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Should I change my account structure if I use Smart Bidding?

Should I change my account structure if I use Smart Bidding?

The answer in no.

If you switch campaigns to Smart Bidding, continue to use the account structure most suited to your business targets and goals.

Smart Bidding is a subset of automated bid strategies using machine learning and contextual signals to optimise bids, conversions and conversion value in each and every auction.
Top signals include: Device type, Location, Day of week, Time of day and Keywords.
This means that Google’s machine learning already knows and learnt what to expect from your historical performance.

Top signal report
Select your campaign and click the link associated with your ‘Bid strategy type’ to view your Bid strategy report.

Look for signals in green, these are more likely to convert, while signals in red are less likely to convert.

The report might also include combinations of different signals.

What matters the most if you switch to Smart Bidding
Make sure your conversion tracking is properly set up for your conversion targets and goals.

TOOLS & SETTINGS > Conversions > + Conversion.
Note: When creating a new campaign, if you don’t already have conversion tracking set up, you’ll now see the option to create a conversion action.

By default, conversion tracking will be configured with settings based on your goal. Setting up conversion tracking during the campaign creation process saves you time, and it ensures conversion tracking is set up immediately.

Close variants
When you use Smart Bidding, the learning machine may struggle to understand close variants. Close variants allow keywords to match to similar searches, but not necessarily identical, to the targeted keyword. 

As a result of this, the machine learning may assign same, lower or higher bids to close variants keywords.

However, your selected keywords (underlying keywords), and the close variants may have different conversion values to you, and the machine learning’s bids do not always reflect those values.

Script to resolve close variants bad performance
Use a Google Ads script to automatically add negative keywords for close variants that are straying too far from the underlying keyword or that simply have awful performance compared to the underlying keyword.
A great script from Frederick Vallaeys –

Match the Smart Bidding strategy to your campaign’s target
Each Smart Bidding strategy supports different marketing and business goals, there’s no one size fits all bidding strategy, and each strategy has its own pros and cons.

Match the strategy according to your campaign’s target or what worked for you.

Some campaigns may perform well with Maximise conversions with a Target CPA – Cost per acquisition (Optional), or with Maximize Conversion Value with a Target return on ad spend (Optional), or with Maximise clicks.

Extract from my Book ‘Making Google Ads Work’.

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