A pain-free bid strategy with Automated BiddingScale and customization are critical to effective media buying. But a dependence on manual processes is often painful, especially when you’re running thousands of campaigns. It’s time-consuming and prone to mistakes.
To ease this pain, we’ve rebuilt Automated Bidding from the ground up. Rather than trying to guess the best bidding strategy, you can use Automated Bidding to leverage deep insights informed by Google’s machine learning. You set your bidding strategy to meet campaign goals, such as conversions or viewable impressions, and DoubleClick does the work for you, analyzing dozens of signals to dynamically place bids on the most valuable impressions.
Automated Bidding is now available in all DoubleClick Bid Manager accounts.
Flexing to meet your business goals with Custom Algorithm
While Automated Bidding lets you scale your marketing campaigns to meet a number of common goals, many marketers have campaign objectives specific for their business.
We’re introducing Custom Algorithm to address this need. This solution lets you customize the DoubleClick Bid Manager algorithm based on your proprietary data and models. You can assign a value to each impression based on your own unique data, and then Bid Manager automatically optimizes your strategy against those values, rather than clicks or conversions.
Fully customizable to meet any campaign goal, Custom Algorithm offers brands in any industry a way to better drive results using their proprietary data and insights. For instance, a financial services company could customize the algorithm to serve more of their ads to consumers with a high credit score, while a retail advertiser could use their historical purchase data to reach people likely to make high-value purchases.
Custom Algorithm also creates opportunities in more complex scenarios. Google’s internal media buying team used Custom Algorithm for the launch campaign of the Pixel phone. With the aim of optimizing for viewable placements on premium inventory, the team used previous campaign results to build a media buying model to score impressions based on these two factors. They used Custom Algorithm to increase the number of impressions on premium placements, while reducing cost per viewable impression.
They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach.
Custom Algorithm will launch in limited beta in June 2017 and roll out in full availability in 2018.
Adapting your bids to the user’s context with Bid MultipliersAutomated Bidding and Custom Algorithm are new tools to help marketers automatically set their bids to reach their broader marketing goals. But the most effective bid strategies are ones that align to the user’s context.
For instance, imagine you want to adjust your bids based on the device consumers are using. Right now this process requires you to manually set these bids in separate line items.
We’re aiming to improve your productivity with Bid Multipliers. This new solution lets you set different bids for six dimensions all within the same line item, including device, site, audience lists, demographic, location and time of day. You can also adjust your bids to better reach particular customer segments. For example, if your customers are converting at a higher rate on mobile than desktop, you could shift your strategy to bid higher on mobile campaigns.
We’ll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.
We understand the leverage you can gain when we invest in tools that give you greater efficiency and help you scale. With these new solutions, we aim to increase your productivity and empower your team to achieve more impactful results.