You have a superior choice when determining your PPC (Pay Per Click) adwords bidding strategy: manual or automated. Your decision will rule the limit of your control over your PPC Campaigns and Keywords, as well as how your daily budget is allocated.
In this blog, we will explore the two significant AdWords bidding options. And why we prefer one over the other most of the time.
Adwords bidding strategy: Manual bidding VS. Automated bidding
Manual PPC (Pay Per Click) bidding allows you to set your bid and change it any time. You decide a maximum cost per click, though you often won’t end up paying too much. You pay the minimum needed to stick the position of your ad.
For Manual PPC Bidding, you must spend time monitoring your campaign, watch the keywords level for ad positions, CPC (Cost Per Click), and other analytics to figure out if you want to increase, decrease or maintain your current bids. A manual bidding strategy lets you know these changes at ad groups and keywords level. It takes some time, but it provides you the complete control over your campaign.
On the other side, we have automated bidding. Google calls automated bidding “the simplest and most commonly use bidding strategy.” Automated PPC (Pay per Click) bidding takes less time to set up and run your campaign, but it also reduces your control over your campaign.
As with a manual strategy, you can set and change a maximum CPC (Cost Per Click), but only at the campaign level, where google manages your ad group and keyword biddings. It tends to be the choice of marketers who are running several ad campaigns at the same time or Freshers who are new to PPC (Pay Per Click) bidding and have no idea to monitor ing ad campaigns effectively.
In case of automated bidding, Google AdWords sets the bids for your campaign for the maximum clicks where you lose your control for increasing and decreasing budget to a specific ad group or keyword based on daily or weekly performance analytics.
Why I choose manual bidding strategy
Within the manual and automated bidding options, you will find several ways to set your campaign. But the primary choice is between the manual bidding vs. automated bidding. I’ll prefer a manual bidding strategy to retain my control of the ad group and keyword bids.
The word “automated” might make the option more attractive, especially to someone with limited PPC (Pay Per Click) experience. Some automated settings, such as “enhanced cost per click,” use a variety of factors that we can’t monitor manually.
All AdWords automated bidding strategy depends on the history of your account, and the reliability of your tracking tools. If there’s a tracking problem, leaving you with zero conversion data. Google uses this tracking information to place your automated bids.
Once your automated PPC (Pay Per Click) bidding acts on misinterpreted data, it’s tough to go back and change it. First, you have to see that there’s a problem, which is challenging if you’re running multiple campaigns. Second, you will face some difficulty in repairing the damage of incomplete data.
I am not saying that the automated bidding strategy can’t work. With proper testing and monitoring, and it can work great. The thing is that you’re going to spend as much time monitoring the automated process as you would managing the manual one. At that point, you have to think about which option costs you more, and how well you can control and monitor your campaign.
Considering a hybrid bidding strategy
For the marketer who is managing multiple ad campaigns, a hybrid bidding strategy using both manual bidding and automated bidding for PPC (Pay Per Click) might be best. No two campaigns will be the same, so it’s essential to understand and test all of your options.
If you decide to try automated bidding, I will recommend investigating your budget in cost-per-acquisition (CPA) bids, which is part of Conversion Optimizer. For this type of campaign, Google requires at least 15 conversions in the last 30 days. However, I think waiting until you’re closer to 30 and looking over the past year’s changes is a better idea.
Implementing CPA (Cost Per Acquisition) bids will tell Google to look at how many ads clicks you get before someone completes a conversion, whether that means making a purchase or otherwise interacting with your site. With the focus on improving conversions, you work toward lowering your CPA (Cost Per Acquisition).
Keep it simple with a manual bidding strategy
I endorse trying all bidding options that may apply to your advertising goals, so long as you have a good benchmark to start. My preference is for a manual AdWords bidding strategy, though I recognize situations where an automated route might be ideal.
However, that automation comes with the necessity to monitor closely and have a strong sense of your goals. Automation might sound more relaxed, but a manual PPC (Pay Per Click) bidding strategy keeps you safely in control.