About Adobe Advertising Search, Social, & Commerce
Adobe is the market and technology leader in customer experience solutions. Adobe Advertising simplifies the delivery of advertising campaigns cross-channel for brand and performance campaign management across any screen, in any format. Adobe Advertising consists of three sub-solutions: Advertising Search, Social, & Commerce for search, shopping, social, audience network, and performance max channels; Advertising DSP (Demand Side Platform) for display channels; and Advertising Creative for creating end-user experiences for your display ads.
As part of Adobe Advertising, Advertising Search, Social, & Commerce combines best-of-breed portfolio-based ad management with intelligent campaign forecasting and targeted ad delivery for data-optimized advertising.
AI-driven technology for ad optimization
Search, Social, & Commerce automates and optimizes bid and budget management for ad campaigns across ad networks within the boundaries of an advertiser’s business objectives, metrics, budget, and other business constraints. It tracks the click, cost, and conversion history for each of an advertiser’s keywords and ads, as well as information about the bid landscape on each marketing channel. Using a portfolio theory approach, the optimization capability compares all possible allocations of your budget across an entire portfolio of campaigns to determine the bids and campaign budgets that will yield the highest possible return on ad spend, and it executes the bids, budgets, and bid strategy targets accordingly. The optimization capability constantly monitors an advertiser’s keywords and ads, dynamically adjusting bids, budgets, and targets as the marketplace changes.
Multiple types of optimization are available, allowing Search, Social, & Commerce and the ad network varying degrees of control over bid optimization. Depending on the optimization type, you can optimize your portfolios using conversions tracked by Adobe Advertising, Adobe Analytics, Google Ads, Google Analytics, or other first-party enterprise feeds.
Depending on your role, you may be able to view portfolio performance simulations, which use predictive modeling to identify your optimal spend point, and detailed forecast accuracy reports. All users can use the Spend Recommendation Tool to identify the optimal budget distribution across portfolios.
For more information, see the Portfolios chapter in the Optimization Guide, which is available within Search, Social, & Commerce.
The advertising management interface
Search, Social, & Commerce provides comprehensive campaign management, optimization, tracking, and reporting across your ad networks. In the ad management views, you can:
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Campaign management: Sync your ad accounts for supported ad networks, and then set up and manage many campaign types manually, using bulksheets, and automatically using inventory data feeds.
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Optimization: Group your campaigns and ad sets into different types of portfolios for optimization. Use portfolio simulations to predict the impact of changes to the spending strategy and other portfolio settings.
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Campaign tracking: Set up access to other ad campaigns for which you want to only track and report. This may include uploading campaign data and metrics.
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報告：透過效能資料檢視和詳細的、可自訂的報告，監控及分析您的產品組合和您正在追蹤的任何其他行銷活動的效能。 您可以在資料檢視和報告中包含來自Adobe Analytics、Google Ads、Google Analytics和其他第一方企業摘要的轉換量度。
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設定各種效能資料檢視，以最佳方式檢視您認為重要的效能資料。
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使用報表範本和試算表摘要來自動化報表製作。
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針對產品組合，規範性深入分析還提供可用於改善效能的視覺化可操作資料。
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如需支援不同廣告網路和廣告型別的詳細資訊，請參閱支援的詳細目錄。
與Adobe CX Enterprise解決方案和服務整合
Adobe Analytics和Adobe Audience Manager的原生整合可讓您連線資料和對象區段，以用於廣告目標定位、Google Ads對象建立、最佳化和報告/分析。
如需關於與這些和其他Adobe產品整合的詳細資訊，請參閱與Adobe CX Enterprise解決方案和服務整合。
轉換追蹤
Adobe Advertising可選擇提供專屬的畫素型轉換追蹤服務，以追蹤連結至您網站的廣告的線上轉換。 當您使用畫素追蹤服務時，Adobe Advertising會追蹤您廣告上的點按次數，以及在網站上產生的交易/轉換，將每個點按和曝光的順序準確地對應至轉換。 您可以將追蹤的轉換用於競標和預算最佳化。
此服務可讓您針對導致轉換的事件，最佳化成不同的資料歸因規則（例如將轉換歸因到最後一個相關事件，或進一步加權最後一個事件）。 它也能讓您存取進階報表，這些報表可用來改善轉換率、顯示點按協助並分析一週中的某天與當天趨勢。
如需追蹤的詳細資訊，請參閱「追蹤」一章。