2. #DPL15
The client
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Luxury fashion apparel
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Marketplace for brand name clothing, shoes,
handbags, jewelry, etc.
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Robust Google Adwords data
3. #DPL15
Using Adwords bid multipliers to fine-
tune seasonal ad spend strategy
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Significant seasonality of
business:
○ Understand which day(s) drive the
most sales for the business
○ Craft a strategy to optimize ad
spend
4. #DPL15
Strategies for adjusting bid multipliers:
Google vs. RJMetrics
●
Google suggests adjusting the bid multiplier based
on the conversion rate
○ This doesn’t take lower/higher order values into account!
●
RJMetrics strategy for setting bid multipliers accounts
for:
○ % change in conversion rate
○ % change in AOV
7. #DPL15
Next steps
Client made changes to bid multiplier
●
Increased spend for days with higher relative value
●
Decreased spend for days with lower relative value