Bid Optimization

The media buy, and the buyer has never been so important as it is today. Do you know who is buying your media?

Variable Media believes that an expert understanding in media buying across real-time biddable platforms such as Facebook and Google AdWords is imperative to a successful campaign. Thus we take every opportunity to share best practices and insights across campaigns, develop content to grow our buying community, and most impactful work directly with Google and Facebook to stay up to date on new products and services.

Our bidding models and methodology differ by advertising client as well as their performance goals. More than just bidding against a campaign we now have multiple variables we can now adjust which creates a multi-variable approach even more lucrative for advertisers. As more platforms adopt bid adjustment mechanisms, we begin to find a necessary understanding of the platform experience as mobile grows exponentially and desktop continue to produce increased time spent and click to conversion ratios.

In science, the credit goes to the man who convinces the world, not to the man to whom the idea first occurs.

– Francis Darwin, botanist

Geo Bid & ROI Comparison - Sample

Above outlines a sample geodata visualization comparing the ROI and CPV (cost per view) metrics against state-level entities

Bid Optimization Strategy

Advertisers must remember that “Not all bids are placed equally”. At Variable Media, we put a lot of effort in evaluating and exceeding our client expectations when it comes to their marketing goals. Moreover, it is imperative that we strategize with our client partners on the cost-benefit gained from reaching a broad audience at a lower cost when compared to a higher costing targeted audience that might convert better, particularly when it comes to video.

Video uniquely is the most engaging form of advertising, particularly when you layer in the true-view buying model, cost per view pricing, long form, and device targeting. The most valuable impression on the web is the free one obtained on true view and what goes unnoticed is the impact of branding on these users who view and may not convert until a later time.

Our example to the right provides an interesting look into price and return on investment. While we are missing key data points to fill out our story, what we want our readers to understand is that cost or ROI should never be analyzed in a silo but more from a multi-variable standpoint to drive better-performing segmentation and cohort scale.

Case Study Examples

  • Retail I
  • Retail II

YouTube Advertising Bid Adjustment Variables

We also ensure that the whole team is included in the process and that no one is left out during the turnaround. The most crucial part is ensuring some degree of financial stability during the turnaround.

We also ensure that the whole team is included in the process and that no one is left out during the turnaround. The most crucial part is ensuring some degree of financial stability during the turnaround.

This is the most worrying part for most clients going through or needing a turnaround; it means that incoming cash flows will change completely. We help ease these issues through fantastic financial projections and a realistic view of what can be accomplished.

Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.

Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.

Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.

Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.

Creating a list of potential qualified prospects for your service or product can be daunting when you’re beginning your business. However, this needs to be considered as a follow up on your Target Market Analysis so you can hit the ground running.

We also ensure that the whole team is included in the process and that no one is left out during the turnaround. The most crucial part is ensuring some degree of financial stability during the turnaround.

YouTube Algorithm

One of the most asked questions by our potential clients is, “How does the YouTube algorithm work and what makes it unique?”. To answer this question simply, we don’t know and can only speculate based on the billions of views and countless campaigns analyzed on the platform.

We can discern from campaign delivery and performance three key areas that do have tremendous impact, specific to the True-View model.

  • Bid – The price an advertiser is willing to pay for a view or a user to engage before 30 seconds
  • User Engagement – How the targeted audience responds to the ad
    • VR% – View Rate Percentage
    • Avg. WT – Average Watch Time
    • % of VV – Percentage of Video Viewed
    • CTR – Click Through Rate
    • CPC – Cost Per Click
    • Other Conversion Performance Metrics (if applicable)
  • Targeting – The number of layers applied to an audience can limit the pool of users, thus increasing cost to reach specific user set

Case Study: Bid Optimization & Seasonality – CPG