Bids are typically created at the ad group level
- Manual bids allow you to bid for individual kaywords or ad groups.
- Automatic bids ensure the maximum number of clicks or impressions within a set budget
Automatic Bids Checklist
- Do we have clear performance
targets? Example – A certain number of conversions within one specific budget - Is it worth saving time for
me? Up to 80% time can be saved - Have we implemented conversion tracking?
- Does my campaign meet the recommended perform
ance? Ideally, automated bidding is activated from 15 conversions – then the algorytmus has enough data
Automatic bid strategies
- Ad clicksWi
thin the budget, the maximum number of clicks on the ad is reached - Increase in earn
ingsWith Target Return on Ad Spend (ROAS), AdWords tries to push the ads that promise a bigger returnROAS Examp
le:Advertising
budget 5000€Sal
es 60000€Var
iable cost 20000€Raw
profit 40000€40
000€ – 5000€ = net profit =35000€ (<-ROAS) - Conversion
sEnhanced Cost per Click (EC
PC)Allows you to set your own bids for keywords to maximize something adWords-sup
portedconversions (sui
table if you don't have a cost per aquisition presentatio
n)automatically sets bids to the maximum number of To maximize conversionsTarget
cost per aquisition (sui
table if the fixed cost of conversion is more important than the volume of conversion)
does not use a fixed budget, but indicates how much a conversion is worth. With the goal CPA, AdWords will generate as many conversions as possible
Best Practices
- Start with manual bids without much change – no changes over a few weeks – because of algorytmus
- Implement conversion tracking
- Pay attention to learning phases of algoritm (approximately 2 weeks)