Maximizing Media Returns with Value Based Bidding & GCP

Increasing ROAS & Decreasing CPA with Value Based Bidding for a Tech Client

Not all interactions drive the same value for marketers. Our tech client wanted to identify their most profitable conversions and maximize returns on their media investment through more strategic bidding in paid search based on conversion value.

Using our advanced data and tech expertise, we connected and analyzed the client’s historically siloed data sets to uncover consumer signals correlated to high-value conversions.

Partnering with the brand’s media agency, these insights were activated through Value Based Bidding in SA360. We derived monetary values for conversions based on their individual business impact using advanced modeling techniques. This enabled Google’s bidding algorithms to work more strategically and ultimately drove significant improvements in ROAS and CPA.

Our Ambition

Our goal was to improve the client’s already strong paid search performance (they were outperforming benchmarks) by uncovering and connecting critical data signals to fuel more strategic bidding in SA360.

Our Solution

By taking the following steps, our team identified and assigned monetary values to the top two signals correlated to purchases attributed to the client’s paid search campaign.

  • Step 1: Data discovery, validation and exploratory analysis using Google Cloud’s BigQuery and the client’s Google Analytics 4 and SA360 data.
  • Step 2: Incorporate offline lead scoring to enrich online data and give a true view of conversions.
  • Step 3: Build and validate model to uncover and connect key consumer signals and estimate their future probability and value.
  • Step 4: Interpret model outputs and determine monetary values for conversions based on model.
  • Step 5: Implement values in SA360, resulting in a Value Based Bidding bid strategy optimizing the client’s paid search campaigns toward revenue.

Our Results

The Value Based Bidding strategy drove key performance improvements including:

  • 14% decrease in CPA
  • 8.9% increase in ROAS

Impressed by initial results, the client is actively rolling out Value Based Bidding to all of their paid search campaigns to drive efficiency and performance at scale.