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Google recently published an article on their blog about these three Google Ads automation best practices, which we’ve summarised here for our readers.
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How to automate: keyword-level bidding
Keyword-level bidding, for example, can be extremely useful when you’re targeting long-tail keywords or topics. Rather than manually creating a bid strategy for all possible combinations of search terms, you can use keyword-level bidding to handle bids on individual keywords. Let’s say your business sells drones. Rather than setting up five campaigns (one for each variation on drones) and spending hours trying to set up a bid strategy in each campaign that maximizes performance across all five, you could use keyword-level bidding in just one campaign to bid on variations like drones under $100 or the best drones. This means less management time and more money going toward bringing actual customers into your funnel.
How to automate Smart Bidding
With Smart Bidding, your ads will be more efficient, and you'll get more bang for your buck. This setting automatically optimizes bids based on how people respond to your ads. It's one of our favorite ways to automate, especially if you're a new advertiser and still learning how people interact with your business. To learn how to set up Smart Bidding, visit our Help Center. If you're looking for some tips on creating effective ad text that works well with Smart Bidding, read more here.
Reach your customers at their moment of need: Customer Match is an automation feature that lets you reach potential customers when they’re searching for something related to your business or store. It can help increase relevance and improve conversion rates. For example, if someone searches for organic cotton baby clothes but doesn't see any results from your shop in their search results, they might check out another retailer's website instead. However, with Customer Match enabled, those same potential customers would see relevant ads from your shop at just the right time—when they’re actively looking for what you have to offer!
Each component within a campaign can be automated. For example, suppose you have a campaign for your event space. In that case, you might include specific ad groups that target different audiences and different keywords that describe related words such as workspace, boardroom, and event space. This way, when someone types in one of these terms into their search engine, they’ll see an ad immediately after their query. To help users do just that, it’s important to choose relevant wording for each piece of text-based content on your website so that people who arrive at your page via a search engine will be informed and interested in what you offer right off the bat.
Using automation in Google Ads can save you time and help you get the most out of your marketing budget. There are certain best practices to follow to achieve this goal. Customer Match is an automation feature that lets you reach potential customers when they're searching for something related to your business or store. Smart Bidding can help increase relevance and improve conversion rates by targeting specific audiences with specific ad groups, keywords, and text-based content.