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Search also takes into account each list a user is on for a given campaign or ad group.Įxample: For an online clothing retailer, bids may be adjusted if a person has already browsed a product during a previous site visit, and whether they added it to a shopping cart last week, when they’re more likely to want to buy it soon, versus last month. Search and Display can also account for how recently a user was added to that list. Remarketing listĭescription: Google Ads can optimize Search, Display, and Hotel bids based on which remarketing list someone belongs to. Weekday & time of dayĭescription: Google Ads can optimize bids based on someone’s local time of day and day of week in their time zone.Įxample: For a restaurant, bids may be adjusted if someone searches at 8 PM on a Thursday when people are more likely to make a reservation for the weekend, compared to 8 AM on a Monday. “paris vacations august”), even if they’re not physically located near there. Location intentĭescription: Google Ads can optimize bids based on someone’s location intent in addition to their physical location.Įxample: For a travel provider, bids may be adjusted if someone is actively researching a vacation destination you offer (e.g. Physical locationĭescription: Google Ads can optimize bids based on the specific location (down to the city) someone is located in, even if the advertiser’s implemented location targeting isn’t as specific.Įxample: For a bank, even if the advertiser’s location targeting is set to New York state, bids may be adjusted if a person searches for “new checking account” from a city with higher branch penetration where they’re more likely to apply for an account. Check out a list of several of these important signals below.ĭescription: Google Ads can optimize bids for Target CPA or Target ROAS strategies based on whether someone is on a mobile, desktop, or tablet device.Įxample: For a car dealership, bids may be adjusted if a person is searching on a mobile device and therefore more likely to book an appointment at a nearby location.
#THE SIGNAL STATE GAME SOLUTIONS MANUAL#
This includes attributes like device and location, which are available as manual bid adjustments, plus additional signals and signal combinations exclusive to Smart Bidding.
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Signals are identifiable attributes about a person or their context at the time of a particular auction. With auction-time bidding, you can factor in a wide range of signals into your bid optimizations.
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These algorithms factor in a wider range of parameters that impact performance than a single person or team could compute. In bidding, machine learning algorithms train on data at a vast scale to help you make more accurate predictions across your account about how different bid amounts might impact conversions or conversion value. With Smart Bidding, you get 4 key benefits that can help you save time and improve performance. Get as many conversions as possible at a fixed budget or fixed return on ad spend (ROAS) Get as many conversions as possible at a fixed budget or fixed ROI Target CPA, Target ROAS, Maximize conversions, and Maximize conversion value are all Smart Bidding strategies. Smart Bidding refers to bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction-a feature known as “auction-time bidding".