Īlthough Google Ads and Search Ads 360 (SA360) are both advertising platforms provided by Google, they have different feature sets and release schedules. Given that SA360 is a premium and paid for product suite used by global marketing agencies it may have been a surprise to find out that the biggest advancement in having a competitive advantage on Paid Search was not available to these agencies or the multinational companies that they represent for at least 18 months. The same article implies this was also released on SA360 (but this was not the case) as there is another official source on SA360 that launches this in Sept 2019. If this happened recently and conversion volume is not an issue then increasing the tROAS is also an option as long as by doing so the campaign becomes no longer “limited by budget”.Īuction-Time Bidding Feature Release Between Google Ads & SA360Īccording to official sources, Smart bidding that incorporates auction-time bidding was released in July 2016. Pool resources with other campaigns in a Portfolio if there is budget headroom in the other campaigns to do soĬhange the bid strategy to “Max Conv | Value” If a campaign does have a “warning” about being limited by budget then either: Not having access to as many data points as possible will cause the bid strategy to under perform and should be avoided. For Performance Max Campaigns, it may even be prudent to only sub-divide Asset / Listing groups if each one can support at least 30 conversions per month. What’s important is that it is a consideration based on volume and recency. It can vary and it might be more or less depending on the business operation. This is a minimum threshold (or whatever the latest number is as this gets less as Google gets better) of good data that the smart bid strategy needs. Minimum Data Requirements When Using CPA or ROAS Bid Strategies 1. Target Impression share on Search campaigns is a position based bid strategy based on the competitiveness of the auction so while it is automated, it is steered by auction dynamics and not any “activity” based metric from the website such as a conversion. This is a useful bid strategy for ecommerce sites active on Search campaigns “Maximise Conversion Value” bid strategy always seems to stick out as it is actually only available in search campaigns (and now PMax) but not “standard” shopping campaigns. Target CPA bidding is a primary bid strategy for lead generation business modelsĮCPC is also a “smart bidding” strategy but Google has down-weighted this as a preference in favour of tCPA and tROAS ![]() Target ROAS (return on Ad spend) is a primary bid strategy for ecommerce sites active on Shopping campaigns & Performance Max Campaigns (PMax) ![]() Performance Max Campaigns (PMax) can only be used with Smart Bid strategies (inc “Maximise” variants) “Maximise Conversion Value” and “Maximise Conversions” are secondary smart bid strategies as although they are steered by website conversions they should only be used as a stepping stone to tCPA or tROAS and have a few other caveats. Target Impression Share won’t be applicable for every situation, so continue to align your bidding strategies to your campaigns’ goals.The Primary “smart bidding” strategies are tROAS and tCPA. You could focus on Target Impression Share to ensure your brand is showing up when customers are conducting important searches nearby. Let’s say you run ads for a local shoe store but you’re competing with larger shoe stores. This bid strategy can also be useful in raising awareness of your brand. You can set the Target Impression Share to 100% and the system will then try to show your ad on 100% of auctions in that campaign. For example, let’s say you want your ad to show 100% of the time when a user searches for your brand. Target Impression Share can be useful for campaigns with brand terms. This article explains how Target impression share bidding works and what its settings are. Target impression share is available either as a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns. Target impression share is an automated bidding strategy that sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results.
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