Adobe Advertising Cloud Search lets you manage paid campaigns in an algorithmic manner helping you drive greater performance. It is easy to bid on keywords but it gets complex when the scale is large. In addition, what really matters in driving performance out of paid search campaigns is
Efficient budget allocation
Bidding is attuned to changing marketplace conditions
Mapping of campaign objectives to overall business goals
Although, above is not an exhaustive list of events that influence campaign’s success however, these are some critical to success factors that make a huge difference to overall performance.
Adobe Advertising Cloud Search provides many levers to accentuate the returns and drive greater ROI. One excellent feature that helps you is - MULTIPLE, inside Portfolio settings.
We have generally observed that some advertisers interpret the ability of Ad Cloud to influence portfolio budgets, functions at campaign–level – which is not true AT ALL. Multiple ensures that your campaigns never go offline due to lack of budgets, especially on days when they are performing better than other days.
So, say you have a portfolio ABC which has a multiple of 3 and portfolio spend target of $1000. On a certain day, some of the campaigns in ABC portfolio outperform other campaigns consuming nearly 80% of portfolio budget. As a result, Ad Cloud increases the budget target of portfolio by the factor of “multiple” value i.e., from $1000 for that day to $3000 ($1000 X 3).
Any necessary budget changes are pushed to the engine beginning at 12.00 Noon, in advertiser’s time zone.
(Important: increasing target does not mean spending the same amount, unless campaigns are spending higher budget)
The above behavior is a strategic and calculated move by Ad Cloud technology to ensure that not only your campaigns stay active during the run & continue serving ads, but continue to collect the crucial asset – the Data, to predict future bids.
Multiple also comes handy during the holiday season sales, when it is important to have each campaign ACTIVE throughout the day, unless it’s a plan to put some campaigns on hold temporarily. Around the same time, it is a best practice to keep your multiples high enough; like 4 or maybe, 5 so that significant spikes of traffic can also be accommodated.
Points to remember:
Multiple is a mechanism which activates in the times of expectedly unexpected amount of traffic.
It never initiates budget changes on its own. Instead, it is a reference for Ad Cloud to understand the magnitude of budget changes.
Adobe Advertising Cloud Search will never over-spend with this feature Enabled, unless there’s a need to do so – in line with overall objective of the portfolio.
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