Automated bidding in Display & Video 360 helps advertisers improve performance by adjusting bids in real time to achieve the results they care about. Using Google’s advanced machine learning, it evaluates and tailors your bids for every auction to help predict the likelihood of a conversion.
Today we’re introducing improvements to the automated bidding solutions in Display & Video 360. First, we’re introducing a new interface where you can set Custom Bidding multipliers without writing any code. Second, we’re adding support for pay for viewable impressions to outcome based buying. Lastly, we’re introducing a new report to give you more insights into how automated bidding places bids to hit your goals.
Simplified setup for Custom Bidding
Custom Bidding is an automated bidding strategy that allows you to assign values to different events, such as a conversion or a purchase. Marketers told us that Custom Bidding delivers great results because it helps tailor their bidding to their unique goals, but we also learned that they can’t always use it because they might lack the technical resources to build the required scripts. In addition to uploading a custom script, you now have the option to select Floodlight activities and assign them the value you want in an easy-to-use interface. For example, you can assign a higher value to high-value purchases, so that your ads are tuned to specifically increase revenue instead of driving more transactions. In the future, you will also be able to use Analytics 360 goals in the same way.
