Shafqat M. is a professional content writer who has helmed digital marketing projects for the last 5 years.
Google Ads, touted as the biggest advertising platform ever, boasts the most sophisticated algorithm, and little surprising Google keeps incorporating advanced machine learning and artificial intelligence features into it.
Smart Bidding or in simple words, automated bidding in Google Ads may have its pros and cons, but pros certainly outweigh cons.
Just to mention in passing, much of the optimization part, toughest one though, is taken care of by Google itself, all you do is create a campaign.
But keeping that aside, for now, let's move to a basic question, what is Smart Bidding in Google Ads?
What is Smart Bidding in Google Ads?
Smart Bidding is a machine learning-driven, completely automated bidding process in Google Ads leveraging the bulk of user data to maximize conversions.
Given its access to user's data, search behavior, Google can easily predict the probable conversion rate of an advertisement, based on that, it can increase or decrease your bid accordingly.
The data Google uses to measure the odds of conversion is location, time, device, ad history ( of a user or bulk of users in the same interest group), and other factors relating to a query also come into play.
1. Advanced Machine Learning Algorithms
As a business, you understand how crucial data is in bidding strategies. Yet it's also understood that at individual-level data accumulation is highly limited, confined to a few users at most.
That limitation is gotten rid of with the help of Google's Smart Bidding. Its advanced machine learning algorithms have at disposal data of immense scale and scope for it to make accurate predictions regarding the conversion value of a bid.
Google's machine learning algorithms take into consideration an array of parameters that not only impact performance but also improve ROAS significantly.
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2. Innumerable Contextual Signals
Contextual signals like device, physical location, ad characteristics, browser, interface language, etc are a valuable asset to any marketer. Smart Bidding offers users a plethora of such signals for bid optimization.
3. Comprehensive Performance Controls
Every business has unique goals and needs. That calls for the capability of customization. Smart Bidding grants users the capability to customize settings in a way they deem befitting their business.
Besides customization, users get the flexibility to set performance targets, both the device-specific and attribution-driven.
4. Transparent Performance Reporting
Honest reporting is a must to gauge the performance of a campaign. Smart Bidding streamlines reporting by offering users intelligent tools that offer a deeper insight into bidding performance. And if you encounter issues, troubleshooting is always a ready option available.
So, if you're a business, small or large doesn't matter, Smart Bidding is for you. The fact that it can optimize bidding according to the data derived from previous campaigns of yours gives you an edge to maximize outcome and improve performance.
1. Bid Simulator for Keywords
Not all keywords create the same impact. If you don't know which keywords convert the best, you're missing a great deal. Therefore, it must be on top of your priority list to try to find convertible keywords.
That's the reason why a bid simulator is imperative. You can set using it enhanced max CPC for individual keywords, which is often overlooked because it seems tedious.
The truth is, keeping it in practice can help you get maximum out of your allocated budget.
2. Ad Scheduling is Necessary
One of the easiest ways to slash the ad spending that does not yield any returns is ad scheduling. Sometimes you get plenty of clicks but very few conversions.
Therefore, it is necessary to keep track of users when they surf or browse the internet to make purchases. So that your company's ad appears just when people are looking for that product or service and are ready to make a purchase.
3. Try Location Targeting
If you are a small firm and want more customers, showing your ad to the entire country could be expensive. Twitch your Google Ads to target people from a particular location, of course nearby your business.
Location Targeting can prove very effective also if your business serves customers outside of your country, or even globally.
So, start targeting your ads to particular areas, and keep an eye on your Google Ads metrics, and Analytics data to see which geographic areas bring maximum traffic and conversions.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2020 Shafqat M