Frequently Asked Questions

Questions about Adference

1 What does Adference offer?
Adference Bid Management analyzes the historical performance of your keywords and products in Google Ads and on Amazon. Taking into account your defined optimization goals, Adference calculates bids that help you make the most of your advertising budget. You no longer leave easy to reach conversions untouched and get the chance to invest the right amount into every one of your keywords and products.
2 Which advantages will I have with Adference?
Adference helps you to optimize your advertising costs per click: Our system of complex algorithms calculates conversion likelihoods and uses that information to set the right bid for every one of your keywords and products. Placing precisely calculated bids will enable you to invest in relevant and meaningful traffic only.
3 Which systems can I optimize with Adference?
When Adference Bid Management was developed it was designed to be used with Google Shopping campaigns and classic Text Ads campaigns. We have since developed a PPC Solution for Amazon. We now happily optimize your Amazon ad campaigns, as well!
4 Which bidding strategies does Adference offer?
Adference Bid Management is a performance specialist. The system tries to achieve the maximum number of conversions and the highest possible revenue every day – all while taking parameters defined by the user into account. If you would like to maximize your revenue while sticking to a specific Cost Revenue Ratio, we advise that you select a CRR or ROI strategy (Cost Revenue Ratio and Return On Investment) in the tool. If you would like to achieve as many conversions as possible without increasing your average cost per conversion, we recommend selecting the CPA strategy (Cost Per Acquisition).
5 How much does it cost to use Adference for Google Ads?
You can find our prices and packages for our Google Tool & CSS here. Learn more about the pricing for our Amazon Tool here. 

Questions about the free trial of Adference for Google Ads

1 Where can I register?
Simply register on our website: Use our sign up screen to log into Google Ads and select the account that you would like to optimize with Adference. We will then contact you over the phone and help you to bring your account into ideal condition for the trial. The trial starts once we have activated bid optimization with your permission. Click here to register
2 What will happen during my trial?
The day following the activation of Adference optimization we will modify your bids for the first time. Over the course of the trial month, we will analyze the performance of your campaigns and will approach you with recommendations on how to further optimize your campaigns. The trial phase gives you the opportunity to make yourself familiar with Adference Bid Management.
3 How long is the trial period?
You can try Adference before making any commitments for 30 days, starting at any day of the week. The trial phase begins with the moment that Adference optimizes your bids for the first time.
4 Is it possible to optimize more than one account during the trial?
Under special circumstances we can arrange to optimize more than one Google Ads account during the trial. Please do sign up for the free trial on our website and connect the first Google Ads account with Adference. Once the first step is done, simply send us the 10 digit account number of any additional accounts.
5 Does the free trial period start with my registration?
No. Take your time to connect your Google Ads account with the Adference tool. Shortly after registration, you’ll receive a confirmation email with your login data. Use this data to log in to the Adference tool. We will officially start the trial during our first call or at a later, agreed-upon time. You’re not alone in this!
6 Does optimization start once I’ve set my optimization targets?
As long as the alert with the notice “Optimization is temporarily deactivated for this account” is visible, you can set and change your targets in the Adference tool. Nothing will change for your Google Ads account. Your changes do not have any effect, until we decide to activate optimization for your account with you.
7 Which bidding strategy is right for me?
The Adference tool allows you to select one of two bidding strategies on the tab “Campaigns”. If you would like to increase your revenue while sticking to a specific cost target, we suggest that you select the CRR (Cost Revenue Ratio) or ROI (Return On Investment) strategy. This strategy is only available for campaigns that received at least 3 conversions within the past 365 days. If you would like to increase the number of conversions in your campaigns while adhering to a specific cost target, we recommend the CPA strategy.
8 How do I find the right target settings?
At the beginning of optimization we recommend targets that are close to values that were reached in the past. To come closer to your desired target over the course of the optimization, follow the historical development of your KPIs in the cockpit and adjust your targets step by step.
9 At which levels of the account hierarchy can I set optimization targets?
In any case, you’ll be able to define targets at campaign level and ad group level. We also offer the opportunity to set targets on account level. For more information on the topic, please access our blogpost on the account target feature in Adference Bid Management.
10 Which settings in my Google Ads account should I activate before starting the free trial?
Your campaigns should be activated between 2 am and 5 am. This is the timespan during which Adference normally places bids.
11 Can I use Adference with my ad schedule activated?
Please discuss possible ad schedules with your account manager at Adference before activation. In principle, placing ads at a specific time or day of the week is possible with Adference Bid Management. However, bid adjustments taken by the ad schedule should only be activated after discussing the option with us.
12 Does Adference differentiate between device types?
Adference Bid Management calculates bid adjustments for different devices, if such data is available. The tool sets device modifiers automatically, as long as device modifiers in Google Ads are not set to -100%.
13 Which types of data does Adference need to calculate the right bids?
Adference Bid Management uses conversion data that is available in your Google Ads account or your Google Analytics account. However, we also have a flexible API that allows you to make your individually collected conversion data available to Adference.
14 Does Adference Bid Management add keywords or remove them from my Google Ads account?
No. Adference neither adds, nor excludes keywords. Its focus specifically lies on calculating the best possible bids and placing them in Google Ads. Poorly converting keywords usually receive very low bids to avoid unnecessary costs.
15 Does Adference Bid Management have a recommendation function?
No. Adference does not make any recommendations. The interface was kept simple with the intention to give you a clear overview of the performance of your campaigns. Our focus lies on the optimization of bids to reach specific targets. Simply set the targets you would like to achieve in the tool. Keep track of the most important performance indicators by following the development of your campaigns in the dashboard.

Questions about Adference optimization

1 How does Adference Bid Management calculate bids?
Adference performs complex bid calculations combining several factors to reach highly accurate answers to questions such as: How will conversion rates develop in the future, and how large are expected basket values? Adference Bid Management calculates those factors by using data from the past 365 days, which allows Adference to reliably make precise predictions unusually early. If not enough historical data is available, then our system expands its data basis by including information from the Google Ads account structure and from user behavior in the form of onsite data, all of which factor into bid calculations.
2 Which accounts does Adference Bid Management work best with?
Google Ads accounts with little historical data—for example, in the long tail—often do not offer enough information to calculate reliable bids. Luckily, that lack of data is our strength, because Adference exploits a learning effect. If keywords and products behave similarly, then each learns from the experience of the other. In that way, an individual keyword’s history fills up much faster and can be used as a robust basis for calculating conversion rates.
3 What changes does Adference make in my Google Ads account?
Adference sets maxCPCs to the exact amount that users need to maximize the return from campaigns or the number of conversions. To do that, Adference sets bidding in your Google Ads account to manual CPC for all campaigns optimized by Adference. Additionally, Adference sets device modifiers in Google Ads as long as they are not set to -100%.
4 How often does Adference update bids?
Adference changes bids once a day. Usually around 3 o’clock in the morning.
5 Do I have to set different targets for different devices?
No. Just set your target in the campaign or in the ad group. The tool draws on performance data in order to calculate exact bids for the three device types.
6 How does the tool deal with exceptionally high or exceptionally low values?
If enough data is available that lies within a known corridor, then the tool will consider an exceptional number of conversions or an exceptionally high basket value as an outlier in the data. The outlying values will not influence bid calculations.
7 I use bid adjustment tools other than Adference. How will the tool deal with them?
Naturally, any bid adjustments carried out by a different system will have an impact on subsequent calculations the Adference tool makes. It would be best if you discussed the use of other bid adjustments with Adference before activating them.
8 I would like to optimize an additional account. What do I need to do?
If you would like to optimize more than one account with Adference, simply let your account manager at Adference know. We will set up another Adference account for you using your 10 digit Google Ads Customer ID. The tool will allow you to swap between the two or more accounts.
9 How often do I need to readjust my optimization targets?
Technically, adjusting targets it not necessary. We recommend changing them, whenever your economic goals change. Also, if you observe drastic changes in campaign performance, adjusting your targets might be a good idea. If you are not sure whether changing your targets makes sense in your situation, don’t hesitate to contact your account manager at Adference.
10 How does the tool deal with seasonal fluctuations?
The algorithm behind the tool analyzes data from the past 365 days, with data from the past 7 days making up about 80% of the information used in calculating bids. Putting the focus on the recent past allows our tool to react to seasonal fluctuations around Christmas, Easter and other holidays quickly. For more information, read our blogpost on seasonal effects in AdWords.
11 Does Adference Bid Management automatically use a different plan for Black Friday?
No, because there are not any clear signs for our tool to anticipate Black Friday or other days with high sales volumes. Please contact your account manager at Adference to discuss options for days with unusual sales volumes. Additional information is available at our blogpost on seasonal effects in search engine advertising.
12 I would like to add keywords or products to an existing ad group. Which target should I set at the start of optimization, and is there anything else that I should consider?
Keywords and products without data are treated differently than keywords and products with extensive historical records. As such, every new element has the chance to prove itself. If a keyword or product is added to a group of high performers, then Adference Bid Management assumes that new keywords and products are as strong as other elements in the group and sets high initial bids. We recommend choosing an initial target that is similar to other bids in the ad group.
13 Does Adference pause low-performing products or keywords?
No. Adference Bid Management neither pauses nor excludes any keywords or products. However, bids for weaker keywords and products are usually extremely low so that they do not accrue additional costs.
14 I would like to start a new campaign. Can I optimize the new campaign with Adference immediately?
Depending on the traffic volume of your site and the amount of data to be collected, we recommend beginning the optimization of new campaigns with Adference about 1–4 weeks after activation. In most cases, we will have enough data by that point to make reliable calculations.
15 How quickly does Adference adjust bids?
Adference Bid Management changes bids at a maximum of 25% per day. If a user changes the target value for more than 25%, then the tool will skip the 25% limit the following day and allow larger changes.
16 Does Adference use a portfolio approach?
Yes. The portfolio approach is activated at the account level by default. It redefines the range for keyword bids and product bids. For instance, it allows high-performing keyword bids and product bids to lie above the set target if the campaign is performing better than the target requires.
17 What happens if a campaign’s performance misses its target by a considerable amount?
If a campaign is well beyond its target, then a mechanism is automatically triggered in Adference Bid Management that will attempt to achieve the optimization target as quickly as possible. To do that, it gives preferential treatment to keywords and products that contribute to reaching the goal. Bids for weak or shaky keywords and products will not be raised and could even be lowered. As soon as the campaign reaches its goal, the tool will revert to standard optimization.
18 How does Adference Bid Management deal with daily budget limits?
Campaigns in Google Ads regularly reach their daily budget limit for several reasons Adference Bid Management reacts to budget limitations by considering lower bids if doing so allows the advertiser to participate in more auctions over the course of a day, which helps to make the most of the budget. For more information on that feature, please access our blogpost on optimizing campaigns with limited Google AdWords budgets. 
The disadvantage of limited daily budgets is that fewer conversions can be bought than would be possible within the set target. We recommend working with open budgets to generate as many conversions as possible, as long as the campaign is on target.
19 Can I adjust maxCPCs myself?
Generally speaking, it is neither necessary nor helpful to adjust maxCPCs manually. In calculating bids, Adference considers the bid placed on the previous night, the actual cost per click, and the difference between the values. Accordingly, manually changing the maxCPCs would significantly affect the next day’s bid. For that reason, we generally advise against changing maxCPCs manually. We would be happy to advise you concerning possible exceptions to that general recommendation.
20 I've defined an individual ad group target, but now I would like to re-activate campaign targets for my ad groups.
Quickly changing your strategy at the campaign level will do the trick. If you change your campaign target from a CRR target into a CPA target, or vice versa, your ad groups will be ready to inherit your campaign target. All you need to do now is define your desired CPA or CRR target for your campaign.