Industry Insights
Support added for Google Target CPA and ROAS Bidding. Search advertisers face increased complexity in planning and optimizing campaigns because there are massive amounts of data to process and limited resource to process it effectively. How can a marketer make the best possible decisions to drive the best possible performance?
Since the expansion of its platform last year, Adobe Advertising Cloud Search has helped save advertisers time and increase ROI through easy-to-use workflows, unique data access and artificial intelligence (AI) that optimizes bid decisions and allocates budgets to best meet advertiser goals.
Today, Adobe Advertising Cloud offers search advertisers even more benefits as Google’s Smart Bidding strategies– specifically Target CPA (cost per acquisition) and Target ROAS (return on ad spend) – are now supported in Advertising Cloud Search as part of Adobe-owned portfolios.
This partnership helps advertisers simplify reporting and save time through access to multiple bidding technologies. Advertisers also get enhanced bulk management features by allowing changes of performance targets and spend strategy at the portfolio level due to the addition of Google Target CPA or Target ROAS.
Advertising Cloud Search drives performance lift for advertisers by leveraging unique data and audience integrations with Adobe Experience Cloud and features powered by Adobe Sensei, the company’s artificial intelligence and machine learning framework. Adobe Sensei AI powers performance optimization, performance forecasting and spend recommendations and makes the trade-off decisions on bid amounts and budget allocation to most efficiently meet an advertiser’s goals.
Through the integration, Adobe is building the foundation for global performance management across different bidding technologies in one platform to drive the best possible performance for the advertiser. Because of this, Adobe Advertising Cloud customers now have the potential for better media budget allocation and maximum return.
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