Twenga launches high-frequency bidding on Google Shopping


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Twenga, the e-commerce advertising specialist, innovates with a new high-frequency bidding technology for Search Marketing, which improves campaign automation and performance for its clients.

Search Marketing is becoming increasingly complex. With hundreds of new features added to AdWords and Google Shopping every year, PPC campaign managers have more tools at hand, yet are faced with an extremely competitive market where standing out from the competition has become somewhat difficult.

Keywords, user segments, landing pages, devices, time of day, day of the week, negative keywords: The number of variables to take into account when predicting the value of a click in Search Marketing campaigns is so complex that only sophisticated, automated algorithms are able to make the most of this mass quantity of data.

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Twenga’s new bidding engine not only allows us to analyse this data and detect intention to buy signals – even when they are weak – but it also drastically accelerates the decision making and optimisation process. Until now, campaign managers adjusted bids in their campaigns when they had enough information. Considering e-commerce conversion rates, this delay could extend over several days or weeks and several hundred clicks had to be bought to estimate the efficiency of a product page. However, using Twenga’s new Smart SEM engine, a more performant approach is herein possible: high-frequency bidding.

Already used for Display advertising, Twenga is rolling out methods similar to real-time bidding (RTB) in its e-retailer clients’ Search Marketing campaigns. Its high-frequency bidding tool is based on three fundamental pillars:

Product catalogue data exploitation: Analysing a retailer’s catalogue and clients is crucial for SEM campaigns in e-commerce because sales performance is constantly changing. Twenga uses advanced tracking to detect performance indicators at a product and user level in order to answer a variety of questions: Is this a best-selling product? What is the add to basket rate?

Segmentation and audience analysis: The efficiency of Search Marketing comes from the understanding of navigation variables, which allow us to predict an intention to purchase. Twenga’s new platform goes even further in optimising performance by adding the extensive possibilities to dynamically profile users. By acutely integrating Google’s RLSA, Twenga makes use of ultra-granular targeting for improved performance.

Bidding frequency and subtlety: Catalogue data analysis and user segmentation allows us to dynamically recalculate bids to hit advertisers’ targets. Twenga’s Smart SEM platform uses an average of 500,000 data points per day, per advertiser and adjusts bids in real-time. Bids can be modified dozens of times a day for best-selling products.

“We have already successfully rolled out RTB for our Display advertising solutions. Integrating high-frequency bidding into our Smart SEM platform was a logical next step. Accelerating calculation and bid update rates allows us to considerably increase the ROI on our clients’ advertising campaigns. It is the ultimate weapon to generate more sales!” Explains Bastien Duclaux, co-founder and CEO of Twenga.

Twenga uses high-frequency bidding technology in its two SEM solutions:

Smart FEED: a Google Shopping campaign manager which optimises feeds, bids at a product level and targets audiences with a high intention to purchase.

Smart BID: an automated bidding manager for AdWords, which optimises existing campaigns’ ROI in real-time using a conversion prediction engine.

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