Here’s how you can leverage smart bidding opportunities in Google Ads
First of all, what even is ‘smart bidding’?
Well, smart bidding is nothing more than a subset of automated bid strategies that use machine learning in order to optimize every single ad auction for the best conversion value possible. Basically, it’s an algorithm designed to make the most of your ad budget without any of the heavy lifting usually associated with Google Ads campaigns.
But how can it help my campaign?
You can set up Google Ads Smart Bidding to focus on optimizing for a few general goals, such as cost-per-action (CPA), return-on-ad-spend (ROAS), more conversions, enhanced cost-per-click (ECPC), maximized conversion, etc.
As your campaign is putting up a bid for a search query, Google will be running this calculation in the background. It should also be noted that there is a kind of learning period when you first set smart bidding up, where Google Ads tries to understand how your performance data is working and what kind of results they’re generating based on the settings you chose previously. After that’s taken care of, Smart Bidding can start working in your favor.
What about “consent mode”?
Data privacy has become a huge (and very valid) concern over the last few years. As an advertiser or business owner, it is both your and Google’s responsibility to ensure that your customers’ data is safe and is being used in a way that doesn’t violate someone’s privacy or any safety guidelines.
In response to new data protection laws, such as California Consumer Privacy Act (CCPA), GDPR, PIPEDA to name a few; Google created a feature called Consent Mode, where you can adjust how your tags behave based on which pieces of data the user has consented to share. This option makes sure that cookies are only used for specific means and with the user’s specific consent. It’s also worth noting that this feature is currently only available in Europe and The UK.
Here’s how we can help you:
The conversation around data privacy has honestly just started. Google has introduced policies like Consent Mode to help advertisers stay compliant with changing regulations, but we know this is a crucial discussion we’ll continue to have for years to come. Our goal is always protecting user data while making sure your conversions don’t suffer— and aside from consented data, which we’ve already covered, first-party data also plays a huge role in that.
We know advertising online is far from easy. It can be expensive, time-consuming, and kind of hard to figure out if you don’t have a tech or marketing background or are not staying in the loop of all the policy changes. That’s why we’re here to help. Agents of ROI was originally created for large organizations with huge budgets, but by streamlining ads management frameworks using cutting-edge technology and adapting to new machine learning technologies in the Ads world— we are now proud to say we can offer our high-touch, high performance services to small businesses too.
Got any questions about smart bidding or consent mode? Leave them in the comments below!
