![]() ![]() ![]() ![]() To begin, you can set automated bidding at two levels, for a single campaign or an entire portfolio. What should you consider? Let’s start with the basics and then discuss strategies and tactics around automated bidding. While this seems tempting at first there are several factors that need to be thought through before reducing or eliminating manual bidding and rolling out automated bidding strategies. Google will set the bids for you, using machine learning and algorithms to reach a desired goal. In their eyes, being able to optimize bids at nuanced levels like keyword, device, or location has become an inefficient use of time that could be better spent developing higher-level strategies. The balance of control between advertisers and platforms has gone back and forth over the years as Google continues to move away from manual bidding. Ready for more details about (un)Common Logic’s experience and best practices regarding automated bidding strategies? Read on! Automated Bidding Strategies: The What & WhyĪutomated bidding strategies have become less a possibility and more of an inevitability. Want some broader context? Check out more about our (un)Common Logic approach to paid media services. What is the historical performance of the account? The algorithm needs data to perform well.What is the goal for the account? Different goals lead to different strategies.Which automated bidding strategy should be used for which type of account? What kind of monitoring and testing should we do? What can we do if we aren’t getting the results we expected? Based on our extensive experience with automated bidding tools, here are a couple initial questions to consider: But it isn’t as simple as flipping a switch. AI is here, and we’re told it will make our lives easier in many ways – such as with automated bidding tools. ![]()
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