When Should You Use Google Ads Automated Bidding?

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Google Ads

Google Ads Bid Automation

Bid automation is one of the most talked-about topics in the field of digital marketing. It doesn’t matter why you use automation, but how you use it to achieve your goals and maximize development efforts. For the past few years, Google has been advocating for advertisers to resort to automated bidding strategies to take the heavy lifting and Guess from setting up auctions to achieve your performance goals. While automatic bidding is not perfect, it is a trick that advertisers should use.

The power of Bid Automation

Smart Bidding is a set of alternative-based bidding strategies — Target CPA, Target ROAS, and Advanced CPC — utilizing advanced machine learning to help you maintain the right bid for each auction. It captures the unique context of each search with a wide range of auction time signals including device, location and day time, resale list, language, and operating system.

Why Use Bid Automation?

Bid automation gets into many bidding signals unknown to advertisers and uses machine learning to set appropriate bids. For example, advertisers may set up auction modifiers for the day, but not the browser used by the searcher. These hidden signals are invaluable to advertisers because they help the user understand the purpose as part of the bidding process.

Manual bidding is slow, uses fewer signals, and is not conducted in real-time. Automated bidding can work effectively when advertisers provide Google with the right parameters and enough data.

The most common bidding plans are Target Return on Ad Spend (TROAS) and Target Cost Acquisition (TCPA). With each strategy, you enter what your goal is ROAS or CPA and Google will improve this figure. You can enter your target in the auction section of the system. Google will give you the recommended image if you have enough data in your campaign.

Once you have set these goals, that does not mean they cannot change. In fact, you should constantly review the goals and change them as needed. For example, there may be sales in widgets, where sales volume is now the main goal and performance second. Untested verification of auction automation can affect performance.

When to use Google Ads Bid Automation?

If you are thinking of entering the world of automation, here are our 3 steps to make sure you can win the Google Ads Smart Auction;

Correct conversion setup 

For smart bidding strategies to work properly, there must be changes in your account to optimize them. It may seem clear but this is the first step. An automated strategy would be just as effective as convertible data. As the saying goes, garbage inside, garbage outside.

Picking the right plan at the right time

There are many smart bidding strategies. What you choose depends on the broader goals and strategy of the overall business, for example, if the business is focused on aggressive growth, campaigns are going to make the most of the maximum changes, while focusing on those with the highest ROI, Target CPA or Target ROAS would be considerable once they are able to be included. 

Data Inputs

The last click attribute is the default setting for changes in Google Ads, so many touchpoints are ignored in the alternate journey.

Try to use non-click attributes based on time lag or status — data-driven when it is available.

Audiences

Whether you link through Google Analytics or use the Google Ads tag, adding ‘attention’ to your campaigns gives auction strategies more opportunities to optimize more users.

Smart Creative

Smart bidding strategies work well in conjunction with Smart Creatives’ responsive search ads and dynamic search advertising campaigns.

Final Thoughts

The main concern of automated bidding is taking control from advertisers. The best way is to understand the many benefits of manual auctioning and the ways advertisers guide the system.

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