How Automatic Bid Optimisation Transforms Large Account Management in Google Ads

Do you manage many ad groups and ads in a Google Ads account? Bidding automation could be helpful to you.

Using this auto-apply recommendation to optimise bidding, whether you are using the "maximise conversions" or "maximise conversion value" strategy, allows the algorithms to adjust bids in real-time, optimising expenditure and improving ROI without constant manual intervention.

In an ideal world, you would have the time to analyse and adjust the bids when you deem most appropriate, based on data, but this is not always possible when managing a high volume of clients.

This technique frees up time that would otherwise be spent on manual adjustments. If you manage a high volume of clients, those who have many ads with quite technical or complex products and services, this automatic application can greatly simplify campaign management and give you better results.

Fine-Tuning Bidding Strategies in Google Ads: Maximizing Conversions Safely

When implementing a bidding strategy on Google Ads to maximize conversions with a target CPA, monitor the cost/conversion metric over the last 90, 60, and 30 days.

If you observe a positive trend in reducing the cost/conversion, consider adjusting the target CPA. However, make sure that the weekly variability of the cost/conversion has not exceeded 20% over the last four weeks, as having consistent and predictable data is crucial.

This should be done cautiously to not limit your bids too much and lose visibility and potential conversions.

🔍 Extra tip: be careful with having auto-apply recommendations activated so that Google Ads decides for you the type of bidding, whether you use target CPA or target ROAS, or how much CPA or ROAS you should have. Completely delegating these decisions to automation is like handing over the responsibility of your campaign strategy to Google.

Optimize Your Google Ads: Essential 2-Month Checklist

In addition to doing good keyword research in Google Ads, it is also important to consider the following, at least every 2 months:

1. Does your page have a clear offer and call to action (Search, PMax and Display)?

2. Is your landing page relevant to the search terms (check your "Ad Relevance" score) (Search)?

3. Does your page include credibility markers such as testimonials and reviews (Search, PMax and Display)?

4. Are there any irrelevant landing pages used by Google that should be excluded (PMax)?

Very useful especially for service based businesses.