Value-Based Bidding
How Scowtt signals reach your ad platforms, thresholds, the value curve, and bid strategy.
Fundamentals
- How signals reach ad platformsScowtt sends predicted outcomes and values into your ad platforms, giving campaigns stronger signals while optimization is still happening.
- Scowtt vs standard conversion importsStandard CAPI, OCI and CRM feedback can send downstream outcomes back to ad platforms. Scowtt goes further by sending predictions earlier, more often and with more context.
- Understanding upload and value thresholdsThree settings control what Scowtt sends to your ad platforms: which records are eligible, which leads are sent at all, and which leads carry a value. Together they balance how much the platform learns from against how clean that signal is.
By platform
- Set up your Google Ads test campaignYour test campaign bids toward Scowtt's predicted value using a custom conversion goal. Do this after the Scowtt Conversion Value action appears in your account. The same setup applies to Search campaigns, as well as Performance Max and Demand Gen.
- Set up your Meta test campaignThe Meta pilot is an A/B test with the same budget and the same creative. The only difference between the two arms is the conversion signal. Your team sets this up during the Prepare stage, with guidance from Scowtt.
Optimization
- Recommended bid strategiesScowtt's signal works best with value-based bidding, where the ad platform bids toward the value of each conversion rather than the number of conversions.
- Learning periodsWhenever a campaign starts using a new conversion signal, the ad platform needs time to learn from it. This learning period is normal, and results often move around while it happens.
- When to change a thresholdThresholds aren't set once and forgotten. Your Scowtt team watches how campaigns respond and recommends changes when the signs point to it. Here's what they look for.