6 Smart Bidding Tips which Will Take Your Google Ads to the Next Level of business (with less than no time!)
Over a past couple of years, people have shortened the amount of time they spend in Google Ads (formerlyAdWords) by 75%, and the results they are achieving has become continually improving.
Google’s automated ‘Smart Bidding’ is not a new feature. Enhanced Cost Per Click (CPC) has been there since a few years, and as a result of a skeptical review to start, the real capability of Smart Bidding is what the marketers have just begun to grasp on and utilize it. This is something that has just freshly started captivating marketers.
And this doesn’t stop here.
Google has presented seven different Automated Bid Strategies that you can choose from — and this is only on the Search Network. Includes any future campaign types and updates, Shopping, App & Display, and video (YouTube). Automated Strategies are setting up themselves in making its default across any Google product.
This is how any type of automated bid strategy works:
Enhancing Cost Per Click(ECPC): It will automatically tailor your bids (up or down) relying upon conversion is likely or unlikely. They also have a semi-automated version in this under ‘Manual CPC’ that you can permit by confirming the ‘Enhanced CPC’ checkbox.
Maximizing Conversions: This can be done by with no support about the Cost Per Conversion, which will automatically set your bids to gain as many conversions as possible within one’s campaign’s budget.
Targeting Cost Per Acquisition (TCPA): Setting your bids to automatically get as many conversions as possible within one’s CPA goal, that is with no target on the volume of conversions.
Target ROAS: Setting the bids to get as much e-commerce revenue as possible within one’s target.
Targeting Search Page Location: Targeting your ad on the top of search results otherwise on the 1st page.
Target Outranking Share: Automatically outbidding with your competitors in order to meet the goal onto appear higher than their ads.
Maximize Clicks: Automatically achieving the most number of clicks as possible within a specific budget.
Avoiding Common mistakes with Smart Bidding
Using a wrong strategy with the automation, it could become a fast and easy way to send out all of your ad budgets and have absolutely nothing in return… to be honest, I have seen many of them losing it a couple of times, it’s like learning a lesson each time.
Before anything else, and sooner than your automated campaigns spend out any more money, let’s get this started.
Tip #1: Don’t try your Luck while trying with your Target CPA (TCPA)
If you are trying to automate most of your campaigns and get awesome results, right away; To be frank it’s impossible.
Here are a few steps that I would suggest you do:
Step 1: As you are changing the settings try to implement the Target CPA of $15 or what exactly it suggests in the Google interface.
Step 2: Once you have got the complete months’ worth of data and your campaigns are performing exactly the way you wanted them to be (around $15 CPA), now try lowering the target by around 5% – 10% and not more than that. Maybe you could knock it off to $14 and definitely not below that.
Step 3: It is very important to monitor closely. Monitoring the performance of the changes every month or re-evaluate campaign performance –One will see the optimizations both over-perform and under-perform.
Step 4: If your Target CPA/ROAS optimization is not working, then you have definitely committed a mistake in this very list; may be a big change to the campaign that has caused a push back onto the learning phase.
Don’t try your luck. Allow Google to get comfy with the goal and then slowly push it down/up from there.
Tip #2: Stop Focusing on a Metric That’sNot Your Goal
One or more to do with the marketer is looking at the wrong metrics. If you aren’t completely aware of how automation works, then you are likely looking at metrics, for instance, your Average Cost Per Click (CPC), the Impression Share of every campaign along with the Average Position with which your ads are displaying in.
Keep faith in your automated strategy to perform. Conversions are your goal, so use it as your metric will matter.
Tip #3: Be Patient and Take Time to Learn
You will definitely require a huge amount of patience while applying automated bidding strategies.
When we try with new things, there is something with Google called a ‘learning period’ whenever you make a significant campaign change.
Just allow your campaigns to stay alone until they come out of the learning period. Any changes you do just reset your data, or will you lose out on many things with Google while trying to spend time and do your homework for you.
Tip #4: Don’t try to Overlook the High Conversion Delay while Analysing Performance
As you are comparing the performance of an automated campaign, it might not look as strong as you expected because few of them who clicked your ad is not converted yet. These conversions will surely come later, just because your spent is fully reported, it might show that you have very few conversions, a higher CPA, or the campaigns are just not profitable.
Tip #5: Think about Campaign Budget Headroom or Accelerating Budget
Limiting your campaign budget may cost you conversions, at a cheaper price, maybe this sounds stupid, but just give it a try.
Keep your campaigns on a Standard delivery method to start off with, and give each campaign a small breathing space to test their bidding strategies.
Tip #6: Avoid Making Continuous&Major Changes to Campaigns
I Let me explain it to you in simple words — Every single time you try out a major change to the campaign, you are resetting the learning period and starting it back from day 1.
Changing the bid strategy settings very often will delay the learning period and stop Google from accurately adjusting bids in meeting your targets/goals, so just sit back tight and please be patient with your optimizations and Google’s smart Artificial Intelligence.
To wrap up things, it’s all in having faith with your automated strategy and off course yourself. If you think you set out well and its perfect with the data and clear strategy, you don’t have to keep making changes to your campaigns, altering the budgets or continuously having a check with your results; Things will change and will help you head in the right direction. All the Best!