Manual bidding for viewable impressions, also known as vCPM bidding, lets you control the visibility of your ads by fine-tuning your maximum vCPM bids.
Here are some cases in which we'd recommend manual vCPM bidding:
Manual vCPM bidding probably isn't for you if the goal of your campaign is a direct response from customers, like buying a product or filling out a form. Example You're giving a free concert in Paris, and want to get as many music lovers to come as possible. You're running a campaign with vibrant image ads that share the date, time, and location of the event -- everything a music fan needs to know to show up. As long as people see your ad, they'll know your whole message. Viewable CPM bidding can help you get it in front of as many eyes as possible. The final step to setting up your AdWords is to place your conversion tracking codes. A conversion is designated as a purchase, sign-up, page view or lead. To view your successful conversions in AdWords, click your Campaigns tab or click on the Reporting and Tools tab and select “Conversions.”
Here are the steps to generating and placing your conversion code snippet:
Before you dive head first into ad writing, take a step back and think about the brand and products you’re promoting and the audience you want to appeal to. There are a lot of aspects surrounding a company that should help you in writing your ad text.
Thorough keyword research and a tightly knit structure will be useless without great ads. You need to entice searchers to click on your ads, and once they land on your page, perform the desired conversion. Relevant ads and landing pages help you achieve a good cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
Rules of an AdWords Ad You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. Character Limits
You can show your ads in a rotating fashion, which will allow Google to show them more evenly. This is the preferred method since it makes a/b testing for your ad copy easier and it also offers better control over your metrics. Other options include Optimizing for clicks (this is the default – change it!) and Optimizing for conversions.
Once your ads have been running for a while, see how they're doing. If your goal is to drive sales and website traffic, ask yourself these questions:
Adjust your bids to increase your return on investment Once you’ve identified which keywords, locations, times, and devices are getting good results, you can adjust your bids accordingly. For instance, if a keyword has a low average CPC but each click converts well, you may try increasing its max. CPC bid. This could improve the ad’s average position for that keyword, giving your ads more exposure and potentially increasing your ROI. If a keyword has a high average CPC but clicks seldom result in conversions, you may try reducing its max. CPC bid. A lower max. CPC bid is likely to decrease your ad’s average position for that keyword, the number of impressions and clicks it receives, and, as a result, its cost. Not only can this strategy improve your ROI on low-performing keywords, but it frees up part of your budget to invest in more valuable keywords. Over time, if it continues to perform poorly, you may wish to remove that keyword entirely. Similarly, consider increasing your bids in locations where your performance is stronger. Or if you tend to see less foot traffic to your store during certain hours, you could increase bids for that time period and run ads with promotional offers to drive more people to your business. A couple things to keep in mind when thinking about bidding changes: We recommend changing your bids in small increments, then see how many clicks and conversions your keywords begin to accrue before editing again. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your bids regularly. It's possible to improve your ad's position by improving the quality of your ads, keywords, and website, without increasing costs. The higher the Quality Score for your keyword, the less you pay for a given ad position, and vice versa. If you're just starting out in AdWords, go with a budget and bid amount that you’re comfortable with.
After your ads have run for a while, evaluate which keywords are more effective in bringing in sales, using reports in your account. Adjust your bids to spend more on keywords that are proven to work. This can improve your ad position for those keywords and attract more customers. Use Google tools to get custom bid estimates based on your advertising goals and performance history. You can also set up automatic bidding to let Google do the work for you. Choosing your first bids First things first: there's no one recommended bid amount that works best for everyone. The right bid for you will depend on the cost of your keywords, the type of campaign you're running, and your profits. Most people starting out in AdWords use cost-per-click bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that's the highest amount that you're willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you. If you’re unsure what bid to start with, try setting a max. CPC bid of US$1. Example Let's say you own a skateboard shop and you make US$10 from every skateboard purchase. You've seen that on average, one in 10 visits to your website results in a purchase. If you set a max. CPC bid of US$1, you’ll break even (advertising costs = sales).To make a profit, you should spend less than US$1 to get a click on your ad, which means you’ll want to set your max. CPC bid below US$1. When you set a max. CPC bid in a new campaign, it's applied to the keywords you choose for your ad group. You can change this ad group default bid at any time. If certain keywords are more relevant to your business than others, you can choose to set different bids for them in order to increase your chances of having your ad appear when people search with those keywords. These are called keyword bids. To make changes to individual keywords, click the bid amount in the “Max. CPC” column for that keyword.
When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied together to determine how much your bid will increase or decrease. However, multiple mobile and location bid adjustments behave differently. Multiple mobile bid adjustments If you set a mobile bid adjustment at the campaign-level and also at the ad group-level, the ad group mobile bid adjustment will be used to determine the resulting bid adjustment. However, if the campaign-level mobile bid adjustment is -100%, then the ad group-level mobile bid adjustment won't be used. Multiple location bid adjustments Multiple adjustments that apply to the same location won't be combined. If you set an adjustment of +50% for France, and +100% for Paris, only the adjustment for Paris, the most specific location, will be used for traffic from users in Paris. Multiple Display Network content bid adjustments For Display campaigns, you can set a bid adjustments at the ad group level on a specific targeting method in the Display tab, as well as on Top content in the Settings tab. This means that when your ad is eligible to appear on a specific placement that also qualifies as top content, AdWords could use two bid adjustments. One bid adjustment could be based on a specific targeting method, such as topic, and the second could be set for top content. Learn more about Display Network bidding Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time of day, or from a specific location.
In this article, you’ll learn about the different types of bid adjustments and their requirements, how multiple adjustments interact, and what options are available for different types of campaigns. If you’re looking for instructions on how to set bid adjustments, read how to add or remove a bid adjustment. How bid adjustments work Bid adjustments are set by percentages. Say you've got a campaign that performs well on mobile devices with a max CPC bid of US$1. To show your ad to more customers on mobile devices, you set a bid adjustment of +20% for searches on mobile devices, resulting in a final bid amount of US$1.20. Here's the math: Starting bid: $1 Mobile adjustment: $1 + ($1 x 20%) = $1.20 Resulting bid for searches on mobile devices: $1.20 In another example, let’s say you have a US$1 bid and would like to decrease it. To adjust it to US$0.80, select -20% (not +80%, which would cause your bid to increase to US$1.80). From Manual CPC bidding to a number of automated bid strategies, AdWords offers many different ways for you to set your bids. Each is designed to help you achieve a specific business goal. In some cases, your goals may change, and you’ll need to update your bid strategy to match.
Instructions Sign in to your AdWordsaccount. In the "Campaigns" tab, click the name of the campaign you want to edit. Click the Settings tab. Scroll down to the "Bid strategy" section. Click Edit then Change bid strategy. Select your new bid strategy. Click Save. |
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