Google Revamps AdWords Automated Bidding: What You Need to Know

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Sophie Monks

Senior Social Specialist

Over the next couple of weeks you can expect to see some pretty big changes being rolled out for Google Adwords automated bidding. While many of these changes are semantic, you can expect to see the workflow being updated with new functionality.

Here are just a few of the big changes being made:

Name Changes

There are several basic name changes being introduced, including:

  • Flexible strategies renaming to ‘portfolio’ bid strategies
  • A strategy applied to a single campaign will be called a ‘standard’ bid strategy
  • Conversion Optimizer is now a Target CPA

Despite the renaming, these changes will not massively alter the way in which these systems operate. That said, there are certain functionality updates that have been made in order to improve the efficiency of AdWords.

Functionality Changes

Account managers will have the ability to create and add to their bidding strategies from the Campaigns Settings tab. That means that you no longer need to access it via the Shared Library, which should see greater efficiency across campaigns by speeding up the process.

In the newly named portfolio bid strategies, the Target CPA can now be tailored to provide different CPA goals for separate ad groups. This means that you’re able to set different CPA targets for multiple ad groups in a bidding portfolio, allowing you to change your bids to match the value and demand of the product or service in question – this is especially useful within ecommerce but it cannot be applied to video or universal app campaigns.

Better AdWords Reporting

All of this comes just weeks after improved AdWords insights were brought in, allowing account managers to analyse their accounts in much more detail. This includes the new algebraic formulas in custom columns, giving you the precise data you want in order to physically go in and tailor your campaigns.

Improving Your PPC Account

While automated bidding may be getting better by the hour, it takes a good understanding of PPC bidding, account structure and campaign goals to ensure that your budget is going as far as possible. Liberty specialises in creating outstanding AdWords campaigns that are designed to achieve and exceed your goals.

Want to make your online advertising budget achieve a great ROI? Talk to Liberty today.

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Sophie Monks

Senior Social Specialist

Sophie has over 6 years of experience in the social media and content space, working in both in-house organisations and agencies. She has worked with exciting established brands in her time such as Campari, Aperol Spritz, Oppo Ice Cream and PayPal Australia. She enjoys the content creation process – from mapping out the shot and…

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