Comparing Bidding Tools: [24] vs. Google

[24] | August 22, 2017

We get asked all the time what makes [24]7 Predictive Search Bidding different from Google's AdWords Target CPA/ROAS and DoubleClick bidding solutions. There's no one answer to that—we do a lot of things differently. But we also work really well alongside Google's native tools and can help you make the most of your paid search budgets and Google's auction. We're all about helping you succeed in whatever way works best for your company.

High Frequency Bidding

While we don't like to brag, the truth is [24]7 Predictive Search Bidding is the only high frequency bidding solution on the market—automating bids up to 168 times per day. Accessing the millions of clicks we crunch across all our customer analytics daily helps predict the true value of every click so you don't overbid or underbid. We continuously monitor bidding behavior and campaign performance, and automatically adjust bids to help you make the most of your budget. [24] is super easy to use and even integrates with your existing campaign management systems (including Google AdWords and DoubleClick) so you can turbocharge your bidding without changing everything else. Plus, you get a dedicated account manager who can offer strategic guidance and expertise to help you reach your goals faster.


Google Bidding Solutions

Google handles bidding a little differently. They currently offer two solutions for managing paid search: Google AdWords Target CPA/Target ROAS, which is free, and DoubleClick, which at first glance appears to be a lower cost option than [24]

The question is which solution delivers the best value?

AdWords Smart Bidding
First let's look at AdWords, the world's largest paid advertising platform with its own tool advertisers can use to automate paid search bidding. AdWords Smart Bidding is “a subset of automated bid strategies that optimize for conversions or conversion value. Smart Bidding uses machine learning to optimize your bids to maximize conversions and conversion value across your campaign or bidding portfolio.” Two of their most popular strategies are Target CPA, which lets advertisers bid based on ideal cost per acquisition (CPA), and Target ROAS, which bids based on ideal return on ad spend (ROAS). Both strategies automate bidding based on the targets you set.

Here are five key ways [24]7 Predictive Search Bidding and Google AdWords Target CPA/Target ROAS are different:

1. You're in the know.

With [24] you get total transparency—we're independent, platform agnostic, and you can always see conversions, revenues, and bid adjustments. With AdWords Target CPA bid changes aren't logged so you don't even know what you're bidding.

2. Big Data, big difference.

[24] gives you access to our entire pool of data, which increases accuracy and provides multiple fallback methods for keywords without a lot of data. Google AdWords uses a rolling one to two week data history for bid predictions, making it harder to optimize bids based on things like longtail keywords (with sparse data) and keywords with purchase cycles longer than two weeks.

3. Freedom to choose.

With [24], you decide which modifiers to use because you understand your business best. Google AdWords uses averages and won't let you opt out of modifiers or dimensions—which means when sales, holidays, or other "outlier" dates arise, you may run into problems.

4. We've got your back.

Sure, Google is a household name—but do they know your name? With [24], you get a dedicated account manager who's there to help you make the most of your paid search bidding. We'll monitor your campaign and help you boost efficiency to maximize your ROI.

5. Proven to outperform, period.

[24] outperforms Google AdWords in head-to-head tests, delivering 20-30 percent uplift compared to 10 percent. At the end of the day, that's what really counts.


DoubleClick: Key Differences Next, let's look at DoubleClick Search (DS3), which automates paid search bidding across different search engines including Google, Bing Ads, and Yahoo!. DoubleClick is geared for larger clients and agencies and involves a percentage of spend fee. DoubleClick Search Smart Bidding strategies "can find the optimal bid adjustment for your conversion or revenue goals because they use the same historical performance data to set the base bid and to adjust the bids for specific devices and targets."

Here are five ways we differ from DoubleClick Search Smart Bidding:

1. More bids, more wins.

[24]'s automated high frequency bidding engine updates bids for each and every keyword 168 times per day. DoubleClick makes bulk bid updates three times per day.

2. Get granular.

With [24], you can target audiences based on information like age, gender, location, and device. Optimizing across multiple dimensions is more precise, giving you a better chance of success.

3. Strategic team.

If your goals change, we can help you get there. While recent tests showed DoubleClick was unable to adapt to changing targets, with [24] it's easy to forecast and adjust on the fly. Plus, we'll help you find the best strategy and practices to reach your goals. We win when you win.

4. No hidden agenda.

With [24] you know we're on your side. We make money by helping you make the most of Google's auction.

5. The numbers don't lie.

Results count the most. In the most recent tests, [24] drives a 35 percent lift over DoubleClick.

Real World Success

In over 35 tests against competing solutions, [24] consistently outperforms and outshines with an average overall uplift of 27 percent. But don't take our word for it—earlier this year a leading telecommunications company and their global search marketing agency ran two A/B tests to see how [24] compared to DoubleClick. The result? They achieved over 22% uplift with [24]7 Predictive Search Bidding.


Big Results With Google you can choose a low-cost or no-cost solution, but they won't give you a whole lot of options or personal attention. With [24], you get predictive high frequency bidding, total transparency, plus deep data and the ability to forecast and adapt your goals at any time. Best of all you get a partner who will help you succeed and get the most bang for your paid search buck. That's the [24] difference.

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