Initially, I was concerned about how automated bidding would respond to unexpected behavioral changes. for example: Do you quickly notice the fact that the same people who used to shop online from office parks are now suddenly doing the same search from their homes in different cities? Will it break the machine learning predictions of geographic impact on the possibility of query transformation? Google's Peter Oliveira said: “Smart bidding has the ability to get a signal and adjust it against anything else that is happening in the market. It uses both aggregated and recent trends, but it's happening recently. Prioritize what you are doing. "
Therefore, it should work pretty well raster to vector conversion now. Most of what we heard from participants and panelists confirmed that Riuler said that automatic bidding was working. Kirk Williams shared unexpectedly good results from his click maximization strategy, saying: "Automatic bidding works relatively well. Naturally, conversions are low, but ROAS is actually improving." advertisement Continue reading below However, automated bidding requires the right data to make forecasts, part of which is to make the right measurements. “It's not a bad time to get users, even if not all users get conversions right away,” Wenograd said. The fundamental point is that the last-click attribution model may not work with this particular strategy, so previous interaction-focused models may work well in such cases. "Especially now, avoid set-and-forget mentality. Smart bidding is not automatic bidding, but you still need to revise your goals weekly."
It may make sense to make the campaign structure more detailed, even temporarily, so that the goals can be aligned with what is happening on a regional basis. The machine learning model mainly looks at the relationship between queries and conversions, ignoring campaign names, etc., so changes in the campaign structure will not corrupt the automatic bidding model. 8. Continue learning Digital marketing has always been a fast-moving area, and many of us work from home, so we were able to adapt relatively quickly. advertisement Continue reading below But one of the things I personally miss is an event where you can learn from the experts and talk with your wise colleagues in the hallway. Also, I would like you to participate in the weekly PPC Town Hall,