Smart Bidding strategies

Smart Bidding strategies is the setup and management of automatic bidding strategies based on ad platforms' machine learning (Google/Yandex/VK): Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, etc. The algorithm selects the bid in real time according to the probability of conversion. The work: checking data readiness, choosing a strategy for the goal, setting up target values and limits, a learning period, monitoring and adjustments. Honestly about 'the target CPA/ROAS is a goal, not a guarantee', this is key: you set a target CPA/ROAS, and the algorithm strives toward it, but it is NOT obliged and does not guarantee to reach it — the actual result depends on the volume of conversions, competition, season, the quality of the offer/landing. 'We guarantee the target ROAS' = a lie. Honestly about 'they learn from conversions, a volume is needed', this is critical: Smart Bidding is trained on conversion data; without correct tracking (see 460) and a sufficient volume (usually dozens of conversions per period) the strategies work poorly, learn longer and may drain the budget. On little data manual/simplified management is often better. Honestly about 'a learning period and instability': after launch/changes the algorithm needs a learning period during which metrics fluctuate — this is normal, abrupt edits disrupt the learning. Honestly about 'a black box': the bidding logic is hidden by the platform, control is limited; we manage goals/limits/signals, not the algorithm itself. Honestly about 'does not create demand': the strategy optimizes existing demand, sales depend on the product/offer/market. Honestly about 'the auction/algorithm decides'. Honestly about the effect: it sets up and manages Smart Bidding for the goal with data preparation and learning control, increasing efficiency for existing demand, but the target CPA/ROAS is a goal, not a guarantee; correct tracking and a volume of conversions are needed; a black box; the algorithm decides. Honestly about access: ad accounts, correct conversion tracking, a volume of data, goals/economics are needed. An important boundary: these are platform auto-strategies; custom bid automation (scripts/rules) — 462; tracking — 460; channel management — 437-456. The base price starts from 20,000 ₽ for setup/management.

• Bids are set manually/suboptimally, smart strategies are not set up or work poorly.
• A misconception that the target CPA/ROAS is guaranteed (it is a goal for the algorithm, not a guarantee).
• Launching Smart Bidding without correct tracking/a volume of conversions — poor learning, drain.
• Abrupt edits during the learning period disrupt the algorithm; expecting instant stability.

• Checking data and tracking readiness for Smart Bidding (volume of conversions)
• Choosing a strategy (Target CPA/ROAS, Max conversions/value) for the goal
• Setting up target values, limits and signals; launch
• Controlling the learning period (without disruptive edits), monitoring, adjustments
• An honest assessment: is there enough data and are the target CPA/ROAS realistic
• Honest boundaries (the target CPA/ROAS is a goal, not a guarantee; they learn from conversions, a volume is needed; a learning period; a black box; does not create demand; the algorithm decides)
• Documentation and handover
• Review with you

• Set up and managed smart bidding strategies for the goal
• More effective bid setting for existing demand
• An honest assessment: what Smart Bidding gives and what depends on data/demand/offer
• Honest boundaries (the target CPA/ROAS is not guaranteed; tracking/a volume are needed; the algorithm decides)

• We check data/tracking, choose a strategy and realistic goals
• We launch, protect the learning period, monitor, adjust
• We honestly set boundaries (a goal ≠ a guarantee; a volume of data is needed) and report

• Do you guarantee the target CPA/ROAS?

  No, honestly: the target CPA/ROAS is a goal for the algorithm, not a guarantee. The strategy strives toward it but is not obliged to reach it — the actual result depends on the volume of conversions, competition, season, the quality of the offer and landing. 'We guarantee the target ROAS' is a deception. We will honestly set a realistic goal and steer toward it, without guarantees of a specific figure.

• Can a smart strategy be turned on immediately, without preparation?

  Not advisable, honestly: Smart Bidding is trained on conversion data — without correct tracking (460) and a sufficient volume (usually dozens of conversions per period) the strategies learn poorly and may drain the budget. On little data simpler management is often more effective. We will honestly say if the data is ready and, if needed, set up tracking first.

• After launch metrics fluctuate — did something break?

  Usually no, honestly: after launch or changes the algorithm needs a learning period during which metrics are unstable — this is normal. Abrupt edits at this moment disrupt the learning and worsen the result. We honestly protect the learning period and do not jerk the strategy around for the sake of momentary figures.