1. What's automated bidding? some key factors:
- Performance
- Auction: dynamic nature of our auctions
- User journey complexities: based on location, time, device, and so on --> bidding can be done through automation.
2. Benefits of Google Ads automated bidding
- Machine learning
- save time
- Auction-time bidding
- Depth of signals used and cross analysis
3. Choose the right bidding strategy
- Awareness-based: make sure that your ad is visible for certain queries and even at certain locations on the page.
Bid strategies: Target impression share: make sure your ads are meeting a specific impression share threshold for a specific location
on the search results page: anywhere, top of page, or absolute top of page.
- Consideration-focused: drive as many clicks as possible within a set level of spend. Bid strategies: Maximize clicks.
- Conversion-focused: tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.
Bid strategies: Maximize Conversions, Target cost-per-acquisition (tCPA), Enhanced cost-per-click (eCPC).
- Revenue-focused: tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target.
Bid strategies: Target return on ad spend (Target ROAS)
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