Three automation best practises are shared by Google Ads.
The new Google best practises guide tries to alleviate advertising concerns about using an automated keyword and bidding approach.
Google has published a Search Ads Automation Guide that outlines some best practises for using automation to reach out to customers. For certain marketers who are sceptical of automation in general, this advice is long time. According to a recent post in Search Engine Land, adoption of automation and suggestions is overwhelmingly positive, but satisfaction is low, with more than half of users reporting a negative experience.
This new guide aims to address customers' worries and queries about automation, as well as alleviate the fears that most marketers have about relinquishing control over their keywords and bids.
1st best practise:
Use a broad match keyword strategy as the first best practise. Broad match keywords have historically resulted in wasted ad spend and unnecessary clicks for advertisers. There don't appear to be any new features or changes for broad match. However, Google is striving to assist customers in better understanding why they should utilise them and which bid strategy will have the greatest impact on their account. "Broad match keywords work best with Smart Bidding since it guarantees you only bid on searches that are predicted to perform well for you," according to Google.
The use of clever bidding tactics is the second best practise. According to Google, advancements in automation and machine intelligence will make it easier to set up and manage ads. The tutorial goes into great detail on why broad keywords are best served by a sensible bidding structure. Veteran advertisers, on the other hand, know that making too many account changes at once, especially when transitioning to a hands-off automated approach, might hurt performance. In general, testing smart bidding tactics is a good idea, but be wary of spending, conversion adjustments, and general recommendations from your Google person on the subject.
Use responsive search advertising as the third best practise. "Use numerous headlines and descriptions to automatically generate and offer relevant advertisements for every query based on auction-time signals," according to Google. This is a plan we can support. Responsive search advertisements provide some automation, but only within your defined constraints. By designing various headlines and descriptions for your advertisements and allowing Google to present the most relevant combination to your audience, you keep control of your ads.
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