The paid media lab Demand-led bidding: Optimizing tROAS or tCPA for better results (w/ Lucy Smith) | S1 EP9
In this episode of the Paid Media Lab podcast, we sat down with PPC expert Lucy Smith to discuss demand-led bidding, and how it can help marketers make the most of their ad budgets.
With over eight years of experience managing campaigns across paid search, paid social, and programmatic channels, Lucy has worked with clients across various industries to refine bidding strategies that adapt to real-time demand.
During our conversation, we broke down:
• What demand-led bidding is and why it’s more important than ever.
• How to move beyond fixed budgets and let demand dictate your ad spend.
• The impact of Google’s latest PMax updates and how to use them effectively.
• Common pitfalls to avoid when transitioning to demand-led bidding.
• Technical considerations and tools that can help optimize performance.
If you’re looking for ways to drive more efficiency, maximize tROAS / tCPA, and stay ahead of competitors--this episode is a must-listen.
Timestamps:
00:00 - Intro
01:06 - Insight into new PMax controls
03:31 - Overview of demand-led bidding (+why it’s so important)
05:52 - Who benefits the most from demand-led bidding
07:27 - Considerations when approaching a demand-led strategy
09:25 - Real-world examples to consider
10:50 - Lucy’s first-hand experience & pitfalls to consider
15:05 - How long to wait before deciding to make changes
16:10 - Expectation setting & communication
18:12 - Technical considerations to be aware of
20:52 - Recommended tools / scripts
23:16 - PMaximiser rundown
24:28 - Key advice for implementing demand-led bidding
26:56 - Final thoughts / outro
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