You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?
Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
Create 1 campaign and apply target search page location bidding to drive visibility and reservations
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns and ad groups.
Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target. Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups. Target CPA bidding was previously referred to as “Conversion Optimizer.”
Read more here: https://support.google.com/adwords/answer/2979071
Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business. This article outlines the 6 different types of automated bid strategies and when to use them.
Before you begin
If you’d like to automate your bidding for a Shopping campaign, read About automated bidding for Shopping campaigns.
Let’s say you want to increase conversions across your campaigns at a CPA goal, but don’t have the time to set an individual max. CPC for each individual keyword. By adding those keywords to a portfolio Target CPA bid strategy and setting a CPA goal you want to hit, you allow AdWords to automatically optimize bids across keywords using advanced machine learning to get you more conversions within your performance target.