While CPC inflation is a consideration, we began to question if the target impression share strategy was inflating CPCs unnecessarily. manual biddingĪs we dived deeper into brand search volume, impression share, auction insights and CPCs year on year it became increasingly difficult to explain increased CPCs and reduced competition year on year. Our approach to testing target impression share vs. As a result, this enabled us to push more budget into increasing brand visibility through Performance Max since blended ROAS targets were being met by more efficient brand search activity. Initial testing was very successful we were able to increase exact match impression share without negatively impacting conversions. This meant we could go after exact match impression share while utilising Google’s intent signals through bid strategies to improve ad intent and gain a healthier return on phrase match keywords. Given budget limitations and ROAS objectives we opted to test splitting out exact and phrase match terms to gain greater control. This meant that we were faced with campaigns being limited by budget and therefore not achieving the desired target impression share percentage or visibility targets, whilst there was a lot of room to improve efficiency too. However, we found that the bid strategy was funnelling a large proportion of spend into phrase match visibility where ROAS was lower compared to efficient exact match terms. We initially set up our pure brand campaign with a target impression share strategy with the campaign containing both exact and phrase match keywords. The idea is that the fewer the campaigns the higher the data density through each campaign and the better the automated bid strategies will be able to work, and the faster they can learn. With the emphasis on consolidation to achieve a modern search structure going hand in hand with automation. This means the bid will fluctuate based on changes in competitor bidding to ensure the desired impression share is met.Ĭampaign structure is also fundamental to maximising performance. Target impression share is the obvious choice to maximise visibility, the bid strategy automatically sets bids with the goal of showing your ad on the absolute top-of-page, top-of-page, or anywhere on the search results page, depending on the percentage impression share chosen. This has only increased in importance over the years with increasing mobile sessions, and the visibility on a smaller mobile screen being harder to come by. It’s often vital to maintain the top spot in the SERP for key pure brand terms, not allowing a competitor or re-seller ad to dominate. Understandably, as this is not only highly likely to be the most efficient and profitable, but also it’s fundamental to protect your brand image. You might be asked to maximise pure brand visibility. When it comes to pure brand activity, automation might not always be the best option. Understanding the best bid strategy for your objectives Below are the smart bid strategies currently available in Google Ads: We’ve seen incredible results and there’s undoubtedly a time and a place to use a range of bid strategies. It also factors in a wide range of auction-time signals including device, location, time of day, language and operating system to capture the unique context of every search.” – Google Support Answers Conversion-based bidding is powered by auction-time technology, optimising bids with precision on actual search queries for each and every auction. “Google Ads automated bidding takes much of the heavy lifting and guesswork out of setting bids to meet your performance goals. Successful testing of these new features and smart bidding, which Google convincingly describes as ‘the power of automated bidding’, have made it hugely compelling to make the full transition. Google has certainly been promoting automation, not just through bid strategies, but also through Dynamic Search Ads, Responsive Search Ads & Performance Max, to name a few. With huge advances in automation, it’s no surprise that marketers are rapidly switching over to automated bidding completely in PPC, but is this always the best approach or is there an argument for ‘old-school’ manual bidding?
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