Google Ads Tutorials: Smart Bidding best practices

Smart Bidding combines an exclusive set of signals
to set real-time bids for each and every auction to help you achieve your business objectives. In this video, you’ll learn how
to choose a bidding strategy and optimize your campaigns with Smart Bidding. First, let’s go over the different bidding
strategies based on business goals: Maximize conversions drives
as many conversions as possible within your set budget. On the other hand, the newly launched Maximize
conversion value for Search helps you drive as much conversion
value as possible within your budget. Both bidding strategies are best for advertisers
who don’t have a target CPA or ROAS in mind and don’t require any conversion data to get started. Target CPA will set bids to help you
get as many conversions as possible at or below your target cost-per-action. While, Target ROAS will drive the
highest conversion value possible while achieving your target return on ad spend. Both bidding strategies are a good fit for
advertisers who want to achieve a certain target. Keep in mind that Target ROAS
for Search and Display campaigns requires a minimum of 15
conversions in the last 30 days. For Smart Shopping campaigns, there’s no conversion minimum
requirement to use Target ROAS. Now, it’s time to set yourself up for success by following these campaign best practices: Confirm that the right conversions have
been included in the Conversions column by checking the Conversion
action page in your account. This is important since Smart Bidding will optimize your campaign
based on these conversions. Add first-party audience lists to each campaign, like RLSA, Customer Match,
and Similar audiences, to reach customers who are
already interested in your business. Use broad match as the keyword match type to expand the scope of search queries. Try a portfolio bidding strategy if
your campaigns have similar goals or low conversion volume, in order to drive budget optimizations. When evaluating performance, don’t forget to look at the portfolio
level instead of the campaign level. Use data-driven attribution, or if not
eligible, use non-last-click attribution to let Smart Bidding accurately assess the different touch points
throughout the customer journey. Once your campaigns are up and running, you can analyze how key metrics have
performed through the bid strategy report. Now let’s go over some tips to help
you grow your conversion volume and conversion value. If you’re using Maximize conversions
or Maximize conversion value, you can get more conversions
or conversion value by increasing your budgets or
broadening your campaign targeting. If your Target CPA or Target ROAS
campaign is budget constrained, think about increasing budgets
to capture the full opportunity, while still achieving your targets. If your Target CPA or Target ROAS campaign is achieving your goals
and not budget constrained, you can optimize your campaigns
by relaxing your targets and/or broadening your targeting. You can broaden your targeting by adding first-party audience lists, changing your keyword
match type to broad match, using Dynamic Search ads,
and adding new keywords. For more step-by-step videos on Google
Ads implementation and optimization, check out Google Ads Tutorials. If you have any questions,
or for more information please visit Google Ads Help. [music continues]

Leave a Reply