On Brand campaigns, try the Target Impression Share strategy

On Brand campaigns, try the Target Impression Share strategy

Google Ads | Tutorials, Smart Bidding
Last week I audited 2 Google Ads accounts. I still see a mix of Smart and Manual Bidding strategies on both accounts. In one of my previous post, I discussed how important it is to determine whether all campaigns should be set up using a Smart Bidding approach, because conversions from Manual Bidding affect all Smart Bidding conversions as well. The Brand campaigns in these two accounts are using the Maximise Clicks and Maximise Conversions (Target CPA) strategies, respectively. As a result, the number of impressions may fall. The issue with a Maximise Clicks or Maximise Conversions (Target CPA) strategy…
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Should you use Smart Bidding on all your Google Ads campaigns?

Should you use Smart Bidding on all your Google Ads campaigns?

Google Ads | Tutorials, Smart Bidding
With Smart Bidding Google uses all conversion data. When I audit a new Google Ads account, I frequently find a mix of campaigns, some with Manual bidding and others with Smart Bidding. Even if an advertiser does not apply Smart Bidding on every campaign, Google will nevertheless use the same data to create the conversion-rate estimate for ads that use bid automation. As a result, it is critical to assess if all campaigns should be set up with a Smart Bidding approach, as conversions from Manual Bidding affect all Smart Bidding conversions as well. A typical example.
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What is Smart Bidding?

What is Smart Bidding?

Smart Bidding
Smart Bidding is a sub-set of automated bid strategies using machine learning and contextual signals to optimise bids, conversions and conversion value in every auction. Smart Bidding strategies can save you a lot of time, however, they rely on algorithms and data to recommend accordingly, and therefore results may differ from your initial goals. These Smart Bidding strategies are now available: - Maximise conversions with a Target CPA - Cost per acquisition (Optional) - Maximize Conversion Value with a Target return on ad spend (Optional) - Enhanced CPC (Cost per click) with the extension Optimise for conversion or Optimise for…
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Campaigns that do not meet the requirements

Campaigns that do not meet the requirements

Smart Bidding
Campaign with no conversions For campaigns with no conversions at all, it is better to test Maximise conversions with a Target CPA -  Cost per acquisition. In these campaigns, in order to drive more conversions, add new and more keywords and text different match types to extend your reach and demand. Campaign with only a few conversions If you have several campaigns with less than 30 conversions per month, consider merging these into one campaign, and apply the Maximise conversions with a Target CPA -  Cost per acquisition strategy to that campaign (no need to choose a portfolio bidding strategy). Alternatively,…
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Should I move my campaigns to Smart Bidding?

Should I move my campaigns to Smart Bidding?

Smart Bidding
Smart Bidding is a hot topic at the moment. Advertisers, PPC managers, and agencies are debating whether to move campaigns to Smart Bidding. Google's Machine learning has evolved its capabilities over the years, and now it can process 70 million signals in 100 milliseconds. The Smart Bidding algorithms look at different signals to optimise your bids, such as Device, Physical location, Location intent, Day of week and time of day, Remarketing list and many others. Google Ads evaluates how signals interact with each other. Source: Google. Smart Bidding is designed to maximise performance and to save time, while Manual bidding…
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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?

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…
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Bid strategies – Seasonality adjustments

Bid strategies – Seasonality adjustments

Smart Bidding
Seasonality adjustments is available from 3 September 2019 for Search and Display campaigns, but not for Video or App campaigns. It should be coming to Shopping campaigns later on the year. This advanced tool helps you optimise bids during upcoming events, for example, sales or promotions. Seasonality adjustments works well for short events and promotions, for example, 1–7 days. Smart Bidding already manages seasonal events, and therefore you should only use seasonality adjustments if you are expecting significant or major changes to conversion rates. Google says: With Seasonality adjustments, you can apply a predicted conversion rate adjustment and Smart Bidding…
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