Automation provides benefits that can help you meet your goals at scale in ways that aren’t possible with manual bidding, limited match types (like exact or phrase match), and creative production and testing. Google Ads provides you with the tools to steer and adjust your automation based on your business needs. You can keep specific bidding, keyword matching, and creative strategies in place while gaining the benefits of automation.
Adjust and optimize with Smart Bidding
With Smart Bidding, you can steer certain aspects of your campaigns. This may be helpful if you need to account for external factors such as inventory, local policies, or changing budgets. You can also bid lower or higher during a given time period.
Adjust your targets and budgets
- If you’re using a portfolio strategy, adjust your targets at the portfolio level for several campaigns at once.
- If you’re not using a portfolio bid strategy, you can adjust them for each individual campaign.
- In your campaigns, you may set your ROAS or CPA target at the ad group level.
- When using Maximize conversions or Maximize conversion value without a ROAS or CPA goal, Smart Bidding will drive as much conversion volume or conversion value as possible within your daily budget. If you’re using a portfolio bid strategy, you can easily manage the budget of all campaigns in a new or existing portfolio bid strategy by using a shared budget.
In the recommendations page, you may find suggestions for your bidding and budgets to drive more performance at a similar ROI.
Target and budget simulators:
When adjusting your CPA or ROAS goals, or when making changes to your budget if you are not optimizing to a target, we suggest reviewing your Smart Bidding simulators to see how these may impact key metrics like your clicks, conversion value, conversions, and spend. Check out How to make target adjustments with Search Smart Bidding for details.
You can change your bid strategy at any time. When you make a change, the performance will take some time to stabilize as the system learns to optimize to the new bid strategy. When changing bid strategies, we suggest setting the new bid strategy goals to something similar to your previous performance. You can also use experiments to test another automated bid strategy against your current bid strategy. Check out About automated bidding to learn more about available bid strategies.
Changes in measurement and conversions
Conversion value rules: If you have additional insights about your customers—based on their location, device, or assignment to an audience list—that isn't already reflected in your conversion value, you can use conversion value rules.
Data exclusions: If you recently had a conversion tracking issue, we suggest you use data exclusions to exclude the period with bad data. By doing this, it prevents our systems from training on data that might be inaccurate. For example, if a tag was accidentally removed from your site, we suggest applying a data exclusion on the days missing conversion data.
Seasonal events or holidays
Negative keywords with broad match
To help avoid unwanted search terms, you can add negative keywords that include those terms.
How to create and apply negative keywords to campaigns
- Sign in to your Google Ads account.
- Click Keywords, then Negative keywords in the left page menu.
- Click Negative keywords.
- Select Add negative keywords or create new list.
- Choose whether to add negative keywords to a campaign or an ad group, then select the specific campaign or ad group.
- Add your keywords, one per line. Make sure that your negative keywords don't overlap with your regular keywords because this will cause your ad not to show. Choose a match type by using the appropriate notation.
- If you’re adding your negative keywords to a campaign, you have the option to save the keywords to a new or existing negative keyword list and apply that list to the campaign. Check Save to new or existing list, then enter a name for your new list, or select an existing list.
- Click Save.
To use an existing negative keyword list:
- Select Use negative keyword list.
- Choose the campaign that you’d like to apply negative keyword lists to.
- Check the boxes of the negative keyword lists you’d like to use.
- Click Save.
To add or remove negative keywords lists from multiple campaigns at once:
- From the page menu on the left, click Campaigns.
- Check the box next to the campaigns you want to apply your negative keyword lists to.
- Click Edit, and select Edit targeting.
- To add negative keyword lists, select Add negative keyword lists.
- Check the box next to the lists you want to add to these campaigns.
- Click Apply.
- To remove negative keyword lists, select Remove negative keyword lists.
- Check the box next to the lists you want to remove from these campaigns.
- Click Apply.
- Negative keywords work differently from positive keywords. Learn more about negative keywords
- Rather than adding each user search as a negative, it may be better to identify specific words or phrases to block and add those as negative keywords.
- Use negative keywords sparingly, as you may inadvertently block performing traffic.
Pinning with responsive search ads
By default, when you create a responsive search ad, headlines and descriptions can appear in any order. However, you can decide where individual headlines and descriptions appear in your ad by using the pinning feature.
Pin headlines and descriptions to specific positions
Pinning one headline or description causes it to show only in that specific position, preventing others from showing in its place. Pinning multiple headlines or descriptions to the same position ensures that at least one will appear in that position for every ad. If you have mandatory language (for example, terms and conditions may apply) that must be shown to users, then you should pin it to “Headline position 1”, “Headline position 2”, or “Description position 1”, as they will always show.
- On the "Edit ad" page, click the headline or description you want to pin.
- Click the pin icon that appears next to the headline or description.
- Select what position you want to pin your headline or description to by selecting from the popup box.
- Click Save.
Tips for pinning
- Pinning one headline or description causes it to show only in that specific position, preventing other headlines or descriptions from showing in its place. Since pinning reduces the overall number of headlines or descriptions that can be matched to a potential customer’s search, pinning isn’t recommended for most advertisers.
- Try pinning 2 or 3 headlines or descriptions to each position so that any of them can show in that position. This gives you more flexibility to find out which headlines or descriptions perform better.
- For example, if you pin the headline “Official Website” to Headline position 1, then all ads that customers view will have “Official Website” as the first headline. However, if you pin a second headline—let’s say “The Official Site”—to Headline position 1, then all ads that customers view will show either “Official Website” or “The Official Site” as the first headline.
- If you have headlines and/or descriptions pinned to all available positions, unpinned headlines and/or descriptions won’t show.
- Headlines or descriptions pinned to Headline position 1, Headline position 2, or Description position 1 will always show. Content pinned to Headline position 3 and Description position 2 are not guaranteed to show in every ad. If you have text that should appear in every ad, then you must pin it to either Headline position 1, Headline position 2, or Description position 1.
- To preview how your responsive search ad will appear to users, click the preview icon.