There are seven automated PPC bidding strategies from Google that help advertisers reach a variety of business goals with minimal work. Three of these are based on Smart Bidding, a mechanism whereby Google uses machine learning to predict which clicks are most likely to drive conversions and conversion values.
These can be highly effective for advertisers, but there are seven (7) important pitfalls to avoid when considering switching onto these strategies.
For automated bidding strategies to really excel, there should be a substantial amount of historical conversion data available in the account. For example:
eCPC – Requires around 15 conversions in the last 30 days for this to be most effective
Target CPA – Google recommends 30-100 conversions in the last 30 days
Target ROAS – Requires 50-150 conversions in the last 30 days
It’s very much possible for your current ads for keywords in your account to be showing less than 10% of the time. With automatic bidding, you can’t selectively choose to increase individual bids on terms that are absolutely core to your product or service.
Which types of conversion actions are currently being tracked? This is important to know before allowing machine learning to take the reigns and drive performance in a desirable direction. On this same note, it’s also wise to revisit conversion windows before making the switch to an automated bidding strategy.
It works best to optimise towards realistic goals so one pitfall to avoid is to target goals that have been achieved before. Targets need to be established and unfortunately, this is not always possible for campaigns of short duration.
Bidding strategies learn best across normal, stable conditions. This means try to avoid changing to new strategies during peak periods such as Easter & Black Friday.
People must first see your ads before your business can start growing exponentially from the ground up through paid search channels. Automated bidding again restricts the ability for us to lift bids on those critical keywords which could leave ads at the bottom of the page.
Expensive bids can easily be avoided with a more manual approach as it is a great insight into how Google will manage and run your account when you hand over this control through an automated bidding strategy.
Most advertisers prefer to use manual bidding as their bidding strategy for greater levels of control and management. This would be strongly recommended for any campaign that is being reworked due to underperformance or when creating new campaigns too. Enabling Google’s machine learning to take over your account results can provide great learnings & results but be prepared for the rise in costs and budget required.
However, automated bid strategies can be utilised in highly effective ways for particularly smaller businesses. Working towards a certain Cost Per Acquisition (CPA) enables many of these businesses to operate at cost-efficient levels with somewhat limited budgets.
Are you tired of putting hours of hard work into your PPC campaigns and generating very little results? Are you looking for a way to generate high-quality, business-ready leads while utilising best practice through your PPC campaign? Book your consultation today and we’ll take all your PPC worries away.
Having been born in the Netherlands, Oscar then lived and grew up in New Zealand before making the leap across the lake to Australia. Oscar's career in digital was kickstarted a few years back when he competed in the Google Online Marketing Challenge - having now worked for many different prominent Australian tech businesses.
PPC & SEO run through Oscar's blood having his finger on the pulse of all things social, SEM and digital strategy. Oscar doesn't spend all his time only chasing 1 passion, he is also an avid traveller, Soccer fanatic, surfer and has a record collection at home that is one to definitely boast about.
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