Focus on Conversion with Smart Bidding Strategy

Once you have decided your focus or aim of the campaign, bidding strategy comes into play. So, Smart Bidding is a set of automated bid strategies that uses machine learning to optimize for campaign's outcome value (It could be clicks, impressions, conversions or views) in each and every auction—a feature known as “auction-time bidding.”

Here are the bid strategies we can use for Conversion:

a) Target CPA (cost-per-acquisition)

It sets bids to get as many conversions with in limit if your budget set for  the campaign or Ad group. You can choose to pay for conversions, instead of clicks on Smart display campaigns that use Target CPA bidding. When setting up your campaign, go to the “Bidding” section. Look for the header labeled “Pay for” and select Conversions from the dropdown men

b) Target ROAS (return-on-ad-spend)

It helps you get more conversion value or revenue at the target return-on-ad-spend (ROAS) you set. Your bids are automatically optimized at auction-time.To use Target ROAS bidding, your campaign must have at least 15 conversions in the past 30 days. AdWords automatically sets your max. CPC to get maximum conversion value

c) Maximize Conversions

If you want to optimize for conversions, but just want to spend your entire budget instead of targeting a specific CPA, you can use Maximize Conversions. It uses past history of your campaign and finds an optimal CPC bid for your ad each time it's eligible to appear. It should be remember that campaign is not part of a shared budget. A campaign that uses Maximize conversions needs its own budget. 

d) Enhanced cost-per-click (ECPC)

It automatically adjust your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website. For Search and Display campaigns, ECPC helps increase conversions while trying to keep your cost-per-conversion the same as you’re getting with manual bidding. For Shopping, ECPC helps increase conversions while trying to maintain your same overall spend.

ECPC for text ads is available on the Search Network and the Display Network, but not for app installs campaigns. For Shopping ads, ECPC works only on Google Search.

Tue, 03/02/2021 - 18:12
Shobhit has 7+ years of experience in digital marketing. Currently he is working with one of the top digital marketing agency.