Automating your bids with Google Ads can deliver better, more informed bids while saving you time. In this guide, we’ll talk about why you should use automated bidding, ideally a Smart Bidding strategy. We’ll also cover which strategy to choose and how to test automated bidding in your account.
1. Take advantage of auction-time bidding with Google Ads
- Bid to the user’s auction-time context via Smart Bidding.
Why: Dynamic bids tailored to each individual auction can often lead to better results.
Get started: Learn how auction-time bidding technology works.
2. Manage bids more efficiently in Google Ads
- Save time on account maintenance by automating your bids.
Why: Automated bids may save time that you can spend on other areas that are vital to your account’s health.
3. Pick the right bid strategy
- Choose a strategy that aligns with your main business goal.
Why: Automation will manage your account to focus on that goal above all else.
- Automate your bidding based on the most accurate conversion data available.
Why: Better conversion data means more informed automated bids.
Get started: Set up conversion tracking first before you can use conversion-based bid strategies.
4. Align your campaign settings with automated bid strategies
- Simplify your account structure.
Why: Granular campaign structures aren’t necessary as automated bidding will work across all account structures.
- Base your campaigns on objectives
Why: Automated bidding is objective-based bidding, which means a single campaign should generally have the same type of objective.
5. Test your automated bid strategies
- Keep each bidding test simple, consistent and focused on one KPI.
Why: Adding other new elements as you test Smart Bidding can muddy your test results.
Get started: Use drafts and experiments to test the performance of automated bidding.
- Choose the largest campaign that you’re comfortable experimenting with.
Why: In testing, more data means more confidence and faster results.
- Start with targets that align with your historical CPA or ROAS.
Why: Overly-aggressive targets can affect your volume and cloud the comparison with your historical averages.