![]() With the emphasis on consolidation to achieve a modern search structure going hand in hand with automation. This means the bid will fluctuate based on changes in competitor bidding to ensure the desired impression share is met.Ĭampaign structure is also fundamental to maximising performance. Target impression share is the obvious choice to maximise visibility, the bid strategy automatically sets bids with the goal of showing your ad on the absolute top-of-page, top-of-page, or anywhere on the search results page, depending on the percentage impression share chosen. This has only increased in importance over the years with increasing mobile sessions, and the visibility on a smaller mobile screen being harder to come by. ![]() It’s often vital to maintain the top spot in the SERP for key pure brand terms, not allowing a competitor or re-seller ad to dominate. Understandably, as this is not only highly likely to be the most efficient and profitable, but also it’s fundamental to protect your brand image. You might be asked to maximise pure brand visibility. When it comes to pure brand activity, automation might not always be the best option. Understanding the best bid strategy for your objectives ![]() Below are the smart bid strategies currently available in Google Ads: We’ve seen incredible results and there’s undoubtedly a time and a place to use a range of bid strategies. It also factors in a wide range of auction-time signals including device, location, time of day, language and operating system to capture the unique context of every search.” – Google Support Answers Conversion-based bidding is powered by auction-time technology, optimising bids with precision on actual search queries for each and every auction. “Google Ads automated bidding takes much of the heavy lifting and guesswork out of setting bids to meet your performance goals. Successful testing of these new features and smart bidding, which Google convincingly describes as ‘the power of automated bidding’, have made it hugely compelling to make the full transition. Google has certainly been promoting automation, not just through bid strategies, but also through Dynamic Search Ads, Responsive Search Ads & Performance Max, to name a few. Use the Maximize conversion value strategy without a target if your goal is to drive as much conversion value as possible within a set budget.With huge advances in automation, it’s no surprise that marketers are rapidly switching over to automated bidding completely in PPC, but is this always the best approach or is there an argument for ‘old-school’ manual bidding?.Set a target ROAS using the Maximize conversion value strategy if your goal is to achieve a desired ROAS across your campaign or portfolio of campaigns.On average, advertisers that switch their bid strategy from having a target CPA to a target ROAS can see 14% more conversion value at a similar return on ad spend. Since some conversions are worth more than others, we recommend that you report revenue or values associated with those conversions and then use a Maximize conversion value bid strategy and set a target ROAS (return on ad spend). Optimize your ROI with Maximize conversion value or by setting a target ROAS While it may not offer the full power of automated bidding like some other strategies, it can work with bids that you set yourself. Enhanced CPC isn’t included here, but it can be used if you have specific reasons for setting manual bids and still want to take advantage of some degree of auction-time bidding.
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