Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Google Ads Introduces 3 New Customizations to Smart Bidding

Google Ads Introduces 3 New Customizations to Smart Bidding Blog Feature

May 21st, 2019 min read

One of the most common questions people have with Google Ads concerns the bidding process.

For this reason, many have turned to Google’s Smart Bidding to automate this process and get the right bid with a fraction of the effort.

However, as consumer behavior evolves, the customer journey is becoming increasingly more complex — which drives demand for ad technologies to evolve at the same pace.

Clearly, Google heard this message loud and clear, announcing four new bid-focused ad features during its Google Marketing Live conference last week.

Below is a summary of all the new products designed to innovate this complex process.  

Campaign-Level Conversion Setting

With any marketing campaign — on the paid ads side or not — an expected (or goal) conversion rate can generally be calculated beforehand based on the competition, the anticipated exposure, and the area of the funnel you’re targeting.

Because these factors can vary so significantly from campaign to campaign, it’s only logical that each unique campaign would have its own conversion rate associated.

However, up until now, Google Ads advertisers could only set a conversion goal at the account level — meaning all campaigns within the account would be tied to the same set of goals.

After an increased demand from advertisers to have more flexibility of this feature between campaigns, Google rolled out the Campaign-Level Conversion setting.

Now, advertisers will be able to map relevant conversion goals to each unique campaign they’re running through Google Ads.

This will help solidify a more accurate bid for each campaign and help set realistic expectations within the ads manager for each tactic used.

Seasonality Adjustments

While Google Ads’ Smart Bidding does already adjust for seasonality using historical data, there hasn’t been a way to manually manipulate this based on other factors.

For example, if your brand is running a one-time promotion or holding a new event, you can expect that there will be different conversion rates than your ad account has historically known.

To accommodate for these anticipated spikes, Google has added a Seasonality Adjustment feature that allows advertisers to manually schedule adjustments when they’re expecting changes.

Now, if you know your conversion rate will change, you can go into your ad account and schedule out an adjustment, and Google will know to make changes accordingly.

Maximize Conversion Value

Previously, Google’s Smart Bidding strategy was largely centered around efficiency and getting the best return on ad spend (ROAS) for your campaign.

However, advertisers provided feedback to Google that their main focus was on volume and growth. Keeping ad spending down wasn’t as important to them as long as they generated high-quality conversions.

After all, while you can measure ROI in dollars, there are so many other factors advertisers consider to be “ROI”, especially in the digital ad space. Things like impressions, brand awareness, ad recall, and website visits can sometimes be more meaningful than dollars generated from an ad campaign. This is especially true for top of the funnel advertisements.

To meet this demand, Google introduced the Maximize Conversion Value Bidding Strategy.

This feature uses historical data and contextual signals present at auction-time to create bids aimed to get you the conversions that are most valuable to your campaign and budget.

Advertisers define the value they want to maximize (or what they consider to be a conversion) beforehand, and Google’s automated machine learning systems will do the rest!

This is a great way to use Smart Bidding to save time in the auction process while still keeping your unique campaign goals a top priority.

Value Rules

While this isn’t a new bidding strategy, it is a new feature that advertisers should keep in mind before they dive into any of the aforementioned features.

As we all know, not all conversions are of equal value. As you scroll through who’s actually converting on your ads, you may find factors that immediately disqualify certain leads.

With Value Rules, this will no longer be a problem.

Value Rules allows advertisers to differentiate conversion values based on different characteristics that make one lead more (or less) valuable than another; things like location, device type, audience, etc.

You can customize these criteria for each campaign so they align more closely with your business goals.

Value Rules is expected to roll out in the coming months, so keep an eye out for updates!

Final Thoughts

In this space, there is an increased focus on automation — mostly for good reason.

After all, time is limited, so the more we can automate processes and tasks, the more time we have to strategize and analyze.

However, these updates have shown us that while automated systems can do a lot, they don’t always have the context that a real human would have to make adjustments, and sometimes a level of manual tweaking is necessary to get to the best outcome.

Google’s latest bid strategies provide the opportunity for manual human intervention without sacrificing the time-saving automation we’ve grown to rely on.

As we begin to understand more and more of the customer journey and how much it differs not just from brand-to-brand, but from campaign to campaign as well, I anticipate that there will be even more of these ad enhancements that offer automated solutions, but I think we will also see the continued ability for the humans setting these systems in place to provide some valuable contextual information as well.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE