Google Ads Auction-Time Bidding Comes To Search Ads 360
Smart Bidding in Google Ads uses machine learning to set bids at auction-time by factoring in a wide range of signals that help predict performance. Now you can take advantage of Google Ads auction-time bidding in your Search Ads 360 bid strategy. By activating auction-time bidding you can enhance your performance when bidding on Google Search, while still maintaining your cross-channel bidding strategy powered by Search Ads 360. During beta testing hundreds of Search Ads 360 advertisers enabled Google Ads auction-time bidding and saw an average lift in conversions of fifteen to thirty percent at the same or better ROI.
Identify more opportunities with auction-time signals
Every day billions of people turn to Google to find answers. While people are often searching for the same things, their searches are unique thanks to their context. This includes their device, browser, language, location, time of day, and other factors. Google Ads auction-time bidding automatically sets bids based on these signal combinations.
For Vodafone, factoring these signals into its bidding strategy was mission critical. Vodafone is one of the world’s largest telecom companies with mobile operations in 25 countries. During the beta period, Vodafone enabled Google Ads auction-time bidding in Search Ads 360 to ensure the right bid was being set for each auction across every location in which they operate. Now the team plans to activate Google Ads auction-time bidding across their Search Ads 360 bid strategies.
Reach more customers when they are ready to convert
Google Ads auction-time bidding anticipates when a conversion is likely by analyzing your account history, Floodlight conversions, and exclusive signal combinations. This unique approach improves Search Ads 360 bidding results by helping you reach more customers when they are ready to convert.
Head of Marketing, Jamima White, at Australian energy company AGL, discovered that Google Ads auction-time bidding helped drive results for her business in a competitive environment. With Google Ads auction-time bidding enabled, AGL saw conversion volume increase nineteen percent at the same cost per acquisition.
Give Smart Bidding time to learn and improve
Google Ads auction-time bidding performance improves over time with more data. When enabling auction-time bidding, plan for a one-week window where Google Ads Smart Bidding learns about your business and doesn’t set auction-time bids. After the initial learning period, Google Ads will begin setting auction-time bids while continuously learning and adapting to changes in your performance.
How to enable Google Ads auction-time bidding functionality in Search Ads 360
Auction-time bidding in Search Ads 360 is generally available for Google Search campaigns, and launching in open beta for shopping campaigns. If you’d like your shopping campaigns in Google Ads added to the beta, reach out to your account representative.
To get started with Google Search campaigns navigate to an existing bid strategy. Then, under “Engine features”, check the box for “Auction-time bidding.”
Enable Google Ads auction-time bidding with one click
To learn more about Google Ads auction-time bidding in Search Ads 360 visit the Help Center, or contact your account representative.
Source: Official Google Webmasters Blog
I tell you, if it wasnt for artificial intelligence and some of these programs that companies like Google put out, we would be lost. They are better at predicting what is going to work and what audience to reach than we are. Tools like these are worth the money spent.
Hey, Craig! Artificial intelligence and machine learning have certainly revolutionized the field of marketing by providing more sophisticated tools for analyzing data and making predictions about audience behavior. Companies like Google have been at the forefront of this innovation, and their products have helped businesses of all sizes make more informed decisions about their marketing strategies.
While these tools can be expensive, the insights they provide can be invaluable in terms of optimizing your campaigns and improving your ROI. As technology continues to advance, it’s likely that we’ll see even more powerful AI-based solutions emerge that can help businesses stay ahead of the curve. Thanks again for your comment, and we hope that our website provides you with valuable insights on how to leverage these tools for your own marketing efforts.