Google’s Automated Bidding Strategy
When you set up a Google Ads campaign (search and/or display), one of the most important decisions you’ll need to make is how much you’re willing to pay for each click on your ads. This is known as your “bid.”
Previously, you would have needed to set your bids manually, which could be time-consuming and require a lot of expertise. But now, Google offers an automated bidding strategy that uses machine learning to help you get the most value for your ad spend.
Here’s how it works: when you set up your campaign, you’ll choose a specific bidding strategy based on your goals. For example, you might choose a “Max Clicks” or “Max Conversions” strategy, which will automatically set bids to get the most clicks or conversions.
Once you’ve chosen your bidding strategy, Google’s algorithm will use data from your campaign (as well as other signals like user location, device, and time of day) to automatically adjust your bids in real time. The goal is to help you achieve your desired results while maximizing your return on investment.
Sounds like a breeze, right? While Google’s machine learning capabilities make managing your ads easier than before, it isn’t foolproof. You’ll still need to monitor it and know what kind of results and benchmarks you’re looking for to determine its effectiveness.