3 reasons to choose smart bidding over PPC automation to improve ROAS
3Reasons to Choose Smart bidding over PPC Automation to improve ROAS
What is PPC?
Pay per click (PPC) refers to a form of paid advertising in which the advertiser pays for each click on an advertisement.
Why is PPC used ?
PPC (Pay Per Click) advertising is a cost efficient and effective way to increase your website traffic. It enables you to target specific audiences with relevant advertisements as they are searching online for products, services and information.
How PPC is used ?
PPC is a great way to inform customers and increase sales. Advertising in areas that are relevant to your audience is usually the most effective form of advertising. When it comes to individual searches, Google will recommend PPC ads that it thinks your customers might be interested in based on their past behavior.
What is ROAS(Return on add spent)?
Return on Ad Spend (ROAS) is a metric that determines how well an ad campaign is performing based on how many people see it and how much time they spend viewing it.
3 Reasons to Choose Smart bidding over PPC Automation to improve ROAS
1. Capture unique user context
Imagine a shopper searching on Google for new shoes. Which ad would she click, if any? Here’re a few things we want to know first.
Is she searching for shoes on a desktop computer at home or from a smartphone on the go?
What time is it now? Is she searching on a work day or on the weekend? Morning or night?
Has she browsed any specific shoes on your store’s website before?
Is she searching for leather shoes, Kate Spade shoes, or party shoes?
Which language is set in default settings for her Google account?
Safari, Firefox, or Chrome? Where is the query coming from?
If she randomly sees your ad on a search network partner’s website , what kind of website? Is it an e-commerce website or a news website.
If you know all these things about her, you’ll have a better shot at capturing her attention. most impressions won’t convert into clicks. Yet optimizing for each user’s unique search context simply doesn’t scale.
Predictive signals used by AdWords Smart Bidding include device, location, time of day, ad creative, interface language, browser, operating system, and placement type to optimize for anyone who types a search query in Google, considering their unique context and finding the right product.
2. Simplify workflow
Every year Google AdWords keeps updating new features on top of the existing feature. Since the AdWords launch, Google has added smart bidding for its content network, quality score, sitelinks, clicks-to-call and clicks-to-message, shopping campaigns, ad customizers, customer match, extensions, Gmail ads, and more.
3. Focus on adding more value
In earlier days, bidding was central to advertising on AdWords, making the PPC advertiser slave to the ever-changing tweaks and add-ons of the algorithm. If Smart Bidding indeed evolves to automate itself to make the best bets, in a Deep-Blue-vs.-Kasparov style, that shift will open up opportunities for a whole new gameplay, in which advertising will be more about empathy (with strategic targeting) and creativity (with thoughtful copy and design).
In a nutshell, if you were to bid on an ad for the online shoe-shopper Alice using manual bidding or automation vs. Smart Bidding, you’d miss out on capturing granular contextual signals, and probably spend too much time figuring out which filters to apply to your campaign.
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