​CHALLENGE: Canon were using Budget Bid Strategies (BBS), with Auction Time Bidding (ATB) and Data Driven Attribution (DDA). Canon wanted to efficiently drive more revenue.

APPROACH: We noticed that the Budget Bid Strategies (BBS) would always reduce visibility at the end of the month, regardless of efficiency and that spend did not fluctuate significantly by day of week, despite performance doing so. So, we switched one area under BBS control over to a target ROAS (tROAS) bidding strategy, to see if it would regulate spend in a way that was more consistent with the level of demand the bid strategy was seeing.

RESULTS: Over Jul-Oct there was a 61% correlation between the amount a campaign under the Budget Bid Strategy spent each day and the amount of revenue it drove. Over Nov-Feb we tested tROAS bid strategies and found that this correlation increased to 80%. To avoid peak skewing the data, we also compared Jan-Feb 2022 to Sep-Oct 2021. Doing this, we saw 47% more revenue, at a 34% higher ROAS, when typical seasonality accounts for only 14% more revenue and a 16% higher ROAS - so we estimate a ‘true’ uplift of around 33% more Revenue at a 18% higher ROAS.