Innovation in BiddingAnu Adegbola

PPC Account Manager – element14

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About Me

@ansiclesuk.linkedin.com/in/anuadeola/

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The AgendaBidding on

Margin

Dynamic Campaign

Last Click Bidding

e14/e14 Bidding

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element14

• A British distributor of technology products and solutions for electronic system design, maintenance and repair

• Trading done throughout Europe, North America and Asia Pacific with operations in 24 countries and trading in over 100

• Over a million product SKUs across each market

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e14 Bidding World

• Bidding on Margin – bidding according to margin of each product

• Last Click Bidding – bidding according to just the last keywords that contributed to final conversion

• Dynamic Campaigns – full and almost immediate coverage of all in stock products

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Bidding on Margin - Test

• Decide which part of the account the test will be implemented on

• Determine what profit level should be

• Activate profit targeting

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Bidding on Margin - Results

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Bidding on Margin - Results

• #poundsigneyes

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Bidding on Margin - Conclusion

• Very good cost saving strategy

• Very good for small budgets, or trends where market volume drops and you still want to maintain YoY growth

• Can take a few weeks for definitive trends to start forming

• Depends on business goals (e.g. Amazon running at a loss makes sense so BoM doesn’t)

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Last Click Bidding - Test

• Ensured that the last keyword that contributed to the conversion is the only keywords that bid increases are made on (instead of any keyword that contributed to any conversion).

• Applied this to one main high volume category – Generic

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Last Click Bidding - Results

• Measured on SKU (specific product page) category. CPC dropped with improvements in CR and return on ad spend (ROAS).

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Last Click Vs. Any Click

• Last Click– Cost Saving

– Focus on one channel

– Clearer understanding of result of bidding

• Any click– Integrated

– Justify spend in areas that don’t seem to show direct profit/revenue

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Dynamic Campaigns (DC) – what is it

• Traditional way of creating campaigns – quite manual

• DC uses technology that is based on a template – creates campaigns and ad groups based on product feed

• Works with our feed – pauses ad groups of products that have been indicated to be out of stock

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Dynamic Campaigns

• Pros– Time saving! (25 hours per person – equivalent of hiring a new person!)

– With an efficient template set – there will be consistent granular ad groups

(meaning better Quality Score, Conversion Rate and ROAS)

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Dynamic Campaigns

• Cons– System is only as good as the feed

– Updating Google account according to feed can take a long time

(especially if company is sensitive to time of day bidding)

– Cost of tool

– Only limited on what is contained in product feed

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Summary

• Test, test, test – according to goals!

• Cost saving is a good thing (no matter what Google says)

• Bidding tests can take patience, but don’t lose track (monitor closely)

Thank you for listeningQuestions?

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