A Google Ads campaign type with all the functions (performance data transparency, targeting, exclusions, etc.) not only makes for better performance, it also provides a rewarding, multi-step optimization ritual to start your week with.
For example, bid limits.
Bid limits have many use cases. Here’s one: they can prevent wasted ad spend on high CPC clicks and allow for slow ramp-ups during the initial learning period of your smart bidding campaigns.
If a positive short-term ROI is important to you, bid limits can help you prevent costly “mistakes” by the bidding algorithm during the trial-and-error learning phase.
After the ramp-up, when your optimizations are in full effect, and smart bidding has modelled the predicted conversion value of your ad impressions, you can then increase the bid limit on a weekly basis to increase volume (and monitor its impact on ROI).
– Nils