Over the last few years, it has been seen that the advertisers have reduced the amount of time they spent on Google Ads for about 75% and still the results are better than before. But how is this possible? Obviously, a great strategy combined with the wise use of automation is what gets you going.
Well, what do you mean by “automation”? Here, we mean Smart Bidding. Google’s automated Smart Bidding is not a new feature. CPC has been there for many years and after some skeptical reviews, the actual capability of Smart Bidding is what marketers are not just starting to grasp and use. It is something which has recently started to win over the marketers.
So here we bring the top 4 Smart Bidding Tips that can take your Google Ads to another level. Check them out:
Try to be patient and learn slowly
There is, in fact, a huge element of patients involved in auto bidding strategies. But as we do with new things, Google also goes through the learning phase whenever you make a campaign change. One of the biggest errors that many marketers make is to end the automated test much before Google has had the chance to learn what it should do. It is this simple- Google needs 5-7 days to learn the best use of your budget and then it goes out of the testing period and lands into the optimization mode. So, patience is the key to grow and expand your ads for the long run.
Don’t try your luck when dropping your target CPA
Let’s get started with the basics here. Google’s automation works in like “I am looking at the past 30 days data but ignoring last 7 days”. knowing this, it is important that whatever you ask the campaigns to achieve with your target ROAS or CPA campaign settings is in line with what Google knows how to do.
Machine Learning also works in a similar way. In simple words, it actually learns from what is working and what is not and then it uses such learning to run the campaigns. Say for example if you are getting $15 CPA consistently for past month and you ask Google for pushing for a target of $5 CPA, you are in for some bad time then. So you want to make the most out of your automated campaigns? Google can cope up with optimizing its own performance.
Here is a step by step way of what you should do-
- Implement Target CPA of $15 or what it suggests in Google Interface while you change the settings.
- Once you have a month’s worth of data and the campaign performs in the way you like it to be, reduce the target by 5%, no more than 10%.
- Monitor the performance of the change after a month or so and reevaluate the campaign performance.
- If your target CPA optimization is not working, you have committed some error.
Use ad extensions
Ad extensions are the extra bits of information about your work/business like the call button, phone number, link to some page or address and can improve the click-throughs by making it easy for customers to know about your business.
Mostly the advertisers know that ad extensions permit showing extra details in your AdWords ads but a few know how to use them properly. Ad extensions are strong enough to improve your CTR, improve your conversion rate and lower down the CPA or cost per acquisition.
Apart from this, ad extensions further highlight the features, benefits and other specs of the product.
Here are the different types of ad extensions-
Call extension- this extension shows your business contact details like the phone number in the ad to make it easy for people to contact you.
Review extension- This particular extension allows the third party to review your advertisements like as user ratings, thus making them more trustworthy.
Location extension- This shows the address, phone number, and map that highlights your location to the customers, making it easy for them to reach you.
Callout extension- you can add more information to the ads to make them stand out from the rest.
App extension- App extensions help in promoting your apps across different devices like tablet, Smartphones, and desktop.
Sitelink extension- This extension shows extra links to your site below the ad copy. By generating useful clicks, they can take people to pages on the site that are targeted thus generating new business.
Avoid making major changes in your campaigns
Saving the most important for the last, this is the important one. So each time you make any considerable change to your campaign, you basically reset the learning phase and start from day 1.
Always remember that the learning status shows that AdWords is collecting performance data that it uses to optimize the bids so in case you hover over the bubble on your campaign and it highlights ‘learning’, you have:
- Just created the strategy
- Changed daily budget or shared budget- either of one at a time
- Changed setting from the conversion tab i.e. the conversion action setting or conversion setting
- Changed campaigns, keywords or ad groups related to bidding strategy and this includes adding and deleting keywords or ad groups
So, these are the top Smart Bidding tips you must keep in mind and use to take your Google ads to another level.