Sendtraffic’s proprietary MARKETING DASHBOARD AI™ automates bidding across search engine marketing campaigns, optimizing towards any defined metric. Other SEM firms tout the use of “Wall Street” derived trading algorithms to drive their automated bidding strategy; sendtraffic has gone a step further. MARKETING DASHBOARD AI™ combines over 7 years of pay-per-click bidding experience and hundreds of millions of bids with best of breed financial modeling techniques. MARKETING DASHBOARD AI™ uses a three-step process to optimize to your goal. It collects data, established a baseline, and takes action.

1. Data Collection.
The first step in making a decision on auto bidding is to obtain a sufficient statistical sampling on which to base a bid change. MARKETING DASHBOARD AI™ queries its database over several time periods in order to obtain this data. It looks at 7, 14 and 30 day-ranges by default, and is tunable if need be. The auto bidding engine will progressively go further back into the database looking for a sufficient volume of clicks and conversions to base its bidding decision upon. Keywords can be excluded from this process to allow them to be manually bid only.

2. Establishing a Baseline.
Once a keyword has been identified for auto bidding; we set a target. Typical targets are CPA, ROI, spend limit without conversions, and the general health of the campaign as a whole. Having decided on a “healthy” range for the keyword to operate in, we move the word around in variable increments, defined partly by its variance, in percentage points, from the target.

3. Taking Action.
The further away from the target CPA/ROI that the keyword is, the greater the bid will be changed. This is done while taking into account an “aggression factor” set by the account representative. They can adjust the bidding strategy from conservative to aggressive. General health of the campaign as a whole is also taken into account. If a keyword is far from its target and the campaign as a whole is within its target range MARKETING DASHBOARD AI™ will make a minimal change to the keyword bid. A keyword will not be bid higher than the maximum CPC set by the account representative. Keywords that have been auto bid are exempt from the process for a period of time to allow the change to have an effect. MARKETING DASHBOARD AI™ also looks at the amount of spend without a conversion. If this exceeds the amount set by the account representative the keyword bid will be aggressively reduced along with a suggestion to remove the keyword from the campaign. A comprehensive report is generated and Emailed to the account representative. This report can also be produced without any bid adjustments taking place.