To understand the performance of a Search Ads 360 bid strategy, add analysis columns to the bid strategy reporting tables:
-
Navigate to an advertiser.
Steps for navigating to an advertiser-
Click the navigation bar to display navigation options.
-
In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.
-
In the "Advertiser" list, click on the advertiser.
-
Click Apply or press the Enter key.
Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.
-
-
In the left navigation panel, click Bid strategies.
-
Select a date range that begins on or after the day that you applied the bid strategy to campaigns, ad groups, or biddable items.
-
Add any of the columns described below.
-
To focus on the performance of specific biddable items, click the name of a bid strategy in the Bid strategies column, then click the Keywords or Product groups tab.
Reporting columns for analyzing bid strategy performance
Bid strategy column | Description |
---|---|
% at max bid % at min bid |
The percentage of spend within the selected date range when biddable items reached their effective maximum bid or minimum bid (either the maximum and minimum bid for the bid strategy or, for those biddable items that set their own max and min bids, the settings you have specified for individual biddable items). For example, in a seven-day time period, 100 keywords out of 1000 reached their maximum bids totaling $100. The total spend for all 1000 keywords is $1000. The % at max bid for the seven days would be 10%. You may want to take action if the percentage is high, as you might not achieve your goals within the specified bid range. For example, if biddable items reached the max bid a high percentage of days, you may want to raise the effective max bids. These columns can be added to the bid strategies report (Bid strategies tab) and the keywords report (Keywords tab) for a specific bid strategy, campaign, or ad group.
|
Optimal cost |
The ideal amount to spend on conversions, based on the settings for a Conversions, Revenue, or Advanced Targeting bid strategy. For example:
Optimal cost is calculated each day based on the day's metrics. For example, if you change your target today, Search Ads 360 doesn't update the optimal cost from last week. Optimal cost always reflects the status of your settings on a given day. Search Ads 360 displays an optimal cost of 0 for bid strategies with Position goals because there is no associated CPA or ERS.
|
% of optimal cost |
The proportion of actual cost to optimal cost in a Conversions, Revenue, or Advanced Targeting bid strategy, expressed as a percent. This is calculated as Bid strategy is on targetA value of 100% indicates that your actual cost was exactly on target with your bid strategy. Bid strategy spend is less than optimalA value less than 100% indicates that the bid strategy spent less than the optimal cost during the time range of the report. There are many reasons that % of optimal cost could be less than 100%. For example:
Bid strategy spend is more than optimalA value greater than 100% indicates that the bid strategy spent more than the optimal cost during the time range of the report. Bid strategies attempt to make the overall CPA, ERS, or ROAS meet your goal. It's possible that during a short period of time, the actual cost is higher than your goal. When this occurs, the bid strategy will automatically adjust bids down to bring overall cost closer to your goal. |
% cost err at max bid % cost err at min bid |
The percentage of cost error in a Conversions, Revenue, or Advanced Targeting bid strategy that can be attributed to bid limits. Cost error is the difference between optimal cost (the amount you should have spent) and actual cost (the amount that was spent). It is calculated as optimal cost - actual cost. Many factors can prevent a bid strategy from spending the optimal amount, such as:
To lower these percentages, you may want to adjust your max bid or min bid. For example:
|
The difference between the actual position in which your search ads appear and the bid strategy's target position.
To calculate the difference from target position, Search Ads 360 uses the bid strategy's target position to derive the average position error, and then weights the position error by impressions. The information in the remainder of this section explains bid strategy target positions and position errors, and calculates the difference from target position in examples. Target position for keywordsIn a bid strategy with a Position goal, the target position comes from the position specified in the bid strategy. In other types of bid strategies in which you optionally specify a position constraint, the bid strategy attains the target position based on the bid strategy's minimum bid and maximum bid settings and keyword performance. If you explicitly set a position constraint, the ideal target may be beyond the bounds of the constraint; the bid strategy will always bid to keep the position within the constraint and ignore the ideal target. Position errorThe position error is calculated differently depending on whether a lowest position constraint is set. If a lowest position constraint is specified for a keyword, the position error is the difference between the actual average position and the position range (target position to lowest position, which is the ideal range of positions). Note that if a keyword's position is within the position range, the position error is 0. If a lowest position constraint isn't specified for a keyword, the position error is the difference between the actual average position and the bid strategy's position target. Example with a lowest position constraint:
Example without a lowest position constraint:
Many factors can contribute to create a position error, such as:
Difference from target positionTo calculate the difference from target position, Search Ads 360 takes the average position error and weights it by impressions. For example, consider a bid strategy with a target position range of 1.0 and a lowest position constraint of 4.0 for one keyword. The bid strategy runs for two days. If the keyword receives 1,000 impressions with an average position of 2.0 on the first day, and 500 impressions with an average position of 5.5 on the second day, the average position for the bid strategy is:
3.83 is within the target position range, so you might think the error is 0. However, in reality one-third of the impressions were not in the position range. The Diff from target pos column adds up keyword-level position error values, weighted by the keyword's impressions:
In the calculation above, the error value for the first day is 0 because the position of 2.0 is within the target range of 1.0 - 4.0. To calculate the error value for the second day, Search Ads 360 takes the difference from the second day position (5.5) to the lower end of the target range (4.0), and the result is 1.5. Search Ads 360 then weights the result by the number of impressions (500) and divides the whole term by all impressions (1,500). |
|
% pos err at max bid % pos err at min bid |
The percentage of position error that can be attributed to biddable items being constrained by a position target that you set in a Position bid strategy or a position constraint you set in other types of bid strategies. For example:
To lower these percentages:
Within these percentages, there may occasionally be factors outside bid constraints that caused the errors.
|