Lesson 6 Optimizer Flashcards
What is A360 Optimizer for?
Making incremental changes to your marketing spend to optimize conversions tracked in A360
What model does Optimizer use
non-linear regression model
What time range should you analyze in optimizer
they don’t recommend going further out than about 6 weeks
What do you set up when you define a scenario
Specify degree of flexibility vs. guard rails target budget
What can you optimize
a primary conversion or set of conversions being tracked through A360
What is the low hanging fruit
How can I allocate my marketing spend ACROSS channels
What is the next step after optimization across channels
allocating spend within channels. at a more granular level, campaign, partners, placement etc.
How is optimization different from attribution
Attribution is for diagnosis of past marketing performance
Optimization is designed to help improve (blank) performance
future, forward looking, advise on how to improve based on attribution results
The main goal of attribution is to generate conversion credit by
advertising attributes such as campaign, site, keyword, placement, etc.
The resulting metric for optimizer is
marginal conversion rate & ecpa
The resulting metric for attribution is
Avg conversion rate and ecpa
The main goal of optimizer is to maximize a
KPI for a specific reporting period such as conversions or revenue
Attribution is good for working with (blank) (blank) budget
newer, higher
Optimizer is good for making operational recommendations on changes to campaigns, site placements, etc.
spend
