Increase efficiency with automated bidding Flashcards
What are the key factors in automated bidding?
Performance - bids influence how visible your ads are, Auctions - moving a target that’s challenging to reach a scale when using manual bidding, User Journey Complexities - many signals influence behaviour e.g. location, time. device with automation these can be taken into account.
Benefits of google ads automated bidding?
Machine learning, time saved, auction-time bidding, depth of signals used and cross analysis.
What is awareness-based bidding strategies?
You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.
Goal for awareness-based bidding strategies?
Visibility
What bidding strategies can you choose for awareness-based bidding strategies?
Target impression share: This helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page or absolute top of page.
When would you used awareness-based bidding strategies?
This is for raising awareness of your brand and campaigns that include brand terms.
What are consideration-focused bidding strategies
You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.
What is the goal for consideration-focused bidding strategies?
Clicks
What bidding strategies can you choose for consideration-focused bidding strategies?
Maximise clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose.
When would you use for consideration-focused bidding strategies?
Budget-constrained campaigns focused on driving clicks
Drive more click volume
Maximise traffic when extra budget is received
Upper-funnel keywords that have high assist value in conversion
What is conversion-focused bidding strategies?
Choose one of these bid strategies if you’re tracking post-click actions, valuing conversions equally and looking to maximise the number of conversions.
What is the goal for conversion-focus bidding strategies?
Conversions
What bidding strategies can you use for conversion-based bidding strategies?
Maximise Conversions: Drive as much conversion volume as possible within your budget. You don’t need to provide a specific cost per click (CPC), cost per acquisition (CPA) or return on ad spend (ROAS) target.
Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.
Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click’s likelihood of resulting in a conversion.
When should you use conversion-focused bidding strategies?
Maximise Conversions: Advertisers who want to maximise the number of conversions for a campaign. Advertisers who want to spend a fixed budget and don’t have an explicit CPA/ROAS goal
Target cost-per-acquisition (tCPA): Maximise amount of conversions, without considering order value – such as lead generation and eCommerce businesses.Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.
Enhanced cost-per-click (eCPC): For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimisation.
For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system or insist on setting bids manually with an added layer of real-time optimisation. It’s also great for lead generation and to drive online sales.
What is revenue-focused bidding strategies?
Choose this bid strategy if you’re tracking the revenue or value associated with your conversions and want to maximise it at a specific return on ad spend target.
They’re a good fit if you’re tracking conversion value and have campaigns that have had at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.
