Google Ads: Manual And Automated Optimization
Who is smart, human [manual] or machine [automation]? Well, It seems like we are in the era of automation. Google is executing new functions frequently, related to automation, whether its campaigns or bidding.
So let’s talk about the Smart VS Manual Optimization/Strategy/Bidding.
According to my experience, smart bidding works very well when we have some historical conversion data in accounts.
We implement smart bidding strategy to get more conversions/revenue than before. Therefore, automation works well when accounts/campaigns have a good history of conversions/revenue. However, this strategy tends to work well for 2 to 3 months and then you will start noticing a decline in conversions, traffic and revenue. Smart bidding then makes your account performance stagnant after three months of optimization.
Automated Optimization Includes:
1. Smart Bidding Strategies
- Target CPA
- Target ROAS
- Maximize Conversions
- Maximize Conversions Value
- Maximize Clicks Target impression Share
2. Smart Campaigns
- Smart Shopping
- Smart Search [Adwords express]
- Smart Display
Manual Optimization Includes:
1. Bidding Strategy
- Manual CPC
2. Campaigns
- Standard Search [DSA, Call-only]
- Standard Shopping
- Standard Display
If we look at the list of components, the first thing that comes to our mind is that we have more options to run in automation and less to run with Manual. But as a matter of fact, in automated optimization, we set the campaigns up and leave whereas in manual optimization, we need to keep an eye on it. [keep optimizing].
Control over/Pros.Cons between Automated & Manual
| Control over/Pros.Cons | Automated [Smart] | Manual |
| Can I change bids frequently? | ||
| Less Management | ||
| Location bid adjustment | ||
| Device bid adjustment | ||
| Time Saving | ||
| Scheduling | ||
| Demographic Adjustment | ||
| History Necessary | ||
| Negative Keywords Insertion? | ||
| Search Queries Optimization | ||
| Budget Adjustment | ||
| Set up Priority [High, Medium & Low] |
- Considering the list of pros & cons, in automated optimization, we don’t have much control, especially over Avg.CPC. We can surely neglect higher CPC if automation gives us the sales/leads, at a good CPA.
- To gain control over Avg.CPC, most people move to manual bidding and end up losing the leads/sales at some stage. But only manual bidding is not the option I believe.
When performance drops, all we do is move to manual optimization and start panicking. Plus, We start feeling burdened with the pressure of achieving results and being accountable to our clients for the performance and spending.
To maintain the CPC, To get continuous results, To increase the revenue, and To achieve other Key Matrix you have to choose proper optimization techniques that suit and best for your account.
We can certainly help you in google ads management with a number of strategies to achieve the best results that you were getting in the past.
Nicely explain. Just wanted to add some values like in Smart search campaigns, we can schedule ads.
Another point is, in some of the accounts, Google has rolled out search query optimization & Negative keywords to insert in smart search campaigns.
Yeah, smart search has that feature in some of the accounts which are really helping us to prevent the negatives.