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Base your campaigns on objectives
- Automated bidding is objective-based bidding, which means a single campaign should generally have one objective.
- For example, if you are optimising for clicks on certain keywords but for conversions on other keywords, they should get their own campaigns.
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Simplify your account structure
- Automated bidding doesn’t require having campaigns or ad groups broken out by keyword match type, geographic location, device, etc. It will work across a variety of account structures.
- Here are a few other tips to bear in mind:
- Make ad groups (or campaigns) relevant. Relevant ads are more useful for users, and click-through rates and conversion rates are often better with high relevance from search term to ad to landing page.
- Avoid campaigns that are limited by budget. Use the maximise conversions or maximise conversion value bid strategy if you have daily budget goals.
- Upload and maintain first-party audience lists (e.g. remarketing, Customer Match) to increase efficiency.
- If impression share is higher than 80%, it may be time to expand your reach with additional keywords, audiences, expanded targeting or Dynamic Search Ads.
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Automate your bidding based on accurate conversion data
- Understand what system has your best source of true data and import that data into Google Ads to utilise auction-time bidding.
- You can improve your measurement practices with the following:
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Pair Smart Bidding with broad-match keywords and responsive search ads
- Using broad-match keywords allows Google AI to find additional queries that help you reach your objectives.
Case study
Using the combination of broad-match, Smart Bidding and responsive search ads, UK-based tails.com increased sign-ups in Germany from its generic search campaigns by 182%, while increasing clicks by 258%.
Watch their story:
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