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TRANSCRIPT
We combine long
advertising experience with
in-depth digital technical
know how
Google AdsSmart Bidding
How we turned machine learning data into an effective smart bidding strategy. €
WHY
MACHINE
LEARNING
WHY
SMART BIDDING
HOW
SMART BIDDING
WORKS
SMART BIDDING
FOR SEARCH
CASE STUDY
PAPAKI.COM
WHY
MACHINE
LEARNING
AIi s t he sc ience o f making th ings smar t
Comput ing Power
There is an exponential growth of technology capabilities that is
calculated to double its effect every 18 months.
Power Abundance o f da ta
As users we produce a huge amount of data every day. Google
announced that only via its search engine, over 3 trillion queries are
generated in a yearly basis.
WHY
SMART BIDDING
Bidding i s a cha l l enge
Until recently, bidding was relatively simplistic:
As advertisers we placed a keyword-level bid according to the
possibility that this keyword will lead to a conversion based on last
click attribution model
Since then, more and more signals have been added as data points
such as device type, time, weekday, location that can be featured
into our bidding strategies
Today, the available signals have been multiplied and as a result,
as advertisers, we are not capable of calculating such big data in
order to come up with the best bid for each keyword or audience.
Demographics
Search Network
Partner
Conversion
Path
Conversion
Rate / Value
Demographics
Ad Creative
Audience
Segment
Device Type
Operating
System
Application
BrowserTime
Device Weekday
Locations
WHY
SMART BIDDING
KEYWORD
BIDS
from a few signals
to many many more
WHY
SMART BIDDING
W o r k F a s t e r w i t h
A d v a n c e d M a c h i n e L e a r n i n g
In bidding, machine learning algorithms train on data at a vast
scale and help us make more accurate predictions across
your account about how different bid amounts might impact
conversions or conversion value.
W o r k S m a r t e r
Using smart bidding strategies, we can dedicate less time to
daily campaign optimization tasks and utilize that time to
improve our client’s overall strategy
W i n M o r e
Having correctly set-up our smart bidding campaigns, we can
achieve greater results with the available budget while
maintaining control over spend.
HOW
SMART BIDDING
WORKS
AdWords Core Capab i l i t es
SMART BIDDING
FOR SEARCH
Steps to fo l l ow when app ly ing Β i dd ing fo r the
f i r s t t ime :
1 . S t a r t m a n u a l b i d d i n gU s e m a n u a l C P C
2 . G e t a b o u t 5 0 t r a n s a c t i o n s
o v e r l a s t 3 0 d a y s
3 . A p p l y S m a r t B i d d i n gS e l e c t a n y o f t h e a v a i l a b l e m e t h o d s t h a t
m e e t y o u r n e e d s
4 . W a i t 3 - 4 w e e k s a n d e v a l u a t e
CASE STUDY
L e v e r a g i n g S m a r t B i d d i n g
s t r a t e g i e s i n o r d e r t o
t r a n s f o r m G o o g l e D i s p l a y
i n t o a p r o f i t a b l e c h a n n e l
f o r P a p a k i . c o m
W e g a t h e r e d f i r s t p a r t y d a t a
f r o m o u r c l i e n t t h a t w e r e
h e l d i n i n - h o u s e C R M
s y s t e m s .
W e c o m b i n e d t h e d a t a o u r c l i e n t
g a v e u s w i t h t h i r d p a r t y d a t a
f r o m G o o g l e A n a l y t i c s & G o o g l e
A d s p l a t f o r m s t o g a i n d e e p
a u d i e n c e i n s i g h t s .
B a s e d o n t h i s d a t a c o m b i n a t i o n ,
w e c r e a t e d m a n y u n i q u e
a u d i e n c e s o f e x i s t i n g
c u s t o m e r s t h a t h a d d i f f e r e n t
p r o d u c t n e e d s a n d p r e f e r e n c e s .
M o r e o v e r , w e b u i l t o n t h e
e x i s t i n g c u s t o m e r s p r o f i l e s t o
b u i l d s i m i l a r a u d i e n c e s f o r
a t t r a c t i n g p o t e n t i a l n e w c l i e n t s .
W e m a t c h e d e a c h d i f f e r e n t
a u d i e n c e g r o u p w i t h t h e
c u s t o m i z e d D i s p l a y R e s p o n s i v e
A d s a n d l a u n c h e d c a r e f u l l y
s t r u c t u r e d c a m p a i g n s u s i n g
M a n u a l B i d d i n g t o g a t h e r t h e
n e c e s s a r y c o n v e r s i o n d a t a .
A f t e r 1 5 d a y s , w e a c q u i r e d t h e
r e q u i r e d c o n v e r s i o n d a t a t h a t
t h e G o o g l e M a c h i n e L e a r n i n g
a l g o r i t h m n e e d s a n d w e
l a u n c h e d u n i q u e a n d p o r t f o l i o
s m a r t b i d d i n g s t r a t e g i e s .
A f t e r 3 0 d a y s , w e h a d t h e d a t a
t o e v a l u a t e a n d c o n s i d e r a b l y
o p t i m i z e t h e s m a r t b i d d i n g
s t r a t e g i e s t o m a x i m i z e R O I f o r
t h e s e l e c t e d c a m p a i g n s .
T h e o p t i m i z a t i o n p r o c e s s o n
t h r o t t l i n g t h e M a c h i n e L e a r n i n g
a l g o r i t h m i n o u r f a v o r i s
c o n t i n u o u s a s w e k e e p
i n c r e a s i n g
o u r a u d i e n c e r e a c h .Manual Bidding
Rule based BiddingAdwords Automated Rules
Adwords Scripts
Third Party Platform
Automated Bidding(1-2 bid refreshes per day on avg.)
AdWords
Auction-Time
Bidding
CASE STUDY RESULTS
S i n c e t h e A I - b a s e d s m a r t b i d d i n g a l g o r i t h m e f f e c t i v e l y
g a t h e r e d c o n v e r s i o n d a t a , w e u s e d b o t h e x i s t i n g a n d n e w
c u s t o m e r s a u d i e n c e s t o y i e l d
i n c r e a s e i n C o n v e r s i o n s i n c r e a s e i n R O I
T h e c o m b i n a t i o n o f f i r s t p a r t y d a t a a n d t h i r d p a r t y d a t a a l l o w e d u s t o
t a k e f u l l a d v a n t a g e o f G o o g l e s m a r t b i d d i n g s t r a t e g i e s b y b u i l d i n g
u n i q u e c u s t o m a u d i e n c e s a n d u s e
n e w l y f e a t u r e d D i s p l a y R e s p o n s i v e a d s .
A s a r e s u l t , n o t o n l y d i d w e e f f e c t i v e l y
u p s e l l t o o u r e x i s t i n g c l i e n t s ,
b u t w e a l s o m a n a g e d t o
a t t r a c t n e w c u s t o m e r s a n d i n c r e a s e o u r
p r o d u c t s a l e s i n a p r o f i t a b l e m a n n e r .
CASE STUDY KEY FACTOR
