Search Ads 360 now generates bid strategy recommendations to help advertisers optimise their campaign performance. These personalised suggestions leverage Google AI to deliver recommendations to improve performance.
Bid strategy recommendations utilise cross-channel and cross-engine ROI bid strategies and budget bid strategies to help you achieve better results than optimising to engines and channels independently. Through bid strategy recommendations, Search Ads 360 provides advertisers with the tools to achieve improved outcomes by forecasting and simulating opportunities. Bid strategy recommendations aim to make bidding more efficient and effective, allowing advertisers to focus on their business growth.
These recommendations can help enhance the performance of your campaigns, improve the flow of conversions, and perform a health check on the bid strategies. Your recommendations are generated based on your Google trend data, performance history and your campaign and bid strategy settings. You can find the following recommendations:
- Combine your bid strategies: If you have multiple ROI bid strategies, Search Ads 360 will recommend combining them across your campaigns. Learn more about automated bidding.
- Convert a budget constrained ROI (Return on investment) bid strategy to BBS (budget bid strategy): Search Ads 360 will recommend using budget bid strategies to get more precise spending control. Learn more about budget bit strategies.
- If you’re less than halfway through the current month, Search Ads 360 will recommend creating a new budget bid strategy for that month, and if you’re more than halfway through the month, a new budget bid strategy will be recommended for the beginning of the following month. In both cases, these would be recurring plans whose target spend is calculated by your average daily spend x the number of days in the month. Consider the following example:
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Average daily spend for the current ROI bid strategy: $100 |
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Date: 3 July |
If you apply the recommendation on 3 July, Search Ads 360 will create a budget bid strategy for July with target spend = $100 * x, where x is the number of days left in the month. A recurring plan will later be created automatically for August (which has 31 days in the month) will have a target spend of $100 * 31 = $3,100 target spend. |
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Date: 20 July |
If you apply the recommendation on 20 July, we'll create a BBS for August (which has 31 days in the month) with target spend = $100*31 = $3,100 for August. |
- Combine Google Ads campaigns into Search Ads 360 portfolio bid strategies: If you use Google Ads Performance Max, Search or Shopping campaigns, Search Ads 360 may recommend combining Google Ads campaigns into Search Ads 360 portfolio bid strategies. Combining these campaigns into a new or existing Search Ads 360 portfolio bid strategy can improve your performance and bidding accuracy.
- Upgrade to a single Search Ads 360 portfolio: If you use a Google Ads bid strategy, Search Ads 360 may recommend upgrading to a Search Ads 360 portfolio with a single bid strategy. Moving to a single Search Ads 360 portfolio can result in better bidding accuracy and performance.
These recommendations will be provided depending on criteria, such as your recent average daily spend for your campaign. Recommendations are shown one time per day.
While these recommendations are designed to enhance your results, Search Ads 360 also empowers you with a data-driven approach to adoption through Portfolio experiments. This feature allows you to rigorously test the effectiveness of a recommended bid strategy (or even your own strategic adjustments) by running an experiment on a portion of your portfolio. Analyse experiment performance data to decide if changes should be applied broadly, based on data-driven results and KPI improvements.
Learn more on how to About Portfolio experiment in Search Ads 360.
Benefits
- Improved bidding performance: Bid strategy recommendations leverage cross-channel portfolio bidding and budget bid strategies to outperform publisher bidding alone.
- Improved accuracy: Measure accuracy by consistently delivering the value of bidding strategies through quantitative evidence and performance tracking against estimates.
- Enhanced workflow efficiency: Find recommendations within relevant workflows, leading to increasing engagement and apply rates.
- Personalised and relevant suggestions: Receive tailored recommendations to individual accounts and businesses, avoiding generic suggestions.
- Simplified bidding process: Bid strategy recommendations facilitate bidding more efficiently and effectively, allowing advertisers to focus on business growth.
- Clear performance tracking: Provides transparency by allowing advertisers to track the performance of applied recommendations against current and initial performance.
- Actionable guidance: It offers contextual recommendations with clear explanations of why performance shifted and how to optimise campaigns.
Apply bid strategy recommendations
- Sign in to your Search Ads 360 account.
- Navigate to a sub-manager account.
- In the page menu on the left, select Bidding & Planning.
- Under 'Bidding & Planning' select Bid strategies.
- In the navigation bar above the graph, select Search Ads 360 recommendations to launch a feature promo for recommendations.
Note: This feature is available when you first load the new bid strategy view.
- You'll find 2 bidding recommendation cards: 'Combine your bid strategies' and 'Convert a budget constrained ROI (Return on investment) bid strategy to BBS (budget bid strategy)'.
- You can cycle through other recommendations of the same type via the arrows
.
.- You can explore Search Ads 360 metabidder’s simulation for this recommendation and check the KPI (Key performance indicator).
- Under the 'See the effects of this recommendation' you can find the suggested target CPA bid for bid strategy.
- You can also set your own CPA by clicking on the pencil icon
.
- Under the 'Performance simulation' you can find the simulation for the CPA set.
- Under the 'Top impacted campaigns' you can find the top impacted campaigns. You can view and download a bulksheet by clicking on the download icon
.
- After reviewing the data, you can apply the recommendation by filling the 'Bid strategy name' under 'Apply recommendation' or you can choose to dismiss it for 30 days.
- You'll get a confirmation after the bid strategy has been created. If there's a failure, the pop-up at the bottom of the page will have an error message with a link to 'Change History'.
Apply inline bid strategy recommendations
- Sign in to your Search Ads 360 account.
- Navigate to a sub-manager account.
- In the page menu on the left, select Bidding & Planning.
- Under 'Bidding & Planning' select Bid strategies.
- Under 'Bid strategy' you can find all the strategies that are created. Bid strategies that correspond to a recommendation will show a
icon in the bid strategy table.
- You can click on the icon to view a summary of the recommendations.
- You can explore Search Ads 360 metabidder’s simulation for this recommendation and check the KPI (Key performance indicator).
- Under 'See the effects of this recommendation' you can find the suggested target CPA bid for bid strategy.
- You can also set your own CPA by clicking on the pencil icon
- Under 'Performance simulation' you can find the simulation for the CPA set.
- Under 'Top impacted campaigns' you can find the top impacted campaigns. You can view and download a bulksheet by clicking on the download icon
- After reviewing the data, you can apply the recommendation by filling the 'Bid strategy name' under 'Apply recommendation', or you can choose to dismiss it for 30 days.
- You'll get a confirmation after the bid strategy has been created. If there's a failure, the pop-up at the bottom of the page will have an error message with a link to 'Change History'.