some metrics matter more than others when it comes to determining whether a change in bidding strategy is necessary. Here are the main metrics you need to take into account.
Keep in mind that this bidding strategy is Google’s view of how well this bidding strategy is performing against the target. You should also compare the performance of the SA 360 lens against your internal lens. Although your ROAS SA 360 target may be set at 800%, the actual target may be different. If the actual goal is 900% and your ROAS is 600%, then you are 33.33% below the goal. Your objective of SA 360 will change often. If your ROAS is performing too well, you can decide to lower the target to gain volume. Or, if it’s not good enough, increasing the goal might be a good idea.
This metric compares the performance of your target KPI (ROAS, CPA, or ERS) to your current target. For example, if your ROAS SA 360 goal is 800% and the total ROAS of your bidding strategy is 600%, you are 25% below the goal. Make sure that when you look at these numbers, the data comes from the last goal change. If you changed the goal 3 weeks ago but are only looking at data for the last week, the comparison will not provide an accurate indication of how effective the bidding strategy is. Most auction strategies have conversion times. Google defines lead time as the number of days that must pass before the system expects 80% of conversions and / or auction strategy revenue to arrive.
A 5 day lead time means that at least 80% of conversions and / or revenue will be achieved 5 days after today. Google recommends waiting for at least two conversion cycles to complete before changing the goal. In the example above, you should wait at least 16 days before considering a goal change. You can make a change earlier, but the data will be incomplete. As with any test, you need to make sure that it lasts long enough and that it collects enough data for you to be able to draw conclusions. Percentage of optimal cost associated with the bidding strategy This metric calculates the actual cost of a bidding strategy relative to its optimal cost.