![]() ![]() The smart machine learning algorithms are powering Target CPA (CPA = Cost per Action), Target ROAS (ROAS = Return on Ads Spend), Maximize conversions and Maximize conversions value strategy. Overall, Google Ads now offers 7 automated bidding strategies for Search campaigns, but it’s important to realize that some of them are using machine learning algorithms for predicting the conversion probability, whereas others are designed to purely automate the bidding process without considering potential results.Īutomated bidding strategies for Search campaigns include Maximize clicks and Target impression share. To make the most out of the automated bidding, you should understand how the strategies are different and how they work, so that you can make the best choice relevant to your specific needs. On your behalf, according to your chosen strategy, they will evaluate the competitive landscape, in certain occasions assess the probability of conversion and set your bids accordingly, all this within a fraction of a second. That’s exactly when automated bidding strategies come in handy. On the other hand, with high CPC you’re at risk of not even reaching your break-even point for specific keywords and you might lose money. This is tricky: if your cost per click (CPC) is too low, your ads might not win the auction to be seen frequently enough or may end up in lower positions, where no one could see them and eventually make a click. For many marketers, that means more time than ever spent on bidding decisions. However, as everyone is doing Google Ads, ever-growing competition increases the average cost per click in almost all niches. According to numerous studies, Google Ads stays among the most frequent tools businesses use for advertising, which is understandable: it’s one of the rare platforms, where we mainly deal with the warm audience, who’s explicitly indicating their interest by entering their search query in Google and hitting the search button. ![]()
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