Using Smart Bidding In Google Ads
Google adopted a plethora of different machine learning characteristics into its advertisement platform over the years. Thanks to that, now pretty much anyone can create their campaigns using Google Ads, and Google will do the largest part of the optimization for its users. Now we have the advantage of using automated bidding features that can help us use them and invest not as many resources into it as it used to be required. With this optimization, we can make the most out of all the aspects. In recent years, we’ve seen some voices disagree with the general judgment about how helpful these biddings are in Google Ads. So, we would like to point out some of the essential elements and see if they are helpful as the highest percentage of people think they are.
What Exactly Is Smart Bidding?
Smart bidding is a collection of big programmed strategies. These collections use machine learning to maximize conversions and all other essential factors. It does this because it tracks past searches and context to predict the chances for conversions. After that, it makes conversions much more possible to happen.
Why Should You Use Smart Bidding?
There are a couple of reasons why you should use smart bidding for Google Ads:
1. A Lot Of Contextual Signs
We’ve mentioned that contextual signals have an important role in bidding optimizations. All the attributes about an account identify these signals at the time when an auction occurs. When talking about the context, it should be said that it includes user devices, location, and other relevant factors. Naturally, these depend on queries that you make. Therefore, you shouldn’t underestimate their role.
2. Plain Performance Recording
By using smart bidding, you will have the opportunity to use reporting tools to provide you with a clearer picture of the effectiveness. Plus, you will have the opportunity to troubleshoot issues of any nature pretty quickly. As you can imagine, there are a plethora of these issues. Here, we will present the commonest ones:
— Bid strategy experiments
— Bid strategy reports
3. Advanced Machine Learning
Machine learning algorithms play a pivotal role in helping you with making much more accurate predictions for your account. It means that they will help you understand how different amounts will affect conversion value and conversions. In addition, they represent a major factor in a wide range of other parameters, which is much more than a single person or a team can do in a short amount of time.
4. Adjustable Performance Controls
One of the most important reasons you should use smart bidding is to help you set up your long-term goals. We will name just a couple of them:
— Coming up with device-specific performance targets for different devices like smartphones, tablets, and laptops.
— The optimization of your search by selecting a couple of attribution models, which have data-driven nature.
Who Should Use Them?
Pretty much all types of businesses should use smart bidding; their size doesn’t matter at all. With every new campaign conducted, you can expect to see a boosted performance. Interestingly, even campaigns that are brand new and don’t have any data in them will be equally effective. It’s needless to say that anyone interested in using these should comply with all the Google Ads policies and legal requirements.
Now that we’ve seen all the most important elements of smart bidding in Google Ads, we would like to say that using them is an absolute must in some cases. Naturally, we are talking about cases where you need them. Therefore, you shouldn’t hesitate to use them at all. Invest in them, and you can expect that they will be highly effective down the road.