Post by account_disabled on Jan 22, 2024 23:18:20 GMT -5
Choosing the right bidding strategy is the key to smart budget allocation. And here sometimes you have to act by trial and error. How to avoid the latter, says Daria Melnikova, Middle PPC-Manager of the performance marketing agency iProspect . She described the features of the strategies and shared a simple algorithm that will help you choose the optimal approach. Reading time 8 minutes Manual bid management strategy Automatic bid management strategies Target CPA Target ROAS Maximum number of clicks Maximum conversions Maximum conversion value Target impression share Viewable CPM Conclusions: So which strategy is better? “He's two steps ahead of you.
That Fax Lists means you have to beat him by three." - Harvey Spector Let's first look at what strategies Google Ads offers. And then we’ll move on to advice on which strategy is best to choose. Globally, Google Ads distinguishes between two types of strategies: manual and automatic: Types of bidding strategies Manual bid management strategy The name of this strategy speaks for itself. By selecting it, we can set bids manually - not only at the ad group level, but also at the level of each keyword. It is important to remember that the priority is the bid at the key phrase level. That is, if at the group level a bid of 2 UAH is set, and for a key phrase - 4 UAH, then a bid of 4 UAH will be triggered for the key phrase.
In our experience, it is better to assign a manual bid management strategy in the following cases. In fine tuning. For example, when we are dealing with branded keywords. For each brand, they have a high priority in product recognition. If the desired keyword has a lower display position than we would like, we simply increase the bid on it manually. When redistributing the budget to ad groups or keywords - so as not to include them in a separate advertising campaign. Get a high quality score on your first launch. For example, at the very start of the campaign, set bids 30% higher than recommended by Google Ads. Otherwise, the system may reduce the quality indicator to 2-3.
That Fax Lists means you have to beat him by three." - Harvey Spector Let's first look at what strategies Google Ads offers. And then we’ll move on to advice on which strategy is best to choose. Globally, Google Ads distinguishes between two types of strategies: manual and automatic: Types of bidding strategies Manual bid management strategy The name of this strategy speaks for itself. By selecting it, we can set bids manually - not only at the ad group level, but also at the level of each keyword. It is important to remember that the priority is the bid at the key phrase level. That is, if at the group level a bid of 2 UAH is set, and for a key phrase - 4 UAH, then a bid of 4 UAH will be triggered for the key phrase.
In our experience, it is better to assign a manual bid management strategy in the following cases. In fine tuning. For example, when we are dealing with branded keywords. For each brand, they have a high priority in product recognition. If the desired keyword has a lower display position than we would like, we simply increase the bid on it manually. When redistributing the budget to ad groups or keywords - so as not to include them in a separate advertising campaign. Get a high quality score on your first launch. For example, at the very start of the campaign, set bids 30% higher than recommended by Google Ads. Otherwise, the system may reduce the quality indicator to 2-3.