Right Tactics Have A Major Influence

The trick is, of course, to make the right choices at the last minute and specifically for your campaign. And above all, see it as an instructive journey into the potential of the Facebook platform for your brand.Google Ads is a wonderful platform to market your products or services. But Google is increasingly trying to influence your ads. Now I’m not here to make a “things used to be better” argument without a progressive view of the medium, but there are some pitfalls that automation brings with it. In this article I outline four of them. 1. Implement automatic bid strategy without data Google really wants us to implement its automatic bidding strategies en masse . Some of these are mainly focused on conversion data. Think of Target Return on Ad Spend (tROAS), Target Cost Per Acquisition (tCPA) and maximizing conversions. These bidding strategies often work fine, but they do require conversion data.

Tactics Have A Major Influence

If you run a campaign on a bidding strategy based on conversion data, but have only had a single conversion in the past few days, for example, it is of course difficult for the algorithm to make a decision based on that little bit of data. Always make sure you have enough conversion data when you switch a campaign to such a bidding strategy. A few dozen Mozambique B2B List in the last thirty days is fine. Do you only measure a contact form? Try to add some micro conversions to be able to ‘feed’ the algorithm sufficiently. You can also consider placing multiple campaigns under one shared bid strategy via the ‘portfolio bid strategies’ option. You can indicate the difference in value in those micro and macro conversions in the ‘conversions’ menu. Screenshot of where you can indicate the difference in value in those micro and macro conversions. Still not enough data?


Have A Major Influence

Then just choose ‘Click Maximize’ or ‘Manual CPC’ until you have enough data. That way you prevent your ads from barely showing because the machine doesn’t know what to do with the data shortage. 2. Automatically apply changes to account settings There is a new option in the account settings of your Google Ads account. This sneaky checkmark is checked by default, but can cause quite a bit of confusion, especially for smaller advertisers. The checkmark allows Google to automatically implement recommendations. These are, for example, recommendations in your bidding strategy or budget. If you want to have a lot of influence on your Google Ads account, that is of course a very annoying option. Screenshot of automatic changes to Google Ads account settings. The solution is simple: uncheck the box under account settings and do the same for any customers.

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