How To Use Google’s AI to Maximize PPC Results [VIDEO]
By Melissa | Jan 10, 2020 (5 min read)
Automated bidding strategies have been around for at least four years now. They are really valuable to help you handle large campaigns, save time, and to ensure you are getting the most bang for your buck.
However, if you’re not careful, they can rack up your ad budget. That’s why it’s essential to properly understand how they work.
Let’s take a look at the different types of automated bidding strategies and how to best use them.
1) Max Conversions
Just as the name suggests, this strategy is going to maximize your defined conversions. It’s crucial that if you use this strategy that Google understands what a conversion means to you.
Ideally, it’s best to have at least 30 quality conversions in your account before you turn this automated bidding strategy on. This data helps to make sure your conversions are defined correctly.
2) Max Clicks
This is an excellent bidding strategy if you’re trying to maximize traffic to your site. Remember that because the goal is to get the highest amount of clicks that Google will spend anything to make sure you win the auction and get the click. Be sure to keep an eye out on your average cost per click.
Be aware of your search terms and make sure they are the correct ones you want to be paying for.
3) Target Impression Share
This strategy can be useful if you are trying to outrank another advertiser. Other companies may actually use your brand as a keyword search term, and it’s essential that you rank well for these terms.
The goal is with this bidding strategy is to be at the top of the page, or at least in the top three or four ad listings.
It’s a good idea to set a maximum cost per click; otherwise, Google will use up your budget trying to outrank everyone else and your campaign may become limited by budget.
4) Target CPA
This automated strategy allows you to get the most cost-effective conversions for your campaign. Remember that this strategy can take time, so keep making incremental changes to keep improving and enhancing your CPA to avoid throwing your campaign off balance.
5) Target ROAS
The final strategy is Target Return-On-Ad-Spend (ROAS). Unlike Target CPA, which attempts to make every conversion the same, Target ROAS does this over the whole campaign.
Remember that the AI is only as smart as the data that you give it. You can’t expect magic overnight, but if you have good conversion data and you’re feeding it into Google consistently, you will get the results you need.
