How To

Using the Google Shopping Automated Bid Manager

Bid Rules allow you to set up rules that will automatically adjust CPC bids for products based on profitability and traffic goals that you set. Bid Rules are set up and then used by the Automated Bid Manager process, or ABM.

Click below to download the one pager:

 

Prerequisites


The following steps should be completed prior to beginning this task:

 

Tasks to Complete


To create a rule, begin in ChannelAdvisor by navigating to Digital Marketing > Marketing Management > Automated Bidding, and follow the steps below:

  1. Select the Create Rule button.
  2. Complete each of the following sections:
    1. Set Bid Goal
    2. Set Bid Rule Details
    3. Set Bid Measurement
    4. Set Bid Price Range
    5. Set Bid Triggers
    6. If Goals Cannot Be Met
    7. Ad Groups
  3. Review your settings, and click Save.
  4. After you've created your rules it's imported to monitor the performance and activity of your ABM rules. The Automated Bidding Reporting and Bid Analysis page gives you detailed advice for this task.

 

Set Bid Goal

  1. For Provider, select Google Shopping.
  2. Give your rule a descriptive name.
  3. Select a Bidding Strategy: Choose from these 3 Bidding Strategies:
    1. Aggressive Growth: Select this strategy to increase bids aggressively to maximize revenue and the exposure of ads.
    2. Budget Optimizer: Select this strategy to decrease bids aggressively to meet strict ROI goals and account efficiencies.
    3. Custom Rule: Select this strategy to create your own bid strategy based on your unique goals with custom-defined rules.

 

Set Bid Rule Details

  1. Select the Product Rule Type, either Product Kill or Product Group, depending on whether you are creating a bid rule to weed out low-performing products, or a bid rule to optimize bids on your product groups.
    1. Select Product Kill to create a bid rule specifically to "kill" (delete from provider) products that are low-performing. ( Please note: You will need to also place the standard Filter Zero Bids rule on your template in order to remove these products from outgoing feeds.)
    2. Select Product Group to create a bid rule that will increase or decrease bids on your product groups based on performance.
  2. Select a Date Range from the menu. The bid rule will look at data over the date range you specify here, and analyze whether it meets the criteria you establish within the rule for profitability and traffic measures.
    1. Select either the past 15, 30, 60, 90, 120, or 180 days...
    2. Or choose a Custom Date Range:
      1. For the Start Date, enter the number of days prior to today that you would like to be the beginning of the date range that the bid rule uses for its evaluation.
      2. For the End Date, enter the number of days after the Start Date that the bid rule should consider in its evaluation.
      3. Example: Start Date of 23 and an End Date of 22 will create a date range that looks back at the past 22 days.
  3. Choose to ACTIVATE this rule when "Save" is selected by marking the checkbox. If you want to activate it later, leave the checkbox deselected.

 

Set Bid Measurement

The settings in this section define the type and goal of a bid rule you are creating, essentially the strategy you are taking in your product group bids.

  1. Choose the Measurement Type:
    1. Return On Ad Spend (ROAS): This reflects the profitability of each product sold. ROAS = Revenue divided by Marketing Cost.
    2. Effective Revenue Share (ERS): This reflects your margin goals or profitability. ERS = Marketing Cost divided by Revenue.
    3. Cost Per Order (CPO): This reflects the number of orders brought in by a product group, but ignores revenue. CPO = Total Cost divided by Total Orders.
    4. Total Revenue Share (TRS): This reflects the profitability of each product sold. TRS = (Marketing Cost plus Product Cost) divided by Revenue.
  2. Enter the Target for the Measurement Type you chose in step 1 above.
  3. For WEIGHT Assists by, choose the appropriate option from the dropdown to set how much credit you want to give to Assists when the bid rule evaluates a product group's performance. (Assists are the clicks that drove traffic that ultimately converted to a sale). You can ignore Assists if you don't often see many assists in your conversions, or go all the way to giving assists roughly 50% credit for sales if your conversions usually involve many assists. It is common to see more Assist credit given when high-ticket items are sold.

 

Set Bid Price Range

When thresholds are met and the rule is activated, the settings in this section will define how much the rule increases or decreases a product group's bid.

  1. Enter the Daily Bid INCREASE Limit, which is the percentage you are willing to increase the bid on a daily basis to stay competitive and still hit the goals you set in the Set Bid Measurement section. (A good starting point to enter here is 10%.)
  2. Enter the amount to Never bid ABOVE, or the bid ceiling. This is the most that a bid can possibly be set to in this rule. Once a product group reaches the ceiling, the bid stops increasing as long as the product group is still performing well relative to the goal you set. (A good starting point to enter here is ten times the product group's CPC, but if you have high-spend product groups, increase the ceiling so that the bid rule does not automatically drop bids for those product groups.)
  3. Enter the Daily Bid DECREASE Limit, which is the percentage you are willing to decrease the bid on a daily basis to save costs on low-performing product groups. (A good starting point to enter here is 10%.)
  4. Enter the amount to Never bid BELOW, or the bid floor. (A good starting point to enter here is 5 or 10 cents, so that the product group stays active, but doesn't receive too many clicks.)

 

Set Bid Triggers

Bid rules are applied on a product group basis, meaning that if a product group meets an activity threshold set by the triggers, the bid rule will take action. Use the settings in this step to define activity thresholds that will trigger the rule to be applied to a product group. The rule will be applied to a product group once any one of the following are met.

  1. For Clicks are at LEAST, enter the minimum number of clicks the product group should receive to trigger the rule. (A good starting point to enter here is the average clicks per order, or Total Clicks divided by Total Orders.)
  2. For Marketing Cost is at LEAST , enter the minimum marketing cost the product group should reach to trigger the rule. (A good starting point to enter here is the average cost per order, or Total Marketing Cost divided by Total Orders.)
  3. For Conversions are at LEAST , enter the minimum number of orders the product group should convert to trigger the rule. (A good starting point here is to enter the value of 1 .)

The baseline starting points suggested here help optimize the product groups that are performing for you. And give newer product groups a chance to perform to build history for the rule to use. If you want product groups to be reviewed more often, simply lower the triggers.

 

If Goals Cannot Be Met

If a product group hits the bid floor for this rule, and its performance is still poor, the settings in this section will determine what should be done with the product group. There are three options to choose from:

  1. Remain at the minimum bid in PENDING REVIEW status: This option is recommended, as it doesn’t automatically delete the product group, but flags it as Pending Review so that you can be aware of its low performance and take action. (You can monitor them in the Bidding Activity Summary report in ChannelAdvisor, under Digital Marketing > Marketing Management > Automated Bidding > Bidding Activity Summary .)
  2. Automatically END the advertisement: This option will "kill" or delete the ad from Google.
  3. Do nothing. Remain at the minimum bid in ACTIVE Status: This option will keep the bid at its minimum level, in an active status.

 

Ad Groups

Now, select the Ad Groups to which the Bid Rule should apply:

  1. You can either:
    1. Assign any Ad Group that is not assigned to another rule to create a blanket or umbrella rule for Google.
    2. Select specific Ad Groups you want to focus on with this bid rule. Use the filters to find the Ad Group you are looking for, check the box for the Ad Group .
  2. Review your settings and click Save and Exit. If you selected the Activate this rule upon saving option in the Bid Rule Details section, the rule is now active.

After the bid rules have been put to work, you may find that you want to make adjustments to how they perform. Active bid rules for Google Shopping can be monitored and edited in ChannelAdvisor by going to Digital Marketing > Marketing Management > Automated Bidding.

Return to the Google Shopping page on the SSC.

Bid Rules allow you to set up rules that will automatically adjust CPC bids for products based on profitability and traffic goals that you set. Bid Rules are set up and then used by the Automated Bid Manager process, or ABM.

Click below to download the one pager:

 

Prerequisites


The following steps should be completed prior to beginning this task:

 

Tasks to Complete


To create a rule, begin in ChannelAdvisor by navigating to Digital Marketing > Marketing Management > Automated Bidding, and follow the steps below:

  1. Select the Create Rule button.
  2. Complete each of the following sections:
    1. Set Bid Goal
    2. Set Bid Rule Details
    3. Set Bid Measurement
    4. Set Bid Price Range
    5. Set Bid Triggers
    6. If Goals Cannot Be Met
    7. Ad Groups
  3. Review your settings, and click Save.
  4. After you've created your rules it's imported to monitor the performance and activity of your ABM rules. The Automated Bidding Reporting and Bid Analysis page gives you detailed advice for this task.

 

Set Bid Goal

  1. For Provider, select Google Shopping.
  2. Give your rule a descriptive name.
  3. Select a Bidding Strategy: Choose from these 3 Bidding Strategies:
    1. Aggressive Growth: Select this strategy to increase bids aggressively to maximize revenue and the exposure of ads.
    2. Budget Optimizer: Select this strategy to decrease bids aggressively to meet strict ROI goals and account efficiencies.
    3. Custom Rule: Select this strategy to create your own bid strategy based on your unique goals with custom-defined rules.

 

Set Bid Rule Details

  1. Select the Product Rule Type, either Product Kill or Product Group, depending on whether you are creating a bid rule to weed out low-performing products, or a bid rule to optimize bids on your product groups.
    1. Select Product Kill to create a bid rule specifically to "kill" (delete from provider) products that are low-performing. ( Please note: You will need to also place the standard Filter Zero Bids rule on your template in order to remove these products from outgoing feeds.)
    2. Select Product Group to create a bid rule that will increase or decrease bids on your product groups based on performance.
  2. Select a Date Range from the menu. The bid rule will look at data over the date range you specify here, and analyze whether it meets the criteria you establish within the rule for profitability and traffic measures.
    1. Select either the past 15, 30, 60, 90, 120, or 180 days...
    2. Or choose a Custom Date Range:
      1. For the Start Date, enter the number of days prior to today that you would like to be the beginning of the date range that the bid rule uses for its evaluation.
      2. For the End Date, enter the number of days after the Start Date that the bid rule should consider in its evaluation.
      3. Example: Start Date of 23 and an End Date of 22 will create a date range that looks back at the past 22 days.
  3. Choose to ACTIVATE this rule when "Save" is selected by marking the checkbox. If you want to activate it later, leave the checkbox deselected.

 

Set Bid Measurement

The settings in this section define the type and goal of a bid rule you are creating, essentially the strategy you are taking in your product group bids.

  1. Choose the Measurement Type:
    1. Return On Ad Spend (ROAS): This reflects the profitability of each product sold. ROAS = Revenue divided by Marketing Cost.
    2. Effective Revenue Share (ERS): This reflects your margin goals or profitability. ERS = Marketing Cost divided by Revenue.
    3. Cost Per Order (CPO): This reflects the number of orders brought in by a product group, but ignores revenue. CPO = Total Cost divided by Total Orders.
    4. Total Revenue Share (TRS): This reflects the profitability of each product sold. TRS = (Marketing Cost plus Product Cost) divided by Revenue.
  2. Enter the Target for the Measurement Type you chose in step 1 above.
  3. For WEIGHT Assists by, choose the appropriate option from the dropdown to set how much credit you want to give to Assists when the bid rule evaluates a product group's performance. (Assists are the clicks that drove traffic that ultimately converted to a sale). You can ignore Assists if you don't often see many assists in your conversions, or go all the way to giving assists roughly 50% credit for sales if your conversions usually involve many assists. It is common to see more Assist credit given when high-ticket items are sold.

 

Set Bid Price Range

When thresholds are met and the rule is activated, the settings in this section will define how much the rule increases or decreases a product group's bid.

  1. Enter the Daily Bid INCREASE Limit, which is the percentage you are willing to increase the bid on a daily basis to stay competitive and still hit the goals you set in the Set Bid Measurement section. (A good starting point to enter here is 10%.)
  2. Enter the amount to Never bid ABOVE, or the bid ceiling. This is the most that a bid can possibly be set to in this rule. Once a product group reaches the ceiling, the bid stops increasing as long as the product group is still performing well relative to the goal you set. (A good starting point to enter here is ten times the product group's CPC, but if you have high-spend product groups, increase the ceiling so that the bid rule does not automatically drop bids for those product groups.)
  3. Enter the Daily Bid DECREASE Limit, which is the percentage you are willing to decrease the bid on a daily basis to save costs on low-performing product groups. (A good starting point to enter here is 10%.)
  4. Enter the amount to Never bid BELOW, or the bid floor. (A good starting point to enter here is 5 or 10 cents, so that the product group stays active, but doesn't receive too many clicks.)

 

Set Bid Triggers

Bid rules are applied on a product group basis, meaning that if a product group meets an activity threshold set by the triggers, the bid rule will take action. Use the settings in this step to define activity thresholds that will trigger the rule to be applied to a product group. The rule will be applied to a product group once any one of the following are met.

  1. For Clicks are at LEAST, enter the minimum number of clicks the product group should receive to trigger the rule. (A good starting point to enter here is the average clicks per order, or Total Clicks divided by Total Orders.)
  2. For Marketing Cost is at LEAST , enter the minimum marketing cost the product group should reach to trigger the rule. (A good starting point to enter here is the average cost per order, or Total Marketing Cost divided by Total Orders.)
  3. For Conversions are at LEAST , enter the minimum number of orders the product group should convert to trigger the rule. (A good starting point here is to enter the value of 1 .)

The baseline starting points suggested here help optimize the product groups that are performing for you. And give newer product groups a chance to perform to build history for the rule to use. If you want product groups to be reviewed more often, simply lower the triggers.

 

If Goals Cannot Be Met

If a product group hits the bid floor for this rule, and its performance is still poor, the settings in this section will determine what should be done with the product group. There are three options to choose from:

  1. Remain at the minimum bid in PENDING REVIEW status: This option is recommended, as it doesn’t automatically delete the product group, but flags it as Pending Review so that you can be aware of its low performance and take action. (You can monitor them in the Bidding Activity Summary report in ChannelAdvisor, under Digital Marketing > Marketing Management > Automated Bidding > Bidding Activity Summary .)
  2. Automatically END the advertisement: This option will "kill" or delete the ad from Google.
  3. Do nothing. Remain at the minimum bid in ACTIVE Status: This option will keep the bid at its minimum level, in an active status.

 

Ad Groups

Now, select the Ad Groups to which the Bid Rule should apply:

  1. You can either:
    1. Assign any Ad Group that is not assigned to another rule to create a blanket or umbrella rule for Google.
    2. Select specific Ad Groups you want to focus on with this bid rule. Use the filters to find the Ad Group you are looking for, check the box for the Ad Group .
  2. Review your settings and click Save and Exit. If you selected the Activate this rule upon saving option in the Bid Rule Details section, the rule is now active.

After the bid rules have been put to work, you may find that you want to make adjustments to how they perform. Active bid rules for Google Shopping can be monitored and edited in ChannelAdvisor by going to Digital Marketing > Marketing Management > Automated Bidding.

Return to the Google Shopping page on the SSC.

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