Презентація продукту SA360 для команди DIEVO. Спікер - Нікіта Міцевич.

2. Block #1
Entrance to Search Ads 360

4. GMP eco-system
Campaign
manager
Campaign
manager
Studio Display &
Video 360
Google Ads
Manager
Google Ads
Manager
Search Ads 360
Analytics 360

5. What is Search Ads 360

6. SEM Trading Desk
“Manage, automate and optimise your search engine
marketing campaigns in real-time and at scale”

7. How does it work?

8. What can Search Ads 360 do?
Centralise search marketing with
unified insights and reporting
Strategic bid optimisation to
improve performance
Maximise retail performance
through the Commerce Suite

9. Trading Desk with a lot of benefits
Search Ads 360
Google Ads Bing Baidu Yahoo! Other

10. Social accounts & Engine Track
Social accounts
• Facebook/Instagram
• Twitter
Engine track
• adMarketplace
• Naver
• 360.cn (Qihoo)
• Yandex

11. Account Structure

12. About Bid Strategies

13. Bidding complexity
X
X
= 6 000 000 combinations
100 000 keywords
3 devices
(mobile/desktop/tablet)
20 GEO regions

14. Portfolio Bidding
In portfolio bidding, the bid strategy considers all of the
campaigns, ad groups, keywords, and other biddable items
that it's optimizing to be part of a single portfolio.

15. ● Learning from historical events
● Enhanced performance in critical moments (sales, weather changes, etc.)
● Predictive modelling
● Optimization to multiple targets
● Connect offline conversions
● Ability to forecast the impact on performance of changing your goals
How does machine learning work?
SA360 state-of-the-art machine learning System
Incorporates billions of features for better results

16. Automated bid strategies, Automated bid strategies with
Manual bidding Manual bidding (optimized)
1 Campaign – 1 Bid Strategy 1 Bid Strategy – Some Campaigns,
Portfolio Bidding,
levels of bid strategies
Portfolio without extra control Portfolio with Additional features
Standard machine learning algorithm Advanced machine learning algorithm
+16,7%
General characteristics of bid strategies

17. Bid Strategies
1
2
3
4
Conversions
Revenue
Clicks
Position
5 Advanced targeting

18. How to choose the right Bid Strategy type
Cross Device optimization
Bid modifiers: Mobile, RLSA, Location targets
ConversionsClicks Revenue Position
Advanced
targeting
TARGET
Monthly Spend
CONSTRAINT
max/min bid limit
TARGET
CPA or Monthly
Spend
CONSTRAINT
max/min bid limit
max/min position
limit *
max CPA
constraint *
* CPA target only
TARGET
ERS or ROAS or
Monthly Spend
CONSTRAINT
max/min bid limit
max/min position
limit*
min/ROAS limit
* ERS/ROAS target only
TARGET
ERS or/and ROAS
or/and CPA
CONSTRAINT
max/min bid limit
max/min position
limit*
min/ROAS limit
* CPA/ERS/ROAS target
only
TARGET
Avg Position
CONSTRAINT
max/min bid limit

19. Bid strategy control
Choose the relevant attribution model Bid adjustment
Optimization objectives Source of conversions
 Conversion goal
 Revenue goal
 Advanced targeting goal
 Click goal
 Position goal
Floodlight Tags (revenue or margin) & Custom variables
Google Analytics goals & transactions
Formula columns with weighted revenue
Offline Conversions
Mobile (incl.
cross-device)
GEORLSA

20. Choose your Conversion Data
1
2
3
Floodlights
Google Analytics
Formula Columns

21. Floodlight
Floodlight is the
intellectual conversion
tracking system for
the Google Marketing
Platform (GMP)

22. SA360 Bid Strategy Features

23. Bid Strategy Forecasts

24. Data Exclusion Event
Create events to remove inaccurate data
from bid strategy calculations
 Corrupt data - Example: website down
 Only if a significant amount of data is
corrupt or missing
 Not intended to exclude promotions
(bid strategies are designed to handle
routine data variations)
Recommendations:

25. Bid strategy opportunities feature to identify campaigns
Identify campaigns &
estimate impact based
on business goals
 Identify campaigns that could have better performance
 Quantify the improvement that bid strategies could have
on metrics you care about

26. Initial setup
 3-week cost and ROI.
 If primary conversion tag is low volume, consider secondary target.
Setup structure
 1-3 bid strategies per account.
 More volume and keywords in a bid strategy allows our algorithms with
more flexibility to reach your goals most efficiently.
Period for new bid strategies learning
 First 1-2 weeks SA360 algorithm = “learnings”
 During the data collection period, the startup learning behavior
Conditions and recommendations to use Bid strategies

27. Block #2
Search Ads 360 top features

28. Labels
 Definition: SA360 only organization tool to label
cross-engine stats and create remarketing lists,
access reporting based off label
 How to: Manually in UI, bulk via UI or bulksheet,
condition based via rules
 Scope: Can be applied to campaigns, ad
groups, keywords and ads. Underlying entities
will inherit it unless otherwise specified
 Timeline: One off or based on conditions

29. Ad copy tests

30. Landing page tests

31. Scheduled & One-off Bulk Edits
 Definition: Applying changes to a high
volume of entities on a recurring or one-off
basis leveraging the UI or bulksheets.
 Scope: Can be applied to Ads and
keywords to adjust bids, landing page
URLs, ad copy updates, status etc.
Depending on the scope is what you can
access.
 Tools: DS UI, Bulksheets
(download/upload).
 Timeline: Now or at a scheduled time.

32. Attribution models in DS
Shared attribution models across
Google Marketing Platform*
Seamless integration
 Apply multiple models to selected conversion types
 View attributed conversion stats
like any other SA360 metric
Bid optimization based on attributed
conversions

33. Data-driven attribution model
Generate your own custom data driven attribution model based on your data
 Provide a simple framework for getting meaningful results and improving measurement over time
 Attribution model based on empirical performance

34. Data-driven attribution model
Attribution works
across all Google
Solutions
Google Ads
Search Ads 360
Display&Video 360
Google Analytics 360
Google Attribution Beta 360
Google Ads:
Intra-search
attribution only
Google Analytics Free:
All digital channels but no
impressions
Search Ads 360:
All PAID digital channels
(clicks and impressions)
Google Analytics 360:
All digital channels and
offline conversions
(possible impressions)
Google Attribution 360:
All digital channels.
Connectors to buying
platforms.

35. Solving measurement & attribution challenge
MEASUREMENT CHALLENGE
ATRIBUTTION
CHALLENGE
ACTIONABILITY
CHALLENGE
—
Cross-Channel Cross-Device Data-Driven Actionable
— —
— —
—— —

36. Hоw we can enrich SA360 data

37. Offline Conversions
Use offline data in a bid strategy
1. External attributed data can be uploaded as
fractional conversions ask your consultant
for further information
2. If no conversions occur in the last 24h
upload an availability timestamp
3. Create a separate Floodlight activity for
offline data and only if data will be uploaded
once a day or less set “Primary source is
offline”

38. Business Data
Leverages your external data such
as promotions calendars, inventory
hierarchy, and product
categorization to save time on
reporting, uncover new insights
and more efficiently manage
campaigns.
You can use your business pivots for:
 Intuitive reporting that follows the
structure of your goods and services.
 Campaign automation that leverages
external data

40. Business events
Row type Action c:Brand.Discount % Event start time Event end time c:Brand.ID
c:Brand append .10 2016-08-15 2016-09-04 Speedy Shoes
c:Brand append .20 2016-08-15 2016-09-04 Comfy Walkers
 The bid strategy automatically uses
performance data during past events
to anticipate any changes needed
before, during, and after the next
event.
Business data -> Business events -> Bid strategies use the event data

41. Use Custom Floodlight Variables in bid strategies
 Enable the relevant Custom Floodlight
Variables in your advertiser settings
(needs to be set as dimension)
 Create a Floodlight Activity column
selecting the relevant Floodlight
Activity tag(s) and setting up a filter on
the CFV value expected
 Setup a bid strategy using this
Floodlight Activity column and the
desired target
Use a custom Floodlight dimension in a bid strategy

42. Create custom metrics Rename a column
Sum up Floodlight
columns with weights
Apply a fixed value Create a custom alert Date handling
Formula column means many possibilities
Use Excel-like formulas to manipulate data and define your own KPIs directly in the interface.
Help Functions FC in a SA360 bid strategy

43. Formula column Examples (CTR)
Formula name Formula Description
CTR yesterday CTR.for_date_range(yesterday()) Yesterday's CTR.
CTR day before yesterday CTR.for_date_range(yesterday(),
days(-1))
CTR for the day before yesterday.
CTR Flag % to_percent((c:"CTR yesterday"-
c:"CTR day before
yesterday")/c:"CTR day before
yesterday" )
The percent change in CTR rate.
CTR Flag IF(
OR(
(c:"CTR Flag %" > 3%),
(c:"CTR Flag %" < -3%)
),
"True",
"False"
)
Displays "True" if the CTR has
changed more than 3%, otherwise
displays "False".

44. Formula column Examples (Conversions)
Formula name Formula Description
Conv. rate ( Actions + Trans ) / Clicks The total number of Floodlight conversions
per click.
Conv. rate 30 c:"Conv.
rate".for_date_range(last_30_days())
The conversion rate for the last 30 days.
Conv. rate 7 c:"Conv.
rate".for_date_range(last_7_days())
The conversion rate for the last 7 days.
Conv. rate trend % to_percent((c:"Conv. rate 7"/c:"Conv. rate
30")-1)
The change in conversion rate over the
past 7 days, converted to a percent.
Conv. rate trend IF(
AND (c:"Conv. rate trend %" >10% ,
c:"Conv. rate trend %" < 30%),"Increasing",
c:"Conv. rate trend %" > 30%,"Strongly incr
easing",
AND ( c:"Conv. rate trend %" < -10%,
c:"Conv. rate trend %" > -30%
),"Decreasing",
c:"Conv. rate trend %" < -30%,"Strongly
decreasing","Flat")
Outputs an analysis of the change in
conversion rate.

45. The Commerce Suite

46. Feed integration
Seamless integration

47.  Automatically restructure Shopping
campaigns around these products
 Raise revenue by bidding higher on top
products
 Save budget by bidding lower on poor
performers
 Use adaptive geo targeting
Adaptive Shopping Campaigns

48.  Keywords created from feed
 Fully automated management of campaigns based on
product availability, changes of prices, ad text
 Higher QS and CTR
 Advertise on new offering the same day
Inventory campaigns

49. Executive Dashboard
Segmentation
Segment the data
by labels e.g. Bid
Strategies vs
manual bidding
Date Ranges
Select & compare
date ranges if data
on the same chart
Charts
Line, bar,
combination, pie &
tables
Notes
Add your notes and
comments to each
chart. e.g. changes
to strategy target
Labels
- Use labels to track Bid Strategies performances in Executive Reports
- Can be applied / removed automatically using Rules
- Are evaluated by the machine learning bid algorithm

50. Block #3
Best Practices

51. Drove 38% more revenue at a higher
ROAS ratio
Increased mobile traffic and sales by
150% year over year
Achieved 98% sales growth in Google
Shopping campaigns and 16% sales
growth in traditional keyword text ads
Goals
Approach
Results
• Grow sales at a target return on ad spend (ROAS)
• Stay ahead of the curve in mobile
• Move to ROAS-based portfolio bidding with Search
Ads 360
• Inform bid strategies with a time decay attribution
model
• Leverage cross-device conversion tracking to
automate mobile bid adjustments
• Automate bid adjustments for remarketing lists for
search ads (RLSA)
• Drove 38% more revenue at a higher ROAS ratio
• Increased mobile traffic and sales by 150% year over
year
• Achieved 98% sales growth in Google Shopping
campaigns and 16% sales growth in traditional
keyword text ads
“The in-house tool wasn't a bad
way to go, but we felt like there
was some machine learning that
was beyond us, which is why we
chose Smart Bidding.”
- Larry Sweeney, Search Engine Marketing
Manager at eBags
An easy switch to ROAS-based portfolio bidding
with Search Ads 360

52. Drove 38% more revenue at a higher
ROAS ratio
Increased mobile traffic and sales by
150% year over year
Achieved 98% sales growth in Google
Shopping campaigns and 16% sales
growth in traditional keyword text ads
Goals
Approach
Results
• Drive sales for HP Home & Home Office products
such as computers, printers, and ink cartridges
• Efficiently respond in real time to paid search
marketing opportunities across the globe
• Rigorously tested Search Ads 360 versus an
incumbent SEM platform
• Implemented bid strategies in Search Ads 360 that
use real-time data and bidding
• Set up inventory-aware campaigns to update search
ads with real-time product information
• 23% cost reduction and 16% revenue growth
• Improved the cost per order dollar by 33% versus the
incumbent platform
• Saved 13 hours per week
“We think ownership of our marketing data
will be a strong advantage for the future, and
the platform’s unique capabilities in data and
real-time action were a big part of why we
looked at Search Ads 360..”
- Jay Dark, Director of Search and Global
Marketing, Hewlett Packard
SEM platform evaluation leads HP to DoubleClick
Search

53. Drove 38% more revenue at a higher
ROAS ratio
Increased mobile traffic and sales by
150% year over year
Achieved 98% sales growth in Google
Shopping campaigns and 16% sales
growth in traditional keyword text ads
Goals
Approach
Results
• Increase return on ad spend
• Improve efficiency and cut time spent on account
maintenance
• Grow volume of store visits
• Split accounts by device type and applied geo-
targeting based on store proximity
• Used Search Ads 360 features including Smart
Bidding, labels and automated modifiers for
remarketing lists for search ads (RLSA) and geo-
targets
• Launched adaptive shopping campaigns
• 68% increase on return on ad spend
• 114% increase in online revenue
• 232% increase in store visits
“iProspect’s innovative use of Search Ads
360 most powerful features allows us to test
out our products and focus on the
geographical areas that best serve our stores.
The approach has been so successful that
we've evolved it into a fully fledged campaign.
It now serves as a vital part of our digital
marketing efforts. ”
- Tania Douglas, Media Manager UK & IE, IKEA
UK
IKEA boosts ad spend ROI through DoubleClick
Search

54. More Cases

55. Summary
Total benefits of Search Ads 360
Productive (on average + 16,7%)
Save time (optimizations, reports, development)
Use full stuck Google Marketing Platform
1 Specialist – Lots of big clients

56. Online training academies and resources
 LINK HERE - a must complete for SA360 Certification + Mastery
 Academy of Ads for trainings on how to use SA360, Get started with Search Ads 360
 ALL TECHNICAL TROUBLESHOOTING: help contact form

57. Contacts
Skype: micevich.nikita
E-mail: nmitsevich@admixer.ua
Facebook: facebook.com/nik.mitsevich
Viber/Telegram/WhatsApp: +38 (050) 0-444-333

58. Questions?