![]() ![]() Switch on Enhanced CPC and compare to the baseline.Gather baseline data: what’s a good CPC, conversion volume and return on ad spend.The stair-step approach to biddingīefore I go through each of the relevant bidding strategies, I want to share my approach to bidding if you’re just getting started. So don’t let Google trick you in overpaying and read up on the different bidding strategies. If it is accurate, a lot of advertisers are paying way too much for their clicks, which probably results in low returns. Google claims that 70% of all advertisers use automated bidding, a number that seems very high to me. You need to trust Google, but at the same time, my experience has shown that some of these automated bidding strategies cause advertisers to overpay for clicks. ![]() ![]() The algorithms do all the work, but you don’t know how they work, which auctions you are participating as well as how you are bidding. The biggest downside is that you give up control to Google. So automated bid strategies can be worth it, but using them comes at a cost. It’s a bit of a black box, but as a human competing with the algorithm, I have a hard time considering all the variables for every click. An algorithm can look at the value of a specific click, consider its parameters and then work backward to get more or less of these clicks. To me, the biggest advantage is the ability to look beyond the actual conversion for every single click. It considers a lot of data points besides the conversion numbers: user information, device type, time of day, geography, operating system, day of the week, etc. It takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Here is how Google defines automated bidding: They give you ultimate control over your max CPCs on the ad group, product group or, keyword level.Īutomated bidding strategies in Google Ads use algorithms to process the data and adjust your bids. The examples above all are pretty straight forward, it’s up to you as the advertiser to look at the data, interpret it and make a decision. Since you’ll have campaigns in your account with different objectives, you will have different bidding strategies. In another campaign, you might look at the Search impression share to decide how to change your bid. If you’re launching a new campaign, you might set your max CPCs to an arbitrary value of $0.5, just to see what happens. If you decide whether or not to increase the max CPC of a keyword-based on conversion data from the last week, that is your bid strategy. Let me give a couple of examples to clarify. Measuring the performance of your bid strategiesĪ bid strategy in Google Ads is how you decide how much you’re willing to pay for a click. ![]()
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