There are a variety of automated bidding options in Google Ads. When it comes down to it, the real answer isnвЂ™t so simple: it depends. Per essere in forma hai bisogno di piГ№ del semplice esercizio andriol bodybuilding esercizi per le gambe per rafforzare i quadricipiti. There are always articles talking about the need to use automated bidding, quickly answered by posts warning you should never automate your bidding. Early results show higher CPCs, but higher conversion rates and conversion volume.The most burning question by just about everyone who has a Google Ads account вЂ“ вЂњWhen should I use automated bidding?вЂќДЄutomated bidding is a hot topic in our industry. I have a version of this experiment running, but itвЂ™s in its early stages. One final note I will leave you with is that this bid strategy will be great for clients where there is a lot of competition for Branded terms, like B2B SaaS. My final consensus is that you really have to pay to play with an automated bidding strategy like target impression share as it can drive up costs well beyond the averages. It also gave me a better understanding of how automation works. We didnвЂ™t continue the test beyond its test budget because the CPLs were too high.В This test was not perfect, but it helped provide a myriad of insights that were important to my client.

It was clear that Brand B was trounced by Brands A & C.

Brand A did not show up in Brand CвЂ™s auction insights and vice-versa.

Brand B showed up in both Brand A & CвЂ™s auction insights, but not competitively.

Auction Insights for these campaigns were very interesting:.

My conclusion here is that mobile is far more competitive in this landscape as also evidenced by its much higher CPCs.

Impression share was particularly low for mobile-specific campaigns and all mobile campaigns lost impression share due to budget.

CPLs for the experiment were 2.8X higher.

CPCs for the experiment were 3X the brandsвЂ™ average CPCs If you want to get super competitive, it will cost you using this bidding method. When I did some greater digging, I found that if I wanted to improve performance, I had to lift my bid cap. You can see that budget was primarily to blame.

Despite bidding for 65% impression share, none of the campaigns got even close to that.

It also had the highest impression share in this test but was not as efficient as Brand C at converting.

Brand A performed poorly despite historically having a great presence for the Client both in monthly budget and reputation.

This was eye-opening to the client because Brand C has not historically been considered a major player for them. It also garnered the highest volume of impressions.

Brand C was the winner by conversion volume and conversion rates, even though it did not have the highest impression share.

The test ran for 3 weeks as we had a budget cap for the experiment.

I set the test to bid for 65% impression share and placed a bid cap that was 4X my avg. The variable that could not be equalized was the landing pages. I wanted to equalize as many variables as possible, so I also set up the campaigns as brand new as opposed to allowing a longer historical record or quality scores to influence the data.

Was one more formidable than the others by virtue of brand recognition, auction performance, or was it something else? I tested target impression share bidding because I wanted to know what it would look like if all brands bid on the exact same keyword set, had the exact same ad copy, bidding strategy and budgets. The crux of the question was how the brands compete against each other in auction. The client also wanted to understand if they could see if one Brand had greater recognition than the others. So, some have a longer account history than others, and while all have the same structure and campaign themes, over time and through years of tests and optimizations, they have different sets of keywords, ad copy and of course, landing pages. They wanted to know if there was a way to see which Brand was the absolute best to run on PPC. All leads across all brands aggregate into one source internally. Each brand lives in its own account, offers the same benefits to employees, and has its own website. This client has been running a multi-brand strategy for years. It is highly competitive, especially now in a time when unemployment rates are at a 49-year low. For context, my client is in the staffing industry.

Target impression share