The way marketers manage Google Ads has changed over the years. Previously, deciding the right bid could mean the success or failure of an account. But now, day-to-day tasks are increasingly automated, and automatic bidding allows advertisers to focus on things like creativity.
But that does not mean that we can forget about optimization. Advertisers remain responsible for choosing the type of automation that best suits their needs and deciding on the budget. And in exceptional circumstances such as those we have experienced these months, the task is complicated. So let’s review the 4 lessons on automatic bidding that the crisis has left us.
4 Lessons About Automatic Bidding In Times Of Crisis
1) Automatic bids adapt quickly to changes
Automated bidding using both historical data and recent trends, but the latter has more weight. This is great news for advertisers, as it means that they are able to quickly adapt their bid strategy when an unexpected change occurs.
We knew that the bidding can adapt to changes in the usual patterns because every year it does so during occasions like Black Friday, but in this case, we had no precedent from previous years. And yet we now know that we don’t have to worry.
Of course, it is always advisable to configure alerts if the account data exceeds certain limits, to be able to make sure that the new automation makes sense.
2) Reduce budgets, don’t stop campaigns
The algorithms that govern automated bidding are constantly learning. Stopping campaigns completely prevents them from updating with the latest data, which makes them perform worse when you turn them back on. According to Google’s data, it took about 2 weeks for advertisers who completely paused their campaigns during the crisis to get good results again with automatic bidding.
In contrast, advertisers who kept their campaigns active were able to benefit from the lack of competition during the crisis and also experienced a much faster recovery.
3) Take advantage of all automation
Some Google Ads automatic bidding strategies, like maximizing clicks, get bad press from marketers. It’s true that under normal circumstances, looking for the cheapest clicks often results in worse conversion results.
But in times of instability, costs per click are reduced not because there are fewer opportunities to convert, but because advertising budgets are cut. And this means that previously unhelpful strategies like “maximize clicks” may perform better than before.
4) High impression quota can be detrimental to automation
In general, the reduction in competition caused by the crisis has beneficial effects for brands that continue to bet on maintaining their campaigns, since they benefit from higher printing quotas and lower costs per click.
But there is a but, and that is that automatic bidding requires a competitive environment to function properly. If the impression share is too high, they end up producing worse results. And once again, the solution is to set up alerts that can alert us if we are straying too far off course.
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