Bidding management is fundamental to New Engen technology and one of the core values of New Engen. Every day, data is ingested and analyzed by the AI to determine optimal bids to input into Google or Bing. This data is broken down into the most granular level possible across thousands of keywords and managed by the AI day in, day out. Thus as the landscape of keywords, devices, or match types changes over time, the AI will be able to track and optimize.
Setup is very simple - you simply set your goal using a conversion tracker that you assign to a campaign, and allow the AI to manage all of your bidding. Initial bids are set during keyword generation. Upon launch, New Engen will begin collecting data on the performance of each keyword, and once enough data is collected, will begin updating bids daily based on each keyword's performance.
We believe in structuring campaigns as granularly as possible, with up to 8 (and possibly 12 accounting for tablet) different iterations of each keyword, to allow for different bids to be set for each keyword variant based on the unique performance of each match type- and device-version of each keyword. Without this comprehensive approach, marketers are forced to bid less specifically, and would be potentially failing to account for differences due to device or match type, and eventually not land on the most efficient spend.
If a keyword doesn't have enough data to make a bid on a particular keyword, bidding will be aggregated at the next level up (e.g. ad group, bid group or campaign) until there is sufficient data to make a decision. This allows us to bid specifically on keywords when data volume permits us to do so, but also allows for meaningful bidding decisions when data volume is lacking.
New Engen technology can take up to two weeks to collect enough data to begin making bidding decisions. The more data the engine has, the better the bidding decisions it makes. Because of this, automated bidding decisions for higher volume campaigns may kick in sooner, and the engine's bidding decisions become better over time.