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Every ad platform has some degree of automated bidding.
The decision to lean into giving ad platforms control over bids has gone from a hard no to “it depends.”
When implemented correctly, automated bidding can outperform human governed bids.
Goals that don’t align with the budget can doom automated bidding.
Additionally, automated bidding will block some settings from influencing the campaign.
So it makes sense that Caterina from Oslo wants to know:
“Does it still make sense to adjust locations, time, segments, and device bid with Google’s automated bidding strategies?”
In this installment of Ask the PPC, we’ll go over:
- The difference between manual, smart, and automated bidding.
- Which bidding strategies allow for manual adjustments.
- When it makes sense to go manual vs. automated.
What’s The Difference Between Manual, Smart & Automated Bidding?
Manual bidding is the most straightforward: The advertiser sets the bid and uses bid adjustments to direct budget toward or away from people, places, times, and devices.
Advertisers can choose to use scripts to automate manual bidding, so it’s closer to the real-time bidding found in automated/smart bidding.
Smart bidding focuses on a “smart” goal like conversions or return on ad spend (ROAS).
These bidding strategies only allow advertisers to adjust the...
Read Full Story: https://www.searchenginejournal.com/manual-adjustments-vs-automated-bidding/440684/
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