{"id":114708,"date":"2017-07-12T18:26:00","date_gmt":"2017-07-12T23:26:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/bid-optimisation-future-machine-learning\/"},"modified":"2024-12-23T00:36:54","modified_gmt":"2024-12-23T05:36:54","slug":"bid-optimisation-future-machine-learning","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/bid-optimisation-future-machine-learning\/","title":{"rendered":"Bid Optimisation: The Future is here and it\u2019s in Machine Learning"},"content":{"rendered":"

A proficient bid optimisation strategy is key to the success of any Paid Media Campaign.<\/p>\n

The bids you place directly affect performance, deciding where your ads show, how visible they are, and ultimately the budgets allocated to each product or service.<\/p>\n

There are now many \u201cautomated\u201d tools and services on the market aimed at scaling this process, utilising data from multiple \u201csignals\u201d at a rate far greater than humanly possible.<\/p>\n

Intelligent automation is paramount to DAC UK, forming the \u201ccore\u201d of our Paid Media<\/a> mission statement.<\/p>\n

Our Mission Statement<\/strong><\/p>\n

Campaigns are managed with intelligent automation, diligent alerting systems & insightful machine learning techniques.<\/em><\/p>\n

Leaving analysts time focused on creative research & high- level testing.<\/em><\/p>\n

We have kept a close eye on the field\u2019s development, so, for your entertainment, here is DAC London\u2019s two cents.<\/p>\n

Back in 2014, Google realised \u201cSibyl\u201d, their first major system for large scale machine learning automated billing, left a lot to be desired.<\/p>\n

Teething problems, together with the inability to effectively manage lower volume search terms, lead many account managers to leave automated billing out of their bid optimisation strategies.<\/p>\n

Flash forward to 2017, and multiple search management platforms have realised their own bid optimisations processes, utilising an ever-growing list of \u201ccontextual signals\u201d.<\/p>\n

AdWords free option alone now includes over 10 contextual signals (Figure 1.1) optimising to 6 different KPIs (Figure 1.2).<\/p>\n

This has resulted in stark improvements in performance, with retail clients practicing AdWords Bid strategies seeing 10% KPI improvements from 2016 to 2017 alone.<\/p>\n

It no longer appears to be a question of if you should be using Bid Strategies, but which and how.<\/p>\n

Figure 1.1<\/p>\n

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