Popular App: Data Augmented Bidding

Overview

Data Augmented Bidding empowers PMG’s SEM and Progo teams to optimize media performance by integrating their own source-of-truth data into Google’s automated bidding engine. By moving beyond the default engine data offered by Google, this tool enables teams to make decisions grounded in a more comprehensive and accurate understanding of campaign performance.

As part of Alli, PMG’s marketing operating system, Data Augmented Bidding bridges the gap between proprietary data and automated optimization, delivering smarter bidding strategies and better results.

Why It Matters

Relying solely on engine data often limits the accuracy of automated optimization. Data Augmented Bidding solves this by allowing teams to align Google’s auto-bidding capabilities with their own data, ensuring that campaign decisions reflect true performance insights. The result? Better alignment with client goals, improved efficiency, and more impactful media investments.

Key Features and Capabilities

Platforms:

• CM360 Conversion Upload: Push custom conversions directly into custom floodlight for use across Search or Progo channels.

• SA360 Conversion Upload: Designed for Search campaigns only, this feature offers an extended conversion window of up to 90 days, ensuring you capture and optimize for long-term performance.

• Multiplier Feature: Apply custom weightings to different conversion types, giving you more control over how conversions influence bidding strategies.

Use Cases

• Teams that have their client’s offline conversion data that they want to upload to help improve their Auto-Bidding performance.

• Teams that won’t able to use Auto Bidding because of their source of truth location. For example, the Lilly Pulitzer team uses Google Analytics as their source of truth, and because of that and their tags setup, they won’t able to use their source of Truth for Auto Bidding. But with Data Augmented Bidding, this will no longer be a problem, since they can easily upload their source of truth data to Google.

• Teams that their conversion data are in different currencies. For Auto Bidding, the data have to be in USD. Our currency conversion feature will help convert currencies in the conversion data before it gets sent to Google.

• Teams that want to apply different weights for different activities/segments will be able to do so using the multiplier feature. For example, new customers might be worth more to the client. With the multiplier feature, the client team can now specify the designated weight for such customer group by simply inputting it in a Google Sheet. The tool will automatically apply those multipliers to specific segment before uploading.

Getting Started

To begin using Data Augmented Bidding, simply submit an Alli Onboarding Request Ticket, and our team will guide you through the process. Use cases vary across clients, so our team will schedule a meeting to understand your specific goals and tailor the setup accordingly. Whether you’re optimizing for Search, Progo, or both, we’ll ensure the tool is customized to meet your needs.