A bid strategy decides how your ad budget is spent.
Your ad spend is managed by your bid strategy, a self-learning algorithm that decides when and how much you spend in the real-time auction system of Google Ads and Search Ads 360.
The most effective bid strategies are self-learning, improving over time to maximise your return on investment. With, for example, website traffic, leads and product views your ads convert to.
For more background information on how this works, have a look at this support guide from Google.
Over time your bid strategy will focus on clicks with higher value and ignore clicks without data.
Your bid strategy only ‘sees’ what you measure in Google Analytics. If any user data was obscured by firewalls, adblockers or ITP, then those clicks will not have any value.
The consequence is that the self-learning bid strategy will divert your budget to clicks of users that they can measure, yielding results that you might not have wanted.
With TraceDock you will measure up to 25% more data. This will allow your bid strategy to self-learn based on all your data and increase your bid conversion rate. The data that will be revealed via TraceDock will include:
This will result in a higher conversion rate and a lowered ad spend per sale (CPS/CPL).
With this goal in mind, TraceDock is already enhancing the bid strategy this for the following companies: