{"id":48718,"date":"2023-04-03T18:29:14","date_gmt":"2023-04-03T16:29:14","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=48718"},"modified":"2023-04-03T18:29:14","modified_gmt":"2023-04-03T16:29:14","slug":"from-volume-to-value-improve-your-campaigns-with-gauss-smart-advertising","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/en\/blog\/from-volume-to-value-improve-your-campaigns-with-gauss-smart-advertising\/","title":{"rendered":"From volume to value: Improve your campaigns with Gauss Smart Advertising"},"content":{"rendered":"

Align your advertising investment with your business strategy<\/h3>\n

The\u00a0automatic bidding strategies<\/strong> offered by the different advertising platforms have become one of our best allies regarding campaign optimisation. Specifically, those known as Value Based Bidding<\/strong>\u00a0allow us to align our advertising investment with our business objectives in an automated way.<\/p>\n

If you are using Value Based Bidding, configure your pixels to collect the conversions you want to optimise. Then, indicate the objectives you want to achieve through your campaigns (whether it is maximising the value of the conversions or optimising the return on our investment). From there, algorithms learn everything necessary to find and bid for users to achieve your goals.<\/strong><\/p>\n

The main issues with Value-Based Bidding<\/h3>\n

Conversions, in this case, act as signals that tell the algorithm whether or not users are valuable for our campaign.\u00a0But, sometimes, you may not have enough conversion volume for VBB to work. And sometimes, web conversions do not fully reflect the reality of our business.<\/strong><\/p>\n

Furthermore, it is estimated that the Google and Meta algorithms only consider signals for the\u00a0first seven days since the user entered<\/strong>\u00a0through a paid campaign. For user acquisition data, the most recent signals are the ones that the algorithms give the most importance to.\u00a0What happens when a lead\u2019s final conversion occurs beyond that 7-day window?<\/strong><\/p>\n

How Gauss Smart Advertising can help you<\/h3>\n

To cover this gap between what the algorithm can see and your business’s fundamental objectives and KPIs, Making Science developed Gauss Smart Advertising<\/strong>. This proprietary technology allows you to anticipate the future value of a user and improve signals throughout the entire sales funnel. With Gauss, we can predict a lead\u2019s propensity to buy, the expected purchase value, and even the long-term value of the lead (customer lifetime value)<\/strong>. Then, we translate it into signals that give the algorithm a more realistic vision of your business<\/strong>. Furthermore, what makes the difference is that we not only create predictive models but can activate them in real-time to anticipate and communicate those signals without losing the benefits of the cross-device nor the freshness that Smart Bidding algorithms require. Additionally, we develop agnostic models that can be activated on any of your marketing platforms.<\/p>\n

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How it works<\/h3>\n

Advertising platforms have the ability to collect web browsing data for campaign optimisation. Gauss Smart Advertising<\/strong> collects browsing data from other data sources to issue a more accurate assessment of the user that it then sends as a signal to the platforms.<\/p>\n

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In essence, based on previously trained machine learning models, it\u00a0predicts and issues a score\/value<\/strong>\u00a0for each of the users that enter the website and\u00a0communicates it to the platforms in real-time<\/strong>:<\/p>\n

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A methodology for automation and activation<\/b><\/h3>\n

Our solution is optimised to cover all the critical phases of its implementation, from the collection and evaluation of the quality of the data that feeds our models to the activation and monitoring of campaigns and models:<\/p>\n

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With\u00a0Gauss Smart Advertising,<\/strong> we have increased our clients\u2019 conversions by 20% and reduced their CPL\/CPA by up to 50%.<\/p>\n

Gauss Smart Advertising can be used to<\/p>\n