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What data does SA360 use for auction time bidding?
Hi guys
i hope everyone is coping well amongst all this covid madness.
I wanted to reach out to understand what kind of data Googles sa360 uses for auction time bidding. Right out of the box does anyone know? is it a matter of linking your Google analytics account and then creating a dataflow between those platforms and then using your configured goals/events to send sa360 conversion and maybe revenue data at keyword level? is that the case?
Or is it another datasource? i.e. floodlights? google ads? your own internal data ? I want to understand that if you are using any of these latter datasources then where does the auction time bidding advantage come in? i.e. if you use floodlights where is sa360 getting that rich, contextualised data to decide on a bid at user level? i thought its only possible to do this if your data source going into sa360 is google analytics.
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Looking forward to your views, opinions and overall answers. Still learning a lot about this great industry so please forgive me for any naivety in advance!
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