- Posted by Avantika Saxena
PPC advertising in most cases comes easy to users. However it is the effective management of the bidding process for any Google Adwords campaign that determines your conversion rate and ROI. While small advertisers using Google Adwords are readily able to manage their bidding campaigns, it becomes exceedingly difficult to do so as the business expands and the keyword list evolves further. Often as the complexity grows the process of manual bidding management may prove to be counterproductive for the same Adwords campaign as it is not humanly possible to manage each and every keyword, figure out bidding strategies and monitor the performance of the various keywords. Hiring a full time PPC manager or outsourcing the work to a bid management service would seem to be the only obvious options here, but most users fail to realize that both these options can consume quite a few coins from your much prized coffers!
This is where the concept of Google’s automatic bidding comes in. Automatic bidding enables you to effectively manage your PPC bidding by adjusting bids depending on various factors to ensure that your investment garners the desired returns.
Given below are ways in which strategized use of automatic bidding makes life simpler for you:
# Tailored To Your Own Google Adwords Performance Goal
The most important aspect of automatic bidding is that it allows you to set rules based on your personal performance goals, and on the basis of these rules Google’s automated rules work to maximize your profit! However, more than often not users make the mistake of blindly trusting the automatic bidding management service and predefine a list of rules that proved to be effective for some other user irrespective of the nature of the PPC campaign. This move can prove to be counterproductive, which is precisely why you need to define your own set of rules and monitor and alter it from time to time.
# Dynamic Ads Performance
Automatic bidding enhances the adwords campaign by scheduling the various ads based on their performance by enabling or disabling several special ads for a promotional event or on a regular basis.
# Live Keywords Automatic Bidding
It minimizes your losses by pausing low performing ads or keywords based on the various performance metrics, e.g. high cost per conversion or low CTR.
It adjusts bids for keywords based on CPC, or to get the desired ad position. Automated bid management schedules your bids based on the time of the day depending on the target volume at that particular hour.
# Budget Control
Most importantly, automatic bidding helps in controlling the budget and the cost by appropriate budget scheduling, increasing budget for campaigns that perform well in the display network.
Given the manifold benefits of using automatic bidding management, the need for efficient monitoring cannot be gainsaid! Therefore it would be advisable to use automatic bidding PPC management in conjunction to the strategies of your own grey cells in order to exploit the platform provided by Google AdWords to the fullest and get the maximum possible return!
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