How To

Automated Bidding Reporting and Bid Analysis

ChannelAdvisor's powerful and flexible automated bidding system can help you control costs and increase revenue through the use of bid rules and portfolio bidding. However, it's still very important to stay on top of the performance of your rules and portfolios to make sure they are maximizing revenue across products. Regular, dedicated analysis of automated bidding activity and history tables will keep you in touch with how your rules are performing – and making adjustments to the rules will help your performance continue to increase over time.


Prerequisites



Video


Automated Bid Manager Reporting and Analysis – This video is for customers who want to use the ChannelAdvisor platform to manage their paid search campaigns, and in particular, want to automate most of their bidding through the use of bid rules. This video showcases the reports that should be used to analyze how well bid rules are performing, and where in ChannelAdvisor bid rules can be edited to adjust their profitability settings and traffic goals. View Transcript

Please note: The "ABM Activity" report in the video has been renamed to Activity Summary , "ABM Bids" has been renamed to Change History , and the Bidding page is now the Automated Bidding Strategies table.


Tasks to Complete


There are three options available for you to when monitoring automated bidding efforts:


Review a summary of your bid rules – Activity Summary

The Activity Summary table will summarize the changes your bid rules made, and show how many keywords were bid up and down, providing a quick way to understand the impact of bid rules on a campaign. You may find that more bids are bid up or down, and change your bid rule settings to be more or less aggressive in either direction as a result.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Activity Summary tab at the top of the page.
  3. Define what you would like to see in the summary. Click Filter , and define the options there:
    1. Start Date and End Date
    2. Filter Results by Channel and/or Provider
    3. In the last drop-down menu of the Filter Results section, you can specify a value you're looking for in any column of the table.
    4. Click Go.
  4. When your results appear in the table, you can review the following summarized counts for your bidding activity:
    • ABM Bid Up – Keywords your bid rules have bid up according to your bid rule settings
    • ABM Bid Down – Keywords your bid rules have bid down according to your bid rule settings
    • ABM Killed Pending Review - Keywords here have hit the bid floor you set up, and you need to review them to determine whether you want to pause, delete, or bid them up. Click on the value to review the individual keywords in Kill Review status, and go from there to take necessary actions on the keywords.
    • ABM Killed – Keywords that have been killed due to poor performance
    • Power Bid Up, Down and Killed – Keywords for which you have manually adjusted bids with the Power Bidder. (Learn more about Power Bidder .)
    • Reset CSE Bid – Review any bids that were reset with comparison shopping engines.
    • Errors – Review any bid rule errors here.
  5. You may alternatively view this data in an Excel or Tab-Delimited file: click Export and choose the type of file you want.
  6. Click on any of the counts to view more details (which will take you to the Bidding Changes History table).

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Review details of each bidding action – Change History

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Change History tab at the top of the page.
    • Alternatively, you may have accessed this page by clicking on one of the counts in the Bidding Activity Summary table, in which case, filters will already be applied that correspond to the summary activity.)
  3. Define what you would like to see in the history. Click Filter , and define the options there:
    1. Start Date and End Date
    2. Filter Results by Channel and/or Provider and/or Bid Action .
    3. In the last drop-down menu of the Filter Results section, you can specify a value you're looking for in any column of the table.
    4. Click Go.
  4. When your results appear in the table, you can review the following details about your bidding history:
    • Bid Date – The date of the activity
    • Tracking ID – The unique Tracking ID for the product this search term is associated with
    • Search Provider – The search provider where this bidding change took place
    • Old Bid
    • New Bid
    • Status – The status of this change; If the status is Processed , the change is in effect and no longer pending.
    • Search Term – Click on any term to view its Keyword Summary .
    • Ad Group – The Ad Group the search term is associated with
  5. You may alternatively view this data in an Excel or Tab-Delimited file: Click Export and choose the type of file you want.
  6. Review these changes to determine if you need to make any adjustments to your bid rules, for example, if too many keywords are being bid up or down. Adjustments can be made from the Automated Bidding Strategies table.

Back to top


Review details of each bidding action – Bidding Activity Detail

This provides more robust bid data and change history and is available for Automated Bid Rules, Actionable Reporting and Power Bid changes.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Activity Details tab at the top of the page. We have segmented the bid data into 4 groups or tabs:
    • ABM Bid Changes
    • Actionable Reporting Bid Changes
    • PowerBidder Bid Changes
    • All Bid Changes
  3. Customize what you would like to see in this section. Click Columns , and make your column selections, the options are:
    • ABM Revenue – The revenue amount used during ABM in determining the optimal bid
    • ABM Rule Type – The type of measurement the rule is set up against: ROAS, ERS, TRS or CPO
    • ABM Rule Goal Bid Measurement Target value of the rule (ERS/ROAS/CPO/TRS)
    • AdGroup Name
    • Bid Change State
      1. Duplicate – When the same tracking id gets queued more than once in the same batch of bid changes. If this happens, the first one gets processed and the other(s) get marked as duplicate.
      2. Error – Any kind of error processing the bid, such as an error from Bing/Google about authentication.
      3. Invalid – Not a valid tracking id, or the tracking id is for a deleted/inactive item
      4. Processed – Bid Change is in progress
      5. Queued – Bid Change is Queued to be Processed
      6. Review – The bid should be killed, but the rule is set to not kill but leave in review state
    • Bid Change Type – Type of Bidding Strategy selected when creating a rule, or manual bid changes
      1. Optimize – An ABM bid up or bid down change
      2. Kill – An ABM bid change to 0
      3. PowerBid PowerBids and Manual bid changes in Actionable Reporting , and Bid to Zero
      4. Skip – only applicable to skipped ABM changes, see Limiting Factor for more explanation
    • Campaign Name
    • Change Date GMT – custom date ranges available
    • Changed By – The username who initiated a bid change
    • Clicks – For ABM Rules only, The number of clicks the tracked item had which triggered an ABM bid change
    • Conversions – For ABM Rules only, The number of conversions the tracked item had which triggered an ABM bid change
    • Hits – For ABM Rules only, The number of hits the tracked item had which triggered an ABM bid change
    • Limiting Factor – For ABM Rules only, the reason why a particular bid could not be processed or changed to the Optimal Bid
      1. Limited by Bid Ceiling
      2. Limited by Bid Floor
      3. Limited by Daily Increase Limit
      4. Limited by Daily Decrease Limit
      5. Bid Already Optimal
      6. Already Zero Bid
      7. Limited by Kill Disabled
      8. Limited by Optimize Disabled
      9. Limited by Top Rank
      10. Limited by Provider Minimum Bid
    • New Bid
    • Old Bid
    • Optimal Bid – Available for ABM Rules only, the Optimal Bid is our calculated bid recommendation determined by:
      1. ERS – Bid = (GOAL * Revenue)/Clicks or
      2. ROAS – Bid = Revenue / (Clicks * GOAL)
    • Provider
    • Rule Name – The Rule Name responsible for triggering a bid change
    • Source Process – In All Bid Changes tab only: Source Process allows the ability to filter by ABM , Actionable Reporting , or Power Bid changes
    • Tracking ID – The Tracking ID of the biddable criterion
    • Tracking Type SKU , Product Group , Keyword
    • Tracked Item Description – The value of the SKU , Product Group , or Keyword

Review these changes to determine if you need to make any adjustments to your bid rules, for example, if too many product groups are being bid up or down, or the Optimal Bids cannot be executed on due to a Limiting Bid Ceiling as a Limiting Factor . Adjustments can be made from the rule directly in this view by clicking on the Rule Name .


Edit your bid rules – Automated Bidding Strategies

If you decide you’d like to make some changes to your bid rules after reviewing their performance, you can edit them by going to the Automated Bidding Strategies table. Here, you can see the bid rules (and portfolios) that you have already created, and have access to make edits to their settings.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Strategies tab at the top of the page.
  3. When your results appear in the table, you can use the following details to find the bid rule (or portfolio) you would like to edit:
    • Name – The name you gave your bid rule or portfolio when it was created
    • Provider – The search provider where this rule is associated
    • Strategy – The bidding strategy selected for the rule
    • Bid Status – Whether or not the rule is active
    • Date Created
    • Last Updated
  4. You may alternatively view this data in an Excel or Tab-Delimited file: click Export and choose the type of file you want.
  5. When you find the rule or portfolio you would like to adjust, click the pencil icon to the left of the entry in the table. This opens the Edit Rule page, where you can make adjustments to the settings for the rule. Please view the Managing Bids page for more information about the options here.
  6. Delete a rule and stop it from changing bids for your keywords by clicking the red delete icon to the left of the entry in the table. Use caution, as this option will delete the rule completely.

Back to top

ChannelAdvisor's powerful and flexible automated bidding system can help you control costs and increase revenue through the use of bid rules and portfolio bidding. However, it's still very important to stay on top of the performance of your rules and portfolios to make sure they are maximizing revenue across products. Regular, dedicated analysis of automated bidding activity and history tables will keep you in touch with how your rules are performing – and making adjustments to the rules will help your performance continue to increase over time.


Prerequisites



Video


Automated Bid Manager Reporting and Analysis – This video is for customers who want to use the ChannelAdvisor platform to manage their paid search campaigns, and in particular, want to automate most of their bidding through the use of bid rules. This video showcases the reports that should be used to analyze how well bid rules are performing, and where in ChannelAdvisor bid rules can be edited to adjust their profitability settings and traffic goals. View Transcript

Please note: The "ABM Activity" report in the video has been renamed to Activity Summary , "ABM Bids" has been renamed to Change History , and the Bidding page is now the Automated Bidding Strategies table.


Tasks to Complete


There are three options available for you to when monitoring automated bidding efforts:


Review a summary of your bid rules – Activity Summary

The Activity Summary table will summarize the changes your bid rules made, and show how many keywords were bid up and down, providing a quick way to understand the impact of bid rules on a campaign. You may find that more bids are bid up or down, and change your bid rule settings to be more or less aggressive in either direction as a result.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Activity Summary tab at the top of the page.
  3. Define what you would like to see in the summary. Click Filter , and define the options there:
    1. Start Date and End Date
    2. Filter Results by Channel and/or Provider
    3. In the last drop-down menu of the Filter Results section, you can specify a value you're looking for in any column of the table.
    4. Click Go.
  4. When your results appear in the table, you can review the following summarized counts for your bidding activity:
    • ABM Bid Up – Keywords your bid rules have bid up according to your bid rule settings
    • ABM Bid Down – Keywords your bid rules have bid down according to your bid rule settings
    • ABM Killed Pending Review - Keywords here have hit the bid floor you set up, and you need to review them to determine whether you want to pause, delete, or bid them up. Click on the value to review the individual keywords in Kill Review status, and go from there to take necessary actions on the keywords.
    • ABM Killed – Keywords that have been killed due to poor performance
    • Power Bid Up, Down and Killed – Keywords for which you have manually adjusted bids with the Power Bidder. (Learn more about Power Bidder .)
    • Reset CSE Bid – Review any bids that were reset with comparison shopping engines.
    • Errors – Review any bid rule errors here.
  5. You may alternatively view this data in an Excel or Tab-Delimited file: click Export and choose the type of file you want.
  6. Click on any of the counts to view more details (which will take you to the Bidding Changes History table).

Back to top


Review details of each bidding action – Change History

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Change History tab at the top of the page.
    • Alternatively, you may have accessed this page by clicking on one of the counts in the Bidding Activity Summary table, in which case, filters will already be applied that correspond to the summary activity.)
  3. Define what you would like to see in the history. Click Filter , and define the options there:
    1. Start Date and End Date
    2. Filter Results by Channel and/or Provider and/or Bid Action .
    3. In the last drop-down menu of the Filter Results section, you can specify a value you're looking for in any column of the table.
    4. Click Go.
  4. When your results appear in the table, you can review the following details about your bidding history:
    • Bid Date – The date of the activity
    • Tracking ID – The unique Tracking ID for the product this search term is associated with
    • Search Provider – The search provider where this bidding change took place
    • Old Bid
    • New Bid
    • Status – The status of this change; If the status is Processed , the change is in effect and no longer pending.
    • Search Term – Click on any term to view its Keyword Summary .
    • Ad Group – The Ad Group the search term is associated with
  5. You may alternatively view this data in an Excel or Tab-Delimited file: Click Export and choose the type of file you want.
  6. Review these changes to determine if you need to make any adjustments to your bid rules, for example, if too many keywords are being bid up or down. Adjustments can be made from the Automated Bidding Strategies table.

Back to top


Review details of each bidding action – Bidding Activity Detail

This provides more robust bid data and change history and is available for Automated Bid Rules, Actionable Reporting and Power Bid changes.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Activity Details tab at the top of the page. We have segmented the bid data into 4 groups or tabs:
    • ABM Bid Changes
    • Actionable Reporting Bid Changes
    • PowerBidder Bid Changes
    • All Bid Changes
  3. Customize what you would like to see in this section. Click Columns , and make your column selections, the options are:
    • ABM Revenue – The revenue amount used during ABM in determining the optimal bid
    • ABM Rule Type – The type of measurement the rule is set up against: ROAS, ERS, TRS or CPO
    • ABM Rule Goal Bid Measurement Target value of the rule (ERS/ROAS/CPO/TRS)
    • AdGroup Name
    • Bid Change State
      1. Duplicate – When the same tracking id gets queued more than once in the same batch of bid changes. If this happens, the first one gets processed and the other(s) get marked as duplicate.
      2. Error – Any kind of error processing the bid, such as an error from Bing/Google about authentication.
      3. Invalid – Not a valid tracking id, or the tracking id is for a deleted/inactive item
      4. Processed – Bid Change is in progress
      5. Queued – Bid Change is Queued to be Processed
      6. Review – The bid should be killed, but the rule is set to not kill but leave in review state
    • Bid Change Type – Type of Bidding Strategy selected when creating a rule, or manual bid changes
      1. Optimize – An ABM bid up or bid down change
      2. Kill – An ABM bid change to 0
      3. PowerBid PowerBids and Manual bid changes in Actionable Reporting , and Bid to Zero
      4. Skip – only applicable to skipped ABM changes, see Limiting Factor for more explanation
    • Campaign Name
    • Change Date GMT – custom date ranges available
    • Changed By – The username who initiated a bid change
    • Clicks – For ABM Rules only, The number of clicks the tracked item had which triggered an ABM bid change
    • Conversions – For ABM Rules only, The number of conversions the tracked item had which triggered an ABM bid change
    • Hits – For ABM Rules only, The number of hits the tracked item had which triggered an ABM bid change
    • Limiting Factor – For ABM Rules only, the reason why a particular bid could not be processed or changed to the Optimal Bid
      1. Limited by Bid Ceiling
      2. Limited by Bid Floor
      3. Limited by Daily Increase Limit
      4. Limited by Daily Decrease Limit
      5. Bid Already Optimal
      6. Already Zero Bid
      7. Limited by Kill Disabled
      8. Limited by Optimize Disabled
      9. Limited by Top Rank
      10. Limited by Provider Minimum Bid
    • New Bid
    • Old Bid
    • Optimal Bid – Available for ABM Rules only, the Optimal Bid is our calculated bid recommendation determined by:
      1. ERS – Bid = (GOAL * Revenue)/Clicks or
      2. ROAS – Bid = Revenue / (Clicks * GOAL)
    • Provider
    • Rule Name – The Rule Name responsible for triggering a bid change
    • Source Process – In All Bid Changes tab only: Source Process allows the ability to filter by ABM , Actionable Reporting , or Power Bid changes
    • Tracking ID – The Tracking ID of the biddable criterion
    • Tracking Type SKU , Product Group , Keyword
    • Tracked Item Description – The value of the SKU , Product Group , or Keyword

Review these changes to determine if you need to make any adjustments to your bid rules, for example, if too many product groups are being bid up or down, or the Optimal Bids cannot be executed on due to a Limiting Bid Ceiling as a Limiting Factor . Adjustments can be made from the rule directly in this view by clicking on the Rule Name .


Edit your bid rules – Automated Bidding Strategies

If you decide you’d like to make some changes to your bid rules after reviewing their performance, you can edit them by going to the Automated Bidding Strategies table. Here, you can see the bid rules (and portfolios) that you have already created, and have access to make edits to their settings.

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Automated Bidding.
  2. Click the Bidding Strategies tab at the top of the page.
  3. When your results appear in the table, you can use the following details to find the bid rule (or portfolio) you would like to edit:
    • Name – The name you gave your bid rule or portfolio when it was created
    • Provider – The search provider where this rule is associated
    • Strategy – The bidding strategy selected for the rule
    • Bid Status – Whether or not the rule is active
    • Date Created
    • Last Updated
  4. You may alternatively view this data in an Excel or Tab-Delimited file: click Export and choose the type of file you want.
  5. When you find the rule or portfolio you would like to adjust, click the pencil icon to the left of the entry in the table. This opens the Edit Rule page, where you can make adjustments to the settings for the rule. Please view the Managing Bids page for more information about the options here.
  6. Delete a rule and stop it from changing bids for your keywords by clicking the red delete icon to the left of the entry in the table. Use caution, as this option will delete the rule completely.

Back to top

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