About Google Ads Automated Bidding
The Google Ads Automated Bidding strategy is a form of strategy that is designed based on an individual/company’s campaign goals. What happens in this is that Google automatically sets an amount for bid wholly based on the idea that their advertisement will result in conversions and clicks. The process involves analyzing a user’s operating system, device, demographics, location, and the time of the day when they are searching.
By implying the automating bids in your business strategy there is no need to update the bids for ads or keywords manually. The bids are set automatically and are also different for each unique auction.
The term “Smart Bidding” is linked with automated bidding and some even confuse the two terms as being the same, but it is not in practice. Smart Bidding refers to a simple bidding category that only includes conversion-based strategies.
This type of bidding learning uses machine learning to maximize the conversion results by analyzing and tracking the data signals based on every click and search.
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7 Types Of Automated Bidding Strategies
Here is a list of the seven types of automated bidding strategies that are available out there:
Target Return On Ad Spend (ROAS)
The Target ROAS auto-sets the bids to help a business in receiving as much conversion value as possible at a set ROAS. The same conversions may have a lower or higher return than what the target was set. The Target ROAS is a basic and standard strategy aimed at individual campaigns.
This form of strategy is best used when one wants to focus their efforts on driving the highest form of value conversions as compared to receiving the highest number of conversions.
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Target Outranking Share
By implementing this form of strategy one can choose the domain of another advertiser that they want to originally outrank in positionings of ad and how often they would want to outrank it. Google then automatically sets up the search bids to help in meeting a set objective. This type of automated bidding strategy is only available in the form of a portfolio bidding strategy.
This form of strategy is best for adapting when there’s a specific competitor that you want to outrank.
Target Cost-Per-Acquisition (CPA)
The Target CPA allows for control over the automated bidding. By implementing this strategy, Google automatically sets Display or Search bids to help a business receive as many conversions as possible at a company’s set Target CPA. Some of the conversions may cost less or more than the target.
This strategy is best used when one has established a CPA that they surely know can spend in order to acquire a customer while maintaining a form of profit.
Target Search Page Location
The Target Search page location sets bids automatically to increase the chances that a company’s ads appear on the first page when a Google Search is made. It makes sure that the advertisement appears in the top rankings. It is also only available as a portfolio bid strategy on the search network.
When one wants their ad to appear at the top while a Google Search is performed then they can opt for this auto-bidding strategy.
Enhanced Cost-Per-Click (ECPC)
With Enhanced Cost Per Click, Google usually automatically adjusts the manual bids to help a business in generating more leads and conversions while still trying to achieve the same CPC. The ECPC is available as an additional feature when already using Manual CPC bidding or even a portfolio bid strategy.
This is best performed if one is using a manual type of bidding strategy but they still wants to take full advantage of an automated form of bidding.
This type of strategy automatically sets up bids that help in receiving the most conversions for a different forms of campaigns while spending the entire budget.
With this form of strategy, Google optimizes for a very higher volume of conversions. The maximize conversion strategy is available as a basic and standard form of strategy for individual forms of campaigns, but not in the form of a portfolio form of bid strategy.
This is best for companies who have a large form of budget and want to automate and get more conversions.
The strategy of maximizing clicks goal is to increase the number of visitors to a business’s site. The strategy then automatically sets up bids to help one maximize the clicks that the site receives within the budget that they have set.
This strategy is also in the form of a basic strategy that is a single portfolio bid strategy and runs across multiple ad groups, keywords, and ad campaigns. This form of strategy should be applied when one has a solid form of conversion strategy.
To Wrap It Up!
Google’s automated form of bidding presents a great prospect of saving time that is otherwise spent on setting bids manually for getting more clicks, conversions, or whatever the intended goal might be.
Thank you for reading up till here. I hope you found the information useful. Let me know in the comments your thoughts on the same.