C4.1. Recommendations Tab

ADARA's Data Science team uses AI to provide Bid Modifiers recommendations for audiences/signals within the campaigns activated for a client. For each audience/signal row, ADARA recommends positive or negative changes to bid modifiers to increase spend on more efficiently performing audiences and/or to reduce spend on under-performing audiences. Cortex Search lists these audience/signal rows in ranked order by sales and provides columns of data to assist with reallocating spending.

Cortex Search - Recommendations tab in the Bid Modifier View

C4.1.1. Summary

Before listing individual recommendations for each audience/signal in the campaign based on the relative performance of those audiences, ADARA summarizes the suggested changes to Bid Modifiers.

ADARA's AI might suggest: actions such as these:

• The highest-traffic audiences in this campaign/ad group require only minor changes to their Bid Modifiers,
• Several of the highest-traffic audiences in this campaign/ad group could benefit from changes to their Bid Modifiers to reallocate more spending on more efficiently performing audiences and/or to reduce spending on under-performing audiences.

C4.1.2. Information

Cortex Search shows a row for each audience/signal in the campaign with columns of corresponding information:

• Signal Name - name of the signal
• Rank - rank of the signal
• Impressions - impressions served
• Cost - CPC (Cost Per Click) is the total cost of the campaign divided by the number of clicks it received
• eCPC - eCPC (effective Cost Per Click) shows what the CPC would have been had the advertiser purchased clicks instead of impressions or conversions
• Recommendation - value shown on the slider

Cortex Search - Recommendations tab in the Bid Modifier View with expanded detail

C4.1.3. Interface

• For each audience/signal row, you can adjust the individual campaign modifiers by moving the slider, entering a value directly in the numeric field, or using the up/down buttons to the right of the numeric field. Percentage values can range from -90% to +900%.
• The check boxes for each row are checked by default. Uncheck the row check box to leave an individual audience/signal unchanged. Check or uncheck the box at the top of the screen to check all or none of the rows simultaneously.
• The reset button on the right of each row resets the bid modifier value to ADARA's recommended value.
• Select Push Campaign Modifiers to send the changed bid modifiers to Google.

Select Back in the upper left to return to the previous view or select a different campaign from the drop-down menu at any time.