We’re excited to announce that the DoubleClick Search Performance Bidding Suite now supports optimization based on formula columns. Advertisers can harness the power and convenience of formula columns to define their own performance metrics and easily set up bid strategies that optimize to these metrics.
To get started, you need to have (or create) a formula column that is eligible for bid optimization. Currently, we support weighted combinations of existing Floodlight-based conversion columns (see examples below). The formula column UI displays whether that column can be used in bid strategies as well as the goal type supported (Revenue or Conversion).
You can use formula columns in Revenue or Conversion bid strategies that have CPA or ERS / ROAS targets. In the bid strategy creation UI, select “Formula columns” as the conversion source and then select your desired column.
Here are some examples to illustrate how formula columns can be used for optimization.
* Combine different conversion types into a single metric and optimize to that metric.
Example: Actions + Transactions
Example: Actions + Transactions
* Apply discounts or fees and optimize to the adjusted revenue value.
Example: 0.8 * Revenue
* Associate different “values” with various conversion types and optimize to a single CPA target.
Example: c:”Free Downloads” + 3 * c:”Paid Downloads”
(In other words, assign three times the value to paid downloads as free ones).
* Assign revenue value to a conversion action.
Example: to_money(5 * c:”Newsletter sign-up” + c:”Toaster Revenue”)
(i.e. value newsletter sign-ups at 5 dollars and combine that with toaster revenue)
