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ADS301m - Slide Session 18

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Doan Thanh Long (K17 HCM)
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12 views

ADS301m - Slide Session 18

Uploaded by

Doan Thanh Long (K17 HCM)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Google Ads and SEO

Summer 2022
ADS301m
SESSION 18
Session 18

Google's Take on Bidding,


Audiences, and Tools
Learning Objectives

• Choose the right bidding strategy for different


campaign situations

• Target a user audience

• Use Google’s Optimization Score and Performance


Planner
Bidding strategies
Basic Campaign Setup
Bidding strategies

Campaign Setup

1. Select campaign setting:

 Goal

 Campaign type

 The way to reach your goal

 Conversion action
Bidding strategies
Campaign Setup

2. Set up ad group:

 Campaign name

 Network

 Targeting

 Audiences

 Budget
Bidding strategies

Campaign Setup
2. Set up ad group:
 Bidding:
Bidding strategies

Campaign Setup
2. Set up ad group:
 Bidding strategy
Bidding strategies

Campaign Setup
2. Set up ad group:
 Bidding: target CPA
Bidding strategies
Campaign Setup
2. Set up ad group:
 Ad Extensions, Callouts, and Call Extensions
Bidding strategies
Campaign Setup
2. Set up ad group:
 Ad Groups
Bidding strategies
Campaign Setup
2. Set up ad group:
 Writing and Launching an Ad
Bidding strategies

Automated Bidding Strategy

 Definition:

With automated bidding, Google uses automated


rules to adjust your bids for you, based on the ad’s
likelihood of getting a click or conversion. Automated
bidding may use additional data points that aren’t
available in reporting metrics
Bidding strategies
Automated Bidding Strategy

 8 types of automated bidding options in Google


Ads:
 Enhanced cost per click (ECPC)
 Maximize Clicks
 Maximize Conversions
 Maximize Conversion Value
 Target Cost Per Action ( tCPA)
 Target Return on Ad Spend (tROAS)
 Viewable CPM (vCPM)
 Cost Per View (CPV)
Bidding strategies

Automated Bidding Strategy

 Smart Bidding vs. Automated Bidding

 How do I set my bid strategy?  Google will


automatically choose an automated bidding
strategy for you based on your goals
Bidding strategies
Automated Bidding Strategy

Option for bidding :


 Manual CPC: Advertisers set their bids manually at the keyword level,
and the bids stay where they are until the advertiser changes them

 Enhanced CPC: Google Ads will increase or decrease a bid for a


keyword in an individual auction based on the likelihood that click will
lead to a sale

 Maximize Conversions: There are no individual keyword bids set by


advertisers that Google factors in. It simply chooses a CPC bid based
on the goal of the bidding strategy

 Maximize Clicks: Google will work to get as many clicks as possible


while spending your daily budget.

 Maximize Conversion Value: It doesn’t necessarily look at how many


conversions it’s bringing in, but the value within each conversion.
Bidding strategies

Automated Bidding Strategy

Option for bidding :


 Target CPA (tCPA): You set a target cost per action (conversion) and
then Google adjusts bids to generate as many conversions as possible
at that CPA

 Target ROAS (tROAS): Google Ads will predict future conversion and
conversion value performance based on your historical data to enter
auctions; and then adjust bids in real time to maximize conversion
value while trying to achieve the target ROAS goal you’ve set at the ad
group, campaign, or portfolio level.

 Target Impression Share: Advertisers set a goal impression share


percentage in the same way you would set a target CPA for that
bidding strategy.
Bidding strategies

Automated Bidding Strategy

Option for bidding :

 Viewable CPM: It refers to cost per thousand viewable impressions.


According to Google, ad is counted as viewable when 50% of your ad
shows on screen for one second or longer for Display ads, and two
seconds or longer for video ads.

 Cost Per View (CPV): You set a campaign-level bid limit that implies the
maximum you’re willing to pay for each view or interaction with your
video (whichever comes first).

Which automated bidding strategy should I


choose?

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