We identified no less than 49 factors that determine LTV and the first step of implementing this strategy was to ensure data integration with our bid management platform Search Ads 360 (SA360). We used API connections from the client’s data housed in Adobe to ensure we were tracking sales volumes, taking into consideration LTV for each of these sales.
With this data being fed into SA360 on a real-time basis, we could consistently see LTV at keyword level which informed our optimisation decisions. We also adopted Auction Time Bidding in SA360 to take additional contextual audience signals into consideration and utilise the functionality which sets bids at the time of every auction entered.