since ‎13-08-2014
‎10-12-2019
gbhat
Employee
Re: Decreasing Learning Budget
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
Learning budget helps us to explore the potential of bid units (keywords/ads) that do not have impressions, clicks. If a significant number of your bid units have clicks, then you can decrease your learning budget. The way to check that is by looking at Coverage (in Portfolio Settings).Another time you may want to decrease your learning budget: when you cannot increase the budget and see a decline in the Portfolio's performance. A large learning budget will divert a big chunk of the budget towar...

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Re: Budget strategy
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
The short answer to your question is that you can use either of the budget strategies (ROI or Daily) and not lose sight of your other objective. If you use the Daily budget, you can continue to monitor your ROI by running reports and/or looking at Simulations. The Simulations will recommend a budget based on your ROI.If you use the ROI strategy, you can set up a min and max daily budget within which you want to hit your ROI target. If it helps, the most popular budget strategy is the Daily budge...

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Re: Portfolio Overspend/underspend
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
The factors that lead to overspend/underspend can be categorized into two: controllable factors and external factors that cannot be easily controlled. Also, depending on the type of advertising, the reasons vary. Facebook can have some very different reasons for overspend compared to Search.For the sake of simplicity, this answer focuses Search.The attached decision tree will give a good idea of what should be analyzed in case of an overspend. This flow chart focuses on controllable factors whic...

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Re: Bidding on all keywords
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
That's a good question!Adobe Media Optimizer evaluates bids for all the keywords in an optimized Portfolio. If there is no change in the bid (i.e. it is the same bid that was set yesterday), then we do not need to change the bid for the keyword. The bid from yesterday can continue on the Search Engine. If you see bids executed for 358932 keywords, that means those keywords had a different bid than the bid that was set the day before. The bids are being evaluated for all keywords though.

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Re: Targeting competitors on Facebook
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
Facebook does not provide the functionality to directly target users who like a competitors page.

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Re: Final entity on which to place bids (Search)
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gbhat

Employee

gbhat
- Adobe Advertising Cloud
The final entity on which we place bids is called a Bid Unit. A Bid Unit (in Search) includes the keyword and match type. In addition to that, we have also included campaign level information. So the same keyword and match type combination, if they are in different campaigns, will get different bids. So in short, a Bid Unit = a combination of keyword + match type + campaign.

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