AI-Powered Google Ads: Are Automated Bidding Strategies Worth It?

Most digital marketing agencies will combine PPC and Search Engine Optimisation (SEO). Why? Well it's because PPC advertising works faster. The instant you publish your advert, it can start driving traffic to your landing pages. Google Ads also offers a good return on investment, along with valuable insights for each ad, so you can monitor what works and what doesn't, adjusting your strategy accordingly.

Understanding Automated Bidding

Creating your Google Ads strategy will take time, as you need to perform keyword research, competitor research, not to mention A/B testing, ensuring your strategy is effective. 

Google Ads bidding involves determining how much you want to spend on each advert. You may focus on generating leads or conversions, but you need to decide how much you are willing to pay to achieve your goal. With Google Ads, you can choose manual bidding or automated bidding.

• Manual bidding – you set individual bids for each keyword in your strategy, providing you with complete control 
• Automated billing – a streamlined process where Google decides how much you will spend. You give Google a range you are willing to pay, and the algorithm works out your bidding amount.

Automated billing offers six types you need to be aware of:

• Maximise clicks – get you the most clicks possible
• Impressions – this bid increases your advert visibility
• Maximise conversions – your money is spend securing as many conversions as possible
• CPA – Cost Per Action to ensure you get as many conversions below your budget
• ROAS – Return on Ad Spend focuses on helping you increase your return on investment
• Conversion value – automated billing maximises the conversion value of your ad campaign 

Yes, you are probably at this point, thinking how great automated billing sounds, but it's essential you understand the pros and cons of automated billing, in order to make the best informed decision.

Automated Bidding Advantages

Automated billing offers many advantages, streamlining your bidding process:

• Create a strategy based on your goals
• Saves time 
• Don't need to conduct major research 
• Google optimises your budget

Automated Bidding Disadvantages

While there are excellent benefits to automated bidding, there are also disadvantages you will want to be aware of:

• You do not have complete control over your budget
• You have to trust Google and believe they have your business interests in mind
• Google will make you spend more to ensure they may a profit 
• There is not a lot of information about the campaigns, so you cannot determine the success or failure, when you set your own bids, you can identify problems and fix it quickly.

When to Use Automated Bidding

You are probably confused as to whether you should use automated bidding or not when it comes to your AI-powered Google Ads. 

Automated Bidding

We recommend you select automated bidding if you don't have the knowledge, time, or resources to spend manually bidding on ads. Bids should be managed by digital marketing professionals who have the expertise to ensure your campaign is a success. If you don't have the skills and expertise, automated bidding is the best option, enabling you to focus on your business, while Google focuses on making your ads visible to the right audience.

Manual Bidding

We recommend you select manual bidding when you have a reputable and experienced digital marketing agency working alongside you. Digital marketing agencies have the time and resources to study paid advertising, ensuring you retain control of your spending. 

Conclusion

Whether you choose an automatic bidding campaign or a manual bidding campaign for your Google Ads, you need to know this is the most effective way to generate leads and increase sales. If you need help making decisions regarding your Google Ads strategy, contact the team at Genie Crawl today.