As nowadays more and more sectors in life are automated, online advertising with Google Ads is not an exception. At first, it may seem really strange that something that was done for years by humans, now will be done automatically and especially when it comes to such a precise thing as online ads. Will they be generated as a human did? Will they function as you want them to?
The answer is – yes. Google Ads now offer automation features that will delegate tasks without decreasing value. You can save a lot of time and effort while getting the same results, and even increase ROI with Google Ads automation.
Since its launch, Smart Bidding has been the most valuable Google Ads automation feature which is basically a subset of automated bid strategies that optimizes conversion value in auctions by using machine learning. The feature is also called ‘auction-time bidding.’
How does it work?
Google Ads Smart Bidding has the ability to optimize bids by analyzing dozens of signals in real time and shows the right message to the right customer. It not only dramatically saves time on optimizing your bidding or ads but also helps to achieve better results on your budget. This feature works great with both large and small businesses. For the best results, it is recommended to measure the performance for longer periods, like a month or more. Moreover, relevant keywords do also optimize campaigns by increasing conversions.
Choosing a bidding strategy may seem confusing but it’s not that hard as every of the six major bid strategies refers to different marketing goals:
- Maximize Clicks – to increase site visits.
- Target Impression Share – to increase visibility.
- Target CPA – to get more conversions with a target CPA.
- Enhanced cost-per-click (ECPC) – to increase conversions while still controlling the keyword bids.
- Target ROAS – to meet a target return on ad spend (ROAS) if you value each conversion differently.
- Maximize Conversions – to get more conversions while you spend your budget.
Now with all these strategies clearly stated, you just have to pick one that fits your goal.
Responsive display ads
Responsive display ads are used in standard and Smart Display campaigns. These ads are made to run A/B testing and allow us to focus when looking for the right creative. If you want to create a responsive display ad, you have to upload your images, headlines, videos, logos, and descriptions for Google to automatically generate ads, shown on the Google Display Network.
1. Adding as many original and relevant headlines and descriptions as you can to increase the best visibility chances of your ad. When many unnecessary headlines and descriptions are added, they may disable the system to assemble ad combinations.
- Include at least about 10 headlines to create more options to make your message into a relevant ad and make sure that your headlines are unique, without repeating similar phrases
- Include keywords in 2 headlines
- Make sure to have at least 4 headlines that do not include your keywords. In these headlines, you can indicate your product’s advantages or key information such as its features or shipping information
- Make sure to write at least 2 original descriptions and provide additional information that is not mentioned in the headlines
2. Reusing content from your existing text ads may work as well in your new responsive search ads. Once successfully created headlines and descriptions could not diminish value but may increase the performance.
3. Adding frequently in your ad group keywords to your headlines improves the relevance of your ad combinations for the search users and increases the efficacy of responsive search ads.
Dynamic Search Ads
Dynamic Search Ads (DSA) are automatically generated advertisements by Google Ads. This feature is the best for websites that have a large inventory or that changes their pages constantly and DSAs offer precisely generated solutions for them. They use your website’s content to target the ads to on-point queries with on-point ads and the right landing page.
DSAs use Google’s organic index of your website to find new insights and decide which search would be the best fit for generating advertisements. The results from a DSA campaign may offer you many relevant keywords that you might never think about. Google Ads uses the headlines and phrases of your website to generate a relevant, uncluttered headline and a landing page for your ad by saving a great amount of time.
To optimize your Dynamic Search Ads, based on the notes of categories report, you can divide high-value dynamic ad targets after collecting your data. Then you can take a step to create different ad groups with the description in an ad for each target. This will increase the specifics of your ads. Furthermore, you can eliminate the traffic which doesn’t bring you any value. For instance, you can remove the career segment and the items that are no longer in a sale.