#GoogleAdsTutorials Smart Bidding zu Saisonzeiten

#GoogleAdsTutorials Smart Bidding zu Saisonzeiten


[Music] smart fitting and Google Ads leverages real-time bidding to help you stay competitive during the holiday season in this video we’ll discuss how to prepare your smart bidding for seasonal events that may cause an increase in website traffic or a change in conversion rates it’s important to remember that smart bidding can handle most seasonal events without the need to make any manual adjustments within your account however there are cases in which you may consider adjusting your smart bidding for seasonal events these adjustments will be relevant to you if you’ve set a target CPA or target row as for your search or display campaigns will cover the recommended action for two scenarios expecting a large traffic increase to your website and expecting conversion rates to drastically change if you expect a large traffic increase to your website you do not need to adjust your smart bidding targets the more volume the better for smart bidding if you don’t expect conversion rates to change drastically target CPA and target robots will remain the best way to achieve your cost for acquisition and return on investment goals still ensure that your campaign budget isn’t capped in order to capture the full opportunity of your campaign if you note limited by budget in the status column of the campaign’s table this means that your budget is lower than the recommended daily budget if you expect conversion rates to change the recommended action depends on the type of seasonal trend you’ll experience a longer trend of three or more days or a short spike of 24 to 48 hours when considering how your conversion rates may change it’s important to think about your conversion lag conversion lag is the typical amount of time that it takes for a click to result in a conversion on average it takes at least one conversion cycle for smart bidding to adjust to performance changes that may result from seasonality or promotions think about this conversion lag when considering whether your seasonal trend is longer or shorter during longer seasonal trends it’s expected to see a sustained increase or decrease in conversion rates and examples if you experience a gradual increase in your conversion rate over the holiday season for longer terms like this you’re smart bidding requires no immediate action since the shift in conversion rate is gradual smart bidding learns from how behavior changes on a particular day of the week in the past so seasonality due to day of the week effects is explicitly accounted for also when seasonal trends wind down smart bidding will recognize this shift and return to your regular performance once the seasonal period is over you may experience a short spike in conversion rates due to a seasonal event like a Black Friday sale a short spike is a 1 to 2 day event where you want to give the algorithm more opportunity to take advantage of the seasonal event before the Google ad system recognizes the change in conversion rate in most cases no action is required since smart bidding can handle even these short-term scenarios as long as your budget is large enough to account for the spike if you know that conversion rates will dramatically change during the short spike you can change the target metric in accordance with the expected change in conversion rate let’s demonstrate if you expect your conversion rate to increase from 2% to 4% you can change the target metric by the same factor this means increasing your target CPA by 2 and target rose by a half you this is recommended for short spikes so that the bid algorithm does not still view the predicted conversion rate to be 2% keep in mind that these metric adjustments are not recommended for video or shopping campaigns to check if you need to adjust smart bidding targets review past seasonal events to understand how conversion rates changed if your campaign is new we recommend using similar campaigns in your account if you decide to adjust your target CPA or target row as these adjustments should be made right when the campaigns conversion rate deviates from its usual average and then again when the spike is over in order to get the algorithm back down to the normal target CPA or target robbaz used in the campaign if you have any questions or for more information please visit the Google ads Help Center for more step-by-step videos on Google ads implementation and optimization check out google ads tutorials [Music]

Leave a Reply