Maximise clicks using Smart Bidding

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2021, 4:48 AM UTC

Smart bidding with contextual signals like local intent can help brands make optimal bids for their pay-per-click (PPC) campaigns.

Available on Google Ads, smart bidding options will allow marketers to optimally bid for keywords on PPC campaigns. With smart bidding methods like Target Return on Ad Spend (ROAS), marketers can augment the campaign’s value, as this process is reliant on data from previous successful campaigns.

Bids will be optimised based on earlier campaigns with at least 15 conversions over 30 days with Target ROAS. Marketers can also leverage Target cost-per-acquisition (CPA) option to set average conversion targets and drive sales without spending excessively.

Utilising the target impression share option can help businesses generate new leads, as this method optimises bids for SERP impressions. While maximise conversions option will increase conversions, this method will not account for ROI, as it is less focused on acquisition costs.

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