Google Ads Bidding Guide Part Two: Automated Bidding


google ads automated bid strategies graphic by sales & marketing technologies

September 8, 2020

 
For advertisers that want a bid strategy that’s less “hands-on” than manual bidding, Google Ads offers automated bidding. As a quick reminder, a bid strategy controls how you pay for users to interact with your ads and your bid limit is the most you’ll pay per click for ads in an ad group.
 
It’s essential to select a bid strategy that best matches your campaign’s goal to avoid wasting money and time. While manual CPC bidding offers the most control, it does require more time and attention since you’re responsible for monitoring and adjusting bids. Automated bidding and smart bidding makes it easier for new or time-strapped advertisers to manage their campaign.
 
Let’s take a closer look at Google Ads’ automation options so you can see which bid strategy is right for your campaign.

Automated Bidding

There are a variety of automated bid strategies, each one designed to achieve a specific goal. It’s important to note that automated bid strategies vary in availability which we detail below so you know when you can use them.

Maximize Clicks

Increases site visits by automatically setting your bids to help get as many clicks as possible within your budget.
 
Availability: As a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns.

Target Impression Share

Increases visibility by automatically setting bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results.
 
Availability: Search Network only, as either a standard strategy in a single campaign, or portfolio bid strategy across multiple campaigns.

Smart Bidding

Smart bidding is a subset of automated bid strategies that uses machine learning to optimize for conversions or conversion value in every auction, a feature known as “auction-time bidding.”
 
According to Google Ads, smart bidding offers four key benefits:
 
  • Advanced machine learning
  • Wide range of contextual signals
  • Flexible performance controls
  • Transparent performance reporting
Here are five types of smart bid strategies to achieve different goals.

Target CPA

Generates more conversions with your target CPA (cost-per-action). Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-action you set. However, some conversions may cost more or less than your target.
 
Availability: As a standard strategy in a single campaign or a portfolio strategy across multiple campaigns.

Target ROAS

Meets a target 'return on ad spend' (ROAS) when you value each conversion differently. It automatically sets bids to help get as much conversion value as possible at the target ROAS you set. Some conversions may have a higher or lower return than your target.
 
Availability: As a standard strategy for a single campaign or a portfolio strategy across multiple campaigns.

Maximize Conversions

Generates more conversions by automatically setting bids to help get the most conversions for your campaign while spending your budget.
 
Availability: Only Search campaigns.

Maximize Conversion Value

Generates more conversion value by automatically setting bids to help get the most conversion value for your campaign while spending your budget.
 
Availability: Only Search campaigns.

Enhanced CPC

Helps get more conversions from manual bidding. Enhanced CPC (cost-per-click) works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.
 
Availability: Search Network and Display Network, but not for app installs campaigns. It’s available as an optional feature when using manual CPC bidding or as a portfolio bid strategy.

Get More Out of Google Ads

Selecting an automated bid strategy that will work best for your campaign is crucial for getting a greater return on your investment. However, not every business has the in-house resources to effectively set up and manage Google Ads. That’s where partnering with a digital marketing agency can help your business get more out of Google Ads.
 
Sales & Marketing Technologies offers Google Ads set up, management, and optimization services so your business can reap the numerous benefits of PPC advertising. Call 407.682.2222 or contact us below to schedule a free 30-minute consultation!

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