![]() ![]() There are two main benefits to implementing portfolio bid strategies: This is the central location for managing your portfolio bid strategies and tracking their performance. Once you create a portfolio strategy, it will be stored in your Shared Library. They include the following Smart bidding strategies: Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, Maximize clicks, and Target impression share. Portfolio bid strategies automatically set bids to help you reach your performance goals. “An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords. Now that we know a little more about what Target CPA can do on its own, let’s talk more about what portfolio bid strategies are and why they’re an important piece to the puzzle. What Are Portfolio Bid Strategies & Why Are They Important? Target CPA is one of the most popular automated bidding strategies among advertisers because it ensures some stability as they increase spend and expand to more keyword niches. While manual-bidding (manual CPC & enhanced CPC) campaigns treat all clicks for a given keyword equally, Target CPA campaigns leverage Google’s vast database of user behavior to sift through the murky water of available impressions and find the “golden nugget” users with high intent to convert on their offer.īecause manual bidding doesn’t utilize the machine learning algorithm when entering different auctions, it puts the advertiser at a disadvantage when competing with those who are leveraging automated bidding to consider a myriad of factors and make dynamic bid adjustments on the fly 24/7. It enables advertisers to leverage Google’s machine learning algorithm to make real-time bid adjustments to get your ad in front of the user with the right user intent at the right time. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set. Automated (smart) bidding and why it’s importantįor those of you that aren’t familiar with Target CPA: Now that I’ve got your attention, let’s dive into the different elements of this strategy and how to get it implemented into your digital marketing portfolio. Average CPC -28% | Cost/Conversion -16% | Conversion Volume +19% Average CPC -18% | Cost/Conversion -58% | Conversion Volume +75% Average CPC -34% | Cost/Conversion stayed the same | Conversion Volume +19% ![]() Average CPC -29% | Cost/Conversion -26% | Conversion Volume +33% utilizing Target CPA bidding strategy on its own at the campaign level: Average CPC -31% | Cost/Conversion -33% | Conversion Volume +54% Before diving into how you can implement this strategy yourself, here’s a quick before and after breakdown of campaign performance utilizing the max CPC thresholds within the portfolio bid strategy (Target CPA) vs. ![]()
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