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Advanced performance marketing topics
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Module 9
Strategic Channel and Bidding Management
1
Understanding Platform Algorithms: Google & Meta
Explain how platform algorithms (e.g., Google Smart Bidding, Meta Advantage+) work at a strategic level.
2
Optimizing Automated Bidding: When to Intervene
Evaluate the performance of automated bidding strategies and determine when manual oversight is required.
3
Translating Business Objectives to Bidding Goals
Translate business objectives (e.g., profit margin, market share) into primary bidding goals for campaign teams.
4
Margin-Based Bidding Targets
Develop a framework for segmenting products or services by margin to inform differentiated bidding targets.
5
Optimizing Portfolio Bidding Strategies
Critique a portfolio bidding strategy designed to optimize across multiple campaigns or business units.
6
Budget Scaling and Algorithm Performance
Evaluate the trade-offs of budget scaling strategies on platform algorithm performance and efficiency.
7
Crafting Competitive Strategies with Auction Insights
Use auction insights reports to formulate competitive positioning strategies.
8
Automation vs. Control: Balancing Your Budget
Assess the balance between entrusting budget to platform automation and maintaining strategic control.
Previous module
Leveraging Predictive Analytics for Performance
Next module
Strategic Budget Allocation and Financial Forecasting