Are you interested in some advanced PPC Hacks to optimize your Google Ads account?
If so, join me and the talented Nadine Maier at SMX Advanced in Berlin.
Here’s a sneaky sneak peek: we’ll be talking all things from budgets to bidding, from audiences to creatives, and from feeds to reporting.
Hack #13:
In the past, we used to run all of my competitor campaigns(*) on manual bidding with a CPC bid to ensure we ranked at the top of the page.
We noticed that it was hard to make these kinds of campaigns profitable because Quality Scores, CTRs, and Conversion Rates tend to be very low compared to the generic keywords in our accounts. This resulted in CPAs that were mostly too high.
Not anymore.
A few months ago, we started testing smart bidding on competitor campaigns and the results are very convincing.
Here’s the data from one of the latest experiments:
Note that the only difference between the original and the experiment is the bidding strategy. Moreover, search term analyses did not show a significant difference in the types of searches our ads showed for.
What this tells me is that Google’s target CPA bidding learned how to discriminate between clicks from people who are open to an alternative, versus the people who really are looking to buy from the competitor.
Great job Google, smart bidding FTW!
(*) Note: competitor campaigns are campaigns that only contain competitor brand names as keywords.
Want to see more “hacks” like these and learn much more from other PPC professionals?
–> Get access to SMX Advanced Berlin (10-11 Sep, 2024) !
– Nils
P.S. I’ll also present a Google Ads Audit workshop at SMX Advanced. In this hands-on workshop, we will go over some of the more advanced auditing techniques for Google Ads, which you will immediately check in your own account. We will also automate some of the checks and analyses via scripts.
If you’d like to attend, you can apply below:
Click here to apply »
https://smxadvanced.eu/workshop/hands-on-google-audit/
(Use discount code ATFPPCP24 to get 20% off the workshop and the rest of the event.)
Seats are limited. It’s not too late, but it will be soon.
I hope to see you there!