For years, advertisers have used automated bidding technologies to improve the performance of their digital media campaigns in Google Ads. Smart Bidding solutions are a set of automated bidding strategies that use machine learning to optimize for conversions or conversion value. More than 80% of Google advertisers are already using automated bidding.1 So how can advertisers level up from here? The next evolution of automated bidding will focus on two key elements:
- Expanding from single-channel optimization to holistic cross-channel optimization.
- Working together with AI to provide it with the highest-quality inputs possible.
This includes:
- Building a privacy-centric measurement infrastructure that solves for unknowns in the customer journey and provides a complete, accurate view of performance.
- Sharing the same data you use to measure business success with Google Ads, including actual sales and conversions, along with revenue, profits, or even customer lifetime value. Doing this ensures AI is optimizing for what truly matters to your business and bottom line.
- Adding a wide variety of creative assets.
Advertisers that excel in these two areas will set themselves apart from competitors and ultimately improve the ROI and growth their digital campaigns deliver.
1. Google Internal Data, Global, 2021-03-16 to 2021-04-12
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