Combining Smart Bidding with Manual Tactics for Maximum Control
Let’s face it: digital advertising in 2024 is like juggling knives while riding a unicycle—it’s tricky, but with the right moves, you can still pull off a showstopper. In this high-stakes world, finding the perfect balance between smart bidding automation and good ol’ manual bidding is your secret to unlocking more conversions while keeping a firm grip on control.
So, if you’re ready to optimize your Google Ads like a pro, buckle up because we’re about to show you how to combine the best of both worlds.
What the Heck Is Smart Bidding?
Imagine if a robot could manage your bids while also predicting the future. That’s basically Smart Bidding—Google’s way of using machine learning to optimize your bids for conversions or conversion value in real time. Here are the big guns:
Target CPA (Cost Per Acquisition): Tries to get you the most conversions without going over your budget.
Target ROAS (Return on Ad Spend): Aims to make your money work harder by maximizing conversion value.
Maximize Conversions: Sets bids automatically to get as many conversions as possible.
Maximize Conversion Value: Focuses on squeezing every last drop of value from your budget.
Why We Love Smart Bidding
Saves You Time: Wave goodbye to manually adjusting bids—Google’s bots handle it all in real-time.
Always On Point: Adjusts instantly based on signals like device, location, time of day, or user behavior.
Data-Driven: It’s not just guessing—it’s using boatloads of data to predict what’s going to work best.
But Wait... Manual Bidding Still Has a Place
Yeah, Smart Bidding’s pretty cool, but it’s not always the hero of every story. Sometimes, you want manual bidding for when you need to:
Target Niche Markets: Have a super-specific audience? Manual bidding lets you go deep.
Boost Your Brand: Not everything’s about direct conversions—sometimes it’s all about being seen.
Pinch Pennies: Tight on cash? Manual bidding gives you more control over exactly where that money’s going.
Why You Might Want to Keep Manual Bidding Around
More Control: You’re the one calling the shots, setting bids exactly where you want them.
Customized Tactics: Have some insider business knowledge? Manual lets you tweak things in ways automation can’t.
Quick Adjustments: Need to pivot fast based on market changes? Manual lets you do that on a dime.
How to Blend Smart Bidding with Manual Like a Pro
Want the best of both worlds? Here’s how you mix Smart Bidding’s futuristic power with manual bidding’s hands-on control:
1. Smart Bidding for the Big, Broad Campaigns
For those massive, broad-reach campaigns where you’ve got plenty of data, let Smart Bidding do the heavy lifting. Example: Use Target CPA for a high-volume product line and let Google handle all those bids based on conversion patterns.
2. Manual Bidding for the VIP Keywords
Got high-value keywords that make or break your performance? Go manual for those babies and ensure you’re getting the exact results you need. Example: Keep manual control over your branded keywords, ensuring top visibility, while letting smart bidding take care of your more generic ones.
3. Layer on Bid Modifiers
Still want some control? Throw bid modifiers into the mix. Tweak bids for specific devices, locations, times of day, or even audience segments to enhance Smart Bidding without completely giving up the reins. Example: Pair Target ROAS with a mobile bid modifier that cranks up bids during peak mobile shopping hours for those high-engagement users.
4. Watch the Numbers Like a Hawk
Even the best strategies need tweaking, so keep a close eye on your performance metrics. If your Smart Bidding campaigns aren’t killing it, it might be time to take back some control. Example: If your automated bidding isn’t performing, switch to manual for those campaigns or specific keywords to see if you can turn things around.
5. Test, Test, and Test Again
Think of your strategy like an experiment—run A/B tests to figure out whether Smart Bidding or manual works better for each campaign. It’s all about finding the magic formula. Example: Try running one campaign with Smart Bidding and a parallel one with manual tactics. Compare the results, tweak, and repeat until you find the sweet spot.
The Bottom Line
In 2024, the magic formula for winning at Google Ads is mixing the precision of manual bidding with the ease and efficiency of Smart Bidding. By combining the two, you’ll get the best of both worlds—supercharged automation with just enough control to make sure you’re not flying blind. So get out there, start testing, and crush those conversion goals.
Partner with true industry veterans at The Move. We specialize in Google Ads, SEO, HubSpot Services, CRO and Analytics. Driving growth through tailored custom strategies for Paid Media, SEO and HubSpot. Maximize your ROI, boost organic search rankings, streamline marketing processes, and make data-driven decisions with our innovative strategies and access to the industries best tools.