To put it simply, it is how much revenue or value you can get in exchange for a dollar of advertising. Target ROAS focuses on achieving the highest conversion value), not the largest conversion. Return on ad spend (ROAS) is the average value you get for every penny spent on advertising. 2.Target ROAS (Target Return on ad spend) Don’t change the bidding strategy from time to time as it may affect the performance of campaigns. You have to be patient when trying something new. For example, the Target CPA of a brand campaign must be lower than that of a generic campaign.Ĥ. Each campaign should have its own independent Target CPA because the Target CPA for different types of keyword/campaign is different. Don’t waste too much energy on campaigns with fewer conversions.ģ. Only do the testing if you have enough budget and at least 3 months of data. (If the performance is better, the CPA and conversion number/value are ideal, you can keep using the strategy.Ģ.
It is recommended to observe at least two weeks or up to one month. In addition to changing the bidding strategy, we have been optimizing each campaign during the process, and adjusting the Target CPA bidding of each Ad group in time to exchange for a lower CPA. Most obviously, CPA fell from HK$812.04 to HK$663.11 at a drop of 18%.
#Target impression share strategy manual#
Table 1 shows the Manual CPC’s bidding strategy, and Table 2 shows the Target CPA’s smart bidding strategy.įrom the comparison results, although the average CPC is 9% higher than last month (from HK$6.43 to HK$5.93), the conversion rate was greatly improved, growing from 33 conversions in the first month to 41 conversions. We used one month of data to show the comparison. Table 2: 18 September 2019 – 17 October 2019 (Smart Bidding)
Table 1: 18 August 2019 – 17 September 2019 (Manual CPC) In order to maximize the effectiveness of “Target CPA”, you must have a great number of keywords and historical data, and to achieve more than 30 conversions in the past 30 days!Īs you can see in the above screenshot, you can set up your Target CPA in this bidding strategy! Successful case: Then Google Ads will optimize her ads to achieve that goal. Her goal is to set a cost-per-conversion at USD15. She calculates that even if she spends USD15 on acquiring new customers, she still has money to pay the remaining expenses. Suppose Sally sells a Japanese candy box subscription service. Based on Kick Ads’ experience, we usually use 3 months of data to determine the CPA bid. Simply put, it is to lower the CPA and advertising cost as well. Target CPA can optimize your bid to get the most conversion for your CPA (cost per conversion) goal. The Smart Bidding strategy includes the following: Smart Bidding utilizes machine learning to optimize the bid every time to enhance the conversions or to improve the conversion value better. It focuses on some conversion-related conditions to help you place the bid automatically. What is Smart Bidding that Google often advocates? Smart Bidding is one of the automatic bidding strategies. Maximize Conversion Value (Automated Bidding ).Maximize Conversions (Automated Bidding ).
Enhanced cost-per-click (Automated Bidding ).Target Impression Share (Automated Bidding ).The following is the bidding strategy and classification provided by Google Ads: And Manual Bidding is that you manually adjust the bid for each Ad group or keyword. In Automated Bidding, Google automatically adjusts the bid for you according to certain conditions. There are only two types of bidding strategies, one is Automated Bidding and the other is Manual Bidding. However, is Smart Bidding as good as Google claims? This article will try to look at the effectiveness of Smart Bidding in keyword bidding. It can enhance the effectiveness and Performance of Ads as it utilizes the most advanced technology to convert traffic easily and to use mechanical learning to find patterns for conversion. Google claims that Smart Bidding is the future. (Because you know product adoption is always one of their KPIs!!!) Not only it is shown in Google’s public statement, our Google account manager repeatedly emphasized the benefits and importance of Smart Bidding to us in private. Since 2018, Google has always encouraged us to use Smart Bidding’s strategy.
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