do I start with manual bidding ? should I start optimizing on ROAS ? on TCPA ? maximize conversions ? maybe clicks ?
This is one of the questions when I'm doing a 1 on 1 consultations that a lot of people ask me, what do I do when google asks me how to optimize
we need to take 2 things into consideration :
the first one is – how old this campaign is on that specific google ads account ? did we get some conversions in the past ? is this a brand new account and campaign we're setting up ?
The second question is – what campaign are we going to start opening ? discovery ? display ? youtube ? search ? shopping?
And the answer to what initial optimization setting we're going to choose really is a combination of these two answers to these questions …
So in general, when we have a brand new campaign or account, we never got conversions, we never tested this campaign – what we wanna do is get some traction going by manually bidding our campaign, getting some conversions going – and from there moving up to a more automated type of bidding
And that works really good if we wanna go with the more narrowed down google networks – like the search network, OR if we wanna go with the broader networks like youtube or gdn or discovery – but we already know who our audience is – maybe we saw some settings on another account, maybe we're using some spytools or maybe we just ran a really similar product in the past, in that case – we can start running on the broader networks and choose to manually bid and optimize.
maybe you have a lot of campaigns to manage or maybe you just don't wanna be really hands on this campaign – you can go with a more automated type of bidding, but not conversions based – "maximizing clicks"
If we have some conversions in this campaign because we either ran it in the past or we started maybe with manual bidding – what we're going to do is move to the next level – that would be the easier "maximize conversions".
When we ran the campaign for at least 2 weeks AND got at least 50-100 conversions we can move up to TCPA – target CPA, what I'm going to tell you next is really important – so the Target CPA bid is going to be based on both the avg on that specific campaign but also on the avg inside the whole account, that means that if you have a really bad converting on a high CPA campaign – you might want to consider shutting it down pretty early on because you know you're going to switch to TCPA in the future, or if you look at it in another way – if you see that you have a really bad converting campaign with a high CPA , and when you switch to google's TCPA option it suggests a really bad TCPA , you might want to consider giving up on it.
In any case – the deal with TCPA would be choosing an initial TCPA that's 10-15% higer or exactly the same at the avg you have , and than , every week, as long as you're hitting the cap , meaning you're spending everything you've set in the budget and still getting conversions – you can drop the TCPA by 10%
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