Over 80% of Google Ads users use automatic bidding as part of their strategy. The Smart Bidding system allows you to optimize bidding in real time and helps you save management time. But to get the most out of it, there are several important aspects you need to consider. In this article we tell you What is Smart Bidding and 6 tips to optimize your results with automated Google Ads bidding.
What is smart bidding and what is it used for?
Bid optimization is one of the keys to success in Google Ads. The bids you choose directly influence the visibility of your ads and therefore the results of your campaigns. If you don’t watch bids closely, you risk spending too much of your budget on the wrong words and missing out on valuable opportunities to drive conversions and revenue.
But when Google Ads campaigns grow, it’s very difficult to manage your bids by hand, especially if you want to optimize things like match type, device, and location. Since auctions are dynamic, the appropriate bid varies from time to time. This is why most marketers rely on automated bidding solutions, which allows them to optimize every element and keyword, saving time that can be reinvested in other aspects. important to your strategy.
Smart Auctions is a Google Ads solution that helps advertisers set automatic bids based on performance goals using a series of machine learning-based strategies. The system sets precise bids for each auction to get more conversions more efficiently.
Key features of Smart Bidding are real-time bidding on every auction, query-level adaptive learning, and rich, cross-device user signal analysis.
6 Tips to Improve Your Results with Google Ads Smart Bidding Strategies
1) Use auctions at auction time
With bids set at auction, Google Ads uses the best data available to set the most appropriate bid at auction.
To adjust automatic bids, Smart Bidding makes decisions for each auction in particular and takes into account more The factors than those available with standard bid adjustments, such as:
- The user’s specific query (manual bids can only be set at the keyword level).
- The number of words in the search.
- The match type of the keyword.
- The user’s device and operating system.
- The browser.
- Time of day the request is made.
- The remarketing list the user is on.
- Ad creativity.
2) Set up conversion tracking
Conversion tracking is required to use conversion-based bidding.
To track conversions, the first step is to decide which metric you should track based on your Goals. Google Ads offers several options: set up conversion tracking on a website, track conversions from iOS and Android apps, track phone calls from an ad or website, and more. You can find more information about conversion tracking on this page.
3) Choose the right bidding strategy
To use Smart Bidding successfully, you need to choose the right objective for your Google Ads campaign. And in turn, it will depend on the your business goals. Let’s see it case by case:
- If your business objective is increase profits, you want your campaign to achieve the highest possible conversion value with a fixed budget or ROAS. The most appropriate Smart Bidding strategies to achieve this are Maximize the Value of Conversions or Target ROAS.
- If what you want is increase sales or leads, the objective of your campaign will be to maximize the number of conversions for a given budget or CPA. Therefore, your smart bidding strategies will be Maximize Conversions or Target CPA.
- If your goal is drive traffic to your website, you want your campaign to get as many clicks as possible for a given budget. You must choose the Maximize Clicks strategy.
- And if what you’re looking for is increase or maintain your notoriety, your campaign’s goal will be to show your ads in the desired placement and get a good share of impressions in the auction. To do this, your strategy will be Target Impression Share.
4) Adjust your account structure and settings
Google Ads recommends simplify your account structure, as smart bidding works on all account structures. In general, each campaign should be based on a objectivefollowing the recommendations that we explained in the previous point.
Another important recommendation is to prevent your campaign from being limited by the quotation: To get the most out of smart bidding strategies, Google Ads recommends that your daily budget be 20-30% more than your spend.
5) Try automatic bidding strategies
To find the smart bidding strategy that works best for your account, you will need to to discover. Take note of these recommendations from Google:
- Use experiments to test the performance of autobidding focused on a single key metric.
- Choose large campaigns to be able to experiment comfortably, because the more data available, the faster and more reliable the process will be.
- Start experimenting with goals that match your CPA or ROAS history.
6) Evaluate the results of your smart bidding strategy
To find out if your experiments are working, use the bidding strategy reportwhere you can see performance statistics related to your goals.
In order to correctly interpret these results, it is necessary to take into account the factor conversion latencyi.e. the time it takes for customers to convert after clicking on one of your ads.