{"id":22733,"date":"2020-03-05T09:03:35","date_gmt":"2020-03-05T09:03:35","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=22733"},"modified":"2023-11-23T16:50:15","modified_gmt":"2023-11-23T15:50:15","slug":"smart-bidding-workshop","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/smart-bidding-workshop\/","title":{"rendered":"What's new at Google? News from the Smart Bidding Workshop."},"content":{"rendered":"<p>On March 3 at the emblematic palace of the Duques de Pastrana in Madrid, more than 100 agency representatives and clients gathered at the new <em>workshop<\/em> organized by Google on <em>Smart Bidding<\/em>. It was probably the last event organized by the company for a season, as Google has cancelled its upcoming international events because of the <em>COVID-19<\/em> and has even banned its employees from traveling until further notice.<br \/>\nAs a novelty in this type of event, we separated the attendees into two groups in order to provide better quality training according to the profile of the website: attracting<em> lead<\/em>s o <em>e-commerce<\/em>. My colleague Cristina de la Pe\u00f1a was our representative in the recruitment group of <em>leads<\/em>while I went together with our friend Soledad from the web site <a href=\"https:\/\/www.cascoantiguo.com\/es\/\">Old Town<\/a>\u00a0As we expected, there were no major news or announcements. However, we did address interesting aspects for a successful implementation of Google's automatic bidding strategies.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/smart-bidding-workshop\/#Sala_1_lead_generation\" >Room 1: lead generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/smart-bidding-workshop\/#Sala_2_e-commerce\" >Room 2: e-commerce<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Here are the highlights of each of the sessions:<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Sala_1_lead_generation\"><\/span>Room 1: lead generation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>During the first part of the morning, the content of the lectures focused mainly on <strong>how to improve the quality of <em>lead<\/em> obtained<\/strong> through our campaigns. On the other hand, Google is constantly working on improving its algorithm that allows to detect more effectively the intentionality of the users, all in order to obtain the following results <strong>more<\/strong> number of <em>leads<\/em> and of <strong>more<\/strong> quality.<br \/>\nThey could not pass up the opportunity (and even less so in the case of <em>leads<\/em>) to emphasize the importance of the configuration of the <strong>conversions <em>offline, <\/em><\/strong>The missing leg of the system for Google's algorithms to work optimally. The key to this lies in the capture of the <strong>gclid<\/strong> and subsequent follow-up<em> offline<\/em> through the user's e-mail address or telephone number. <strong>The idea has great potential<\/strong> because it allows us to feed the system with information of the highest quality. But as we suspected (and our friends at Google later confirmed this to us), the technical and legal requirements are complex and require a lot of collaboration and willingness on the part of the client.<br \/>\nFinally a preview of the main developments for 2019 and 2020:<\/p>\n<ul>\n<li>Improvement in the quantity and quality of the signals that feed the algorithm.<\/li>\n<li>Improvements in the operation of the algorithms of <em>smart bidding<\/em> (In theory, for gradual changes of more than 3 days, it is no longer necessary to make any adjustments to these changes).<\/li>\n<li>More functions enabled at MCC level.<\/li>\n<li>Improvements in the bidding simulators.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Sala_2_e-commerce\"><\/span>Room 2: e-commerce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Google's event also left us with a lot of news on its part of <em>e-commerce<\/em>. Among the main topics addressed during the day, he highlighted an increasingly widespread structure in the Google Ads platform.\u00a0<\/span><span style=\"font-weight: 400;\"><strong>Hagakure<\/strong>This is how Google has coined the new formula to automate your campaigns in an efficient and simplified way. What exactly does this new structure consist of?<\/span><br \/>\n<span style=\"font-weight: 400;\"><\/span><br \/>\n<span style=\"font-weight: 400;\">Well, the main objective is to structure our marketing campaigns in order to <em>Search<\/em> to enhance the <strong>Smart Bidding<\/strong>. As the platform increases in functionality, our campaigns gain in complexity, so management can become very tedious. To solve this problem, the Google Algorithm is constantly evolving and is now capable of analyzing millions of data in seconds.\u00a0<\/span><br \/>\n<span style=\"font-weight: 400;\">But what does Google's algorithm need to be efficient? From this question arises the new Google Ads structure; Hagakure simplifies the campaign structure to group data and give more freedom to Google's algorithm.\u00a0<\/span><br \/>\n<span style=\"font-weight: 400;\">When is it recommended to change the campaign structure to Hagakure? When we are bidding for the same category, brand or product in several campaigns and they only differ by one of the following criteria:<\/span><\/p>\n<ul>\n<li><strong>Keyword matching:<\/strong><span style=\"font-weight: 400;\"> when our campaigns only differ in the type of match but we bid on the same keyword.<\/span><\/li>\n<li><strong>Devices<\/strong><span style=\"font-weight: 400;\">if we have two campaigns bidding for the same brand and separated by PC and Mobile.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Hearings<\/strong>:<\/span><span style=\"font-weight: 400;\"> if we have several campaigns in the same category targeting different types of audiences (affinity, intent, remarketing...)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thus,<\/span> <span style=\"font-weight: 400;\">Hagakura tries to avoid a hyper-segmented structure that prevents the algorithm from working.<\/span><b> and proposes to include several groups of ads in the same campaign.<\/b><span style=\"font-weight: 400;\"> attacking different categories and<\/span><b> include a group of dynamic ads <\/b><span style=\"font-weight: 400;\">(DSA) to attack those categories whose low traffic prevents the implementation of automatic strategies. In this case, we will have to work with refusals to prevent the different groups from competing with each other.<\/span><br \/>\n<span style=\"font-weight: 400;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-22753 aligncenter\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/hagakure-2-1024x480-1.png\" alt=\"\" width=\"721\" height=\"338\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/hagakure-2-1024x480-1.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/hagakure-2-1024x480-1-300x141.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/hagakure-2-1024x480-1-768x360.png 768w\" sizes=\"(max-width: 721px) 100vw, 721px\" \/><\/span><br \/>\n<span style=\"font-weight: 400;\">However, not all campaigns are suitable for this strategy, as it requires a minimum volume of impressions per ad group (<strong>about 3k impressions per week<\/strong>) to be able to use automatic bidding efficiently. Therefore, it is recommended not to limit the budget to provide information to the campaigns and to use broad and modified broad match to collect as much variety of user terms as possible.<\/span><br \/>\nSo much for the latest news in the world of Adwords from our friends at Google. We do not want to say goodbye without congratulating the Catering Vilaplana team for their great organization and quality of the catering service, so it's nice to work even if it's an intense day ;)!<\/p>","protected":false},"excerpt":{"rendered":"<p>On March 3rd at the emblematic palace of the Duques de Pastrana in Madrid, more than 100 representatives of agencies and clients gathered at the new workshop organized by Google on Smart Bidding. It was probably the last event organized by the company in a season since Google has cancelled its upcoming international events due to COVID-19 and has even banned its employees from traveling until further notice.\nAs a novelty in this type of events, we were separated into two groups to give a better quality training according to the profile of the web: lead generation or e-commerce. My colleague Cristina de la Pe\u00f1a was our representative in the lead generation group, while I went with our friend Soledad from the Casco Antiguo website to room 2. As we expected, there were no big news or announcements. However, we did address interesting aspects for a successful implementation of Google's automatic bidding strategies.\n\nHere are the most interesting aspects of each of the sessions:\nRoom 1: lead generation\nDuring the first part of the morning, the content of the presentations focused mainly on how to improve the quality of the leads obtained through our campaigns. For its part, Google is constantly working on improving its algorithm to detect more effectively the intentionality of users, all in order to obtain more and higher quality leads.\nThey could not miss the opportunity (especially when it comes to leads) to emphasize the importance of configuring offline conversions, which is undoubtedly the missing link in the system for Google's algorithms to work optimally. The key to this lies in the capture of the gclid and its subsequent offline tracking through the user's email or phone. The idea has great potential as it allows the system to be fed with high-quality information. But as we suspected (and our friends at Google later confirmed it to us), the technical and legal requirements are complex and require a lot of collaboration and willingness on the part of the client.\nFinally, a preview of the main developments in 2019 and 2020:\n\n \tImproved quantity and quality of signals feeding the algorithm.\n \tImprovements in the operation of smart bidding algorithms in order to cope with seasonal changes (in theory in gradual changes of more than 3 days, it is no longer necessary to make any adjustments to them).\n \tMore functions enabled at MCC level.\n \tImprovements in the bidding simulators.\n\nRoom 2: e-commerce\nGoogle's event also left us with a lot of news on the e-commerce side. Among the main topics addressed during the day, an increasingly widespread structure in the Google Ads platform stood out. Hagakure, this is how Google has coined the new formula to automate your campaigns in an efficient and simplified way. What exactly does this new structure consist of?\n\nWell, the main objective is to structure our Search campaigns to enhance Smart Bidding. As the platform increases in functionality, our campaigns gain in complexity, so management can become very tedious. To solve this problem, Google's algorithm is constantly evolving and is now capable of analyzing millions of data in seconds.\nBut what does Google's algorithm need to be efficient? From this question arises the new Google Ads structure; Hagakure simplifies the campaign structure to group data and give more freedom to Google's algorithm.\nWhen is it recommended to change the campaign structure to Hagakure? When we are bidding for the same category, brand or product in several campaigns and they only differ by one of the following criteria:\n\n \tKeyword Match: when our campaigns only differ by the type of match but we bid on the same keyword.\n \tDevices: if we have two campaigns bidding for the same brand and separated by PC and Mobile.\n \tAudiences: if we have several campaigns in the same category targeting different types of audiences (affinity, intent, remarketing...).\n\nIn this way, Hagakura tries to avoid a hyper-segmented structure that prevents the algorithm from working and proposes to include in the same campaign several ad groups targeting different categories and to include a dynamic ad group (DSA) to target those categories whose low traffic prevents the implementation of automatic strategies. In this case, we will have to work with refusals to prevent the different groups from competing with each other.\n\nHowever, not all campaigns are susceptible to use this strategy, since it requires a minimum volume of impressions per ad group (around 3k weekly impressions) to be able to use automatic bidding efficiently. Therefore, it is recommended not to limit the budget to provide information to the campaigns and to use broad and modified broad match to collect as much variety of user terms as possible.\nSo much for the latest news in the Adwords world from our friends at Google. We don't want to say goodbye without congratulating the Catering Vilaplana team for their great organization and quality of the catering service, so it's nice to work even if it's an intense day ;)!<\/p>","protected":false},"author":42,"featured_media":22755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[22],"tags":[],"class_list":["post-22733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22733","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=22733"}],"version-history":[{"count":0,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22733\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/22755"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=22733"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=22733"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=22733"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}