Terminology Overhaul for Google Ads Automated Bidding
February 19, 2016
Google has just announced an overhaul of Google Ads automated bidding. The basic function of automatic bidding is to give PPC professionals the flexibility of setting bids without having to involve too much guesswork and it avoids chaos as well. It involves strategies that can be used to set goals ultimately translating to easier management of the ad budgets as well as extracting the most from each ad group.
For example, if you want to set a bid on each keyword, instead of doing so individually, you can just add them to a Maximize Clicks strategy so that it does not take away time and attention from your target keywords.
What Google is going to do is that while they change the terminology for the strategies, there will also be some functional changes like enabling the search advertising or search engine marketing professional to set different CPA targets at the ad group level within the same strategy.
The semantic changes include:
- Flexible strategies to be called “portfolio” bid strategies. With this, if you’re a business wanting to use a PPC campaign and build your own portfolio, the manager would be able to use the same strategy across multiple campaigns, ad groups, and keywords.
- Strategies applying to a single campaign will be called a “standard” bid strategy.
- While it can still be applied as a “standard” or “portfolio” bid strategy, conversion optimizer will now be known as Target CPA to simplify the term.
For your re-marketing campaign or PPC campaign management, the managers will be able to create or add to existing strategies by going to the Campaign Settings tab instead of having to dive into the shared library. They can also set separate target CPAs for separate ad groups.
Google has started to roll out these changes and users will see this in effect in the coming weeks.