Bidding best practices (part 1 of 6): Prioritizing and iterating on your bid adjustments
Today’s post will provide best practices for prioritizing bid adjustments across location, time and device. It will also suggest ways to optimize these adjustments over time, especially as outcomes and business conditions change.
In this new multi-screen world, advertisers are seeking new ways to reach people with ads that are relevant to their context. With an enhanced campaign, you can easily reach consumers and vary bids by device, location, and time of day – all within a single campaign. Learn more about the three types of bid adjustments and what each one can do for your
Stacking bid adjustments
Bid adjustments can be stacked on top of each other to optimize reach for each campaign. For example, if you operate a store in San Francisco and know that your campaign performs well on mobile devices on every day except Sunday, then you can set bid adjustments to increase bids for mobile and San Francisco; and decrease them for Sundays.
If you have a store which is only open during certain hours, time will likely be the most important bid adjustment to set first.
If you see very different advertising performance across countries, cities, states or zip codes (or if you wish to bid higher for users who are physically close to your stores), location may be the first bid adjustment to set.
If your advertising performance varies widely between mobile and non-mobile devices, device could be your starting point for bid adjustments.
If you do not track conversions, you can optimize your bid adjustments based on clicks or impressions.
If you do track the number of conversions (using AdWords Conversion Tracking, Google Analytics or other tools), you can set your bid adjustments based on your actual conversions and CPA.
If you track the revenue or profit associated with each conversion (using the Ecommerce functionality of Google Analytics or other tools), you can set your bid adjustments based on the actual revenue that results from your ads.
Posted by: John Sullivan, Global Search Solutions
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