Quick article, so let’s start with a simple question: Do you use Adwords? Not sure how much to bid? Don’t have enough time to monitor things and you want to get more traffic to your website, more leads and in the end of the day, more customers? Great. Then we are in the same mindset here.
I’m going to talk about one approach most people don’t choose, which is the adwords automated bidding strategies that you can implement on your marketing campaigns. I will show you which points you should focus in order to get more traffic from Adwords using the automated bidding system as a strategy.
Many marketers wrongfully think that it’s a bad choice to let go of your money and hand it to Google so he can spend it for you because they believe Google will spend that money fast and it will only be lost and wasted, without bringing any good results.
Well, these guys are right.
“Wow! How so Peterson?!?!”
Relax, they are only right if you create automated campaigns WITHOUT proper care, which means without focusing on the right way to do things. There are key strategies that once implemented will save you TIME, MONEY and it will also retain more of your clients.
THE BENEFITS OF ADWORDS BID AUTOMATION?
Many. Those who master automated bidding will have better results and improve efficiency. Faster. Here are the advantages for this marketing approach below:
- SAVE TIME BY OPTIMIZING KEYWORD BIDS
Automated tools can change bids to make your ads more human and more precise. Contradictory right?
- CREATE AND MANAGE CAMPAIGNS INDEPENDENTLY FROM BIDDING STRATEGY
New flexible bid strategies let you apply multiple bidding strategies within a single campaign or across campaigns. This provides you the freedom to optimize towards multiple advertising goals in the same campaign or across campaigns without being constrained by account structure.
- IMPROVE PERFORMANCE WITH AUCTION-TIME BIDDING
You can go with 2 bid strategies: Target CPA and Enhanced CPC. And all you’ll have to do is focus on the analysis later
- OPTIMIZE OVER TIME TO IMPROVE ANY RESULTS
Just manually check how are things going regarding performance, and just wait to see your strategy appear on the reports and continuously changing bids to keep up with performance fluctuations.
Google said all that. And they are all true statements.
That’s why I made this article, to help other marketers understand how can the automated bidding system can work in our favor and make us worry less about the ROI our auto-pilot bidding are getting. If you pay attention to all key strategies I’m going to show you here, you can go home earlier and generate more results while you sleep.
Precision. Efficiency. Smart management. Time optimization.
That’s what this is all about.
Ok. Enough small talk. Stop talking to me.
Let’s dive into this.
#1: DO NOT MAKE FREQUENT CHANGES TO YOUR AUTOMATED BIDDING CAMPAIGNS
First of all, when you are working with automated bidding you need to understand this:
Makes sense? Since it is robots that make the bidding for you, then it must be obvious that whenever you change the stage, the robot has to look at the whole picture all over again. It will have to validate every aspect of the bidding model to maximize your ROI and the Google robot will have to re-learn lots of points, metrics, signals and everything that may influence the automated bidding mechanism, which in the end is BAD NEWS for you if you want to get more from this approach.
And I know what you are thinking……..
“But I can’t even tweak my Ads once in a while when I’m working with automated bidding?!?!”
Of course, you can. But you’ll just have to think a lot first before putting a finger into it. Before jumping into altering ANYTHING on the campaigns that are using automated bidding, make an analysis first. Google doesn’t want you to touch this very often.
And that’s not because Google is a bad guy, is because you should expect at least one week for the strategies to stabilize between changes due to the re-learn part. When you change things, Google must see the whole picture and cross all the data necessary to maximize results.
So keep in mind that you should NOT touch your campaigns that use automated bidding.
Go watch TV, Netflix or do something else. Keep changes to a minimum.
#2: CHOOSE CAMPAIGNS WITH 100 CONVERSIONS OR MORE IN THE LAST MONTH TO USE AUTOMATED BIDDING
OK, let’s make you understand this before we jump into this subtopic:
This is pretty obvious after the first item was presented. But hey, more information doesn’t kill you, right? Ok, now that you know this principle, if part of your Adwords strategy is to do a SHORT A/B testing approach on a campaign, then pick those which you won’t have to touch that much every time, because otherwise, you’ll lose money.
The campaigns you should put your eyes on are those which have at least 100 conversions or more on the month before you are running your ads. Those are better for implementing the automated bidding strategy.
And why take this approach?
Simple. Due to one simple thing: DATA.
Which leads us to the next item.
#3: THE MORE PERFORMANCE DATA YOU HAVE, THE BETTER
Automated bidding works much more based on performance reports to decide which direction to take next those precious ads of yours, so one thing that can improve your results with automated bidding for sure is DATA.
The more performance data you have about how your campaigns performed, the better.
By choosing Ads with much more data from last month results, you’ll give Google a reliable source of information to tell which ads were more effective and which were not, thus, making the bidding decisions easier because Google trusts much more in himself than anyone else.
That’s why you should choose campaigns with a lot more data behind. Because that will provide Google Adwords’ bots the necessary base to make a decision not just faster, but also a lot better, which will make you rank better and get more traffic in the end. Believe me, you’ll feel the difference and you’ll save a lot of labor time.
#4: CONTROL EXPENSES BY CHANGING YOUR BIDS AND NOT YOUR BUDGET
Don’t think in the budget when dealing with automated biddings. Release your mind from that constraint. Instead, you should aim at your bids because those are the guys who will make your budget explode.
If the bidding system is automated then don’t restraint it with the budget.
It won’t make a difference. You can set $10.000 per month and the automated bidding will make your money disappear in 2 weeks instead of 1 month (which is what you desire). Control the bidding limits so you can indirectly, control the overall budget. This will bring you the control you want.
#5: DEFINE YOUR CPA TARGETS BASED ON THE GOALS AND VALUES OF YOUR CONVERSIONS
Should you focus on campaigns or Ad groups for CPA targeting? Well, the answer here involves another answer from your part since we are talking about YOUR WAY of doing business. So this is the question involved:
With the answer to that question above, you can define the next step.
For example, you may have these goals below for your campaigns:
- get more subscribers
- get more brad awareness
- get more sales
In this case scenario, you’re trying to strike different types of conversions with different values each as well because the cost of getting more subscribers might be lower than to earn more sales. You have different types of conversions with different values. Ok, no problem at all. But there’s also the other side of the coin, which is to check if all of your campaigns are based on one single type of conversion. A company may want to increase its followers and focus only on that for instance, which in case makes the conversion value a single point.
Anyway, all you have to do is to follow these rules below:
- DIFFERENT CONVERSION VALUES — Set CPA target for the Ad group level
- EQUAL CONVERSION VALUES — Set one single CPA target for everything (Ad groups, campaigns)
You might want to make people subscribe more and at the same time, you might want to increase sales, so the goal here is to have multiple conversions on the same Ads campaign. On the other hand, you might just want to increase sales. So in order to make management a lot easier and also to make your automated bidding faster and better, define only one CPA target for everything and everyone.
NOW YOU CAN BOOST YOUR CONVERSIONS.
Don’t assume that if you let the bidding in the auto-pilot mode with Adwords, it won’t bring you any good results, because that’s not true. With the right strategies, this can save you A LOT of time and bring you more customers than never.
Your website will rank better and so will your client’s.
Google wants you to rely on him to do business remember? Google is smart. He wants you to spend your money with his Ads program because after all, retaining customers is part of Google’s goal too. Besides, if the automated bidding system was, in fact, a bad thing, you would have heard a lot of noise on the web. But that’s not the case, people only need to tweak things, do some research and trust more on this bidding approach.
Find the secret tricks to keep improving your marketing campaigns.
And please, tell me your strategies for automated bidding. Who knows, I may have missed something 🙂
PS: Read this if you want to turn into a Google Adwords expert faster.