In the world of search marketing, we are all very familiar with Google’s Smart Bidding. It combines machine learning and contextual signals to optimize bids at the auction level, and incorporates billions of data signals to calculate the likelihood of a conversion, based on the performance targets that have been set.
There are also a number of reasons why Smart Bidding works well for a business--it analyzes search queries rather than keywords, it leverages auction-time signals that are available exclusively via Google (browser, language settings, operation system, app, actual query, ad creative), and it incorporates a user’s historical behavior, like click and conversion rates, to determine bids.
This often prompts the question…”Well then why should we use Marin (or frankly any other bidding algorithm) when Google already has such a mature bidding solution in place?”
Well, here are a few limitations you should consider before putting all your eggs in the Smart Bidding basket:
- Google Only. Are you only advertising on Google? Didn’t think so. Don’t you want a bidding solution that works across multiple publishers and channels?
- Doesn’t leverage External Signals. There are a lot of unique factors that impact your performance as a business that are outside the auction--think ratings, social media buzz, and new product launches. Shouldn’t the machine learning that is calculating your bids know about these things?
- Struggles with advanced metrics and longer sales cycles. Are you optimizing to all downstream events or merely focused on “leads”?
- Lacks budget pacing or “what-if” forecasting. Creating accurate forecasts empowers you to evaluate new optimization opportunities before testing them out in the real world, reducing wasted ad spend.
- Limited control and transparency. Without access to the complete bid history of any keyword or any individual auction, there’s no way for an advertiser to unpack the selection criteria, optimization signals or decisioning systems for their campaigns.
See in detail how Marin differentiates from Smart Bidding below:
Marin’s proprietary bidding algorithms stay agile and reactive to market changes, and are more flexible to meet the needs of your business. We ensure optimal allocation of your advertising dollars, and are entirely transparent in how we calculate our bids. Not to mention our solution optimizes for the advertiser, not the publisher, and works across many different channels.
Want to learn more about our premium bid management solutions? Schedule a demo with one of our dedicated account representatives today!
