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How can you make the most of your Google Ads search campaigns?

Posted on by Adenlab Adenlab

Over the past few years, bid management on Google Ads has evolved considerably.

Indeed, Machine Learning technologies and campaign objectives have changed the game, and manual bid management is no longer relevant.

Assigning a bid for each of your keywords used to be the norm and also best practice: this is no longer the case.

So how can you control your bids and reduce your cost per click, which has a direct impact on the cost of your campaigns and your profitability?

Here are a few tips

Cutting costs and saving money never hurt anyone.
Especially when you spend a regular budget on Google Ads.

Your level of profitability on Google Ads is controlled above all by the Return on Advertising Investment(ROAS) and your cost of acquiring a sale or customer(CAC).

However, if you start at the beginning, you also need to control your Cost Per Click (CPC).

Here are a few tips for reducing the cost per click (CPC) of Google Search ads.

Be selective when choosing your keywords

Once you’ve launched your text campaigns on Google Ads, you’ll need to analyze the search terms that have brought you conversions.

Therefore, quickly identify the keywords that convert and focus on those same keywords.

Its keywords won’t necessarily be the cheapest in terms of CPC, but if you remove the terms that earn you nothing, you’ll save money.

You therefore need to reduce your list of keywords for your campaign.

Improve your quality score

The quality of your ads plays an essential role in yourAd Rank.

Your ad must meet the needs of the Internet users who are looking for you. What’s more, your ad won’t be the only one in Google’s search results, so be relevant and make your future customers want to click on your ad!

It’s all about taking the time to update your ads regularly
A high-quality ad is likely to get a click at a lower cost.

I understand that it’s sometimes difficult to find the right words and phrases for your catchphrase.
So tell yourself one thing:

My first sentence should make you want to read the second sentence 😉

AB Test your bidding strategies

As explained in the introduction, bids are no longer managed on a granular, keyword-by-keyword basis. Bids on Google Ads are now managed at campaign level, according to the objectives you’ve set for your campaign.

It’s Google’s Machine Learning algorithms that assign the bid to your keyword and ad.

A method for optimizing your costs per click and your bids can be tested.

You’ll then need to use the AB test tools of your Googel Ads campaigns to see which bidding strategy is best suited to lowering your CPCs and achieving your conversion and acquisition objectives.

In fact, with Google Ads tools, you can test 2 bidding strategies for the same campaign. This can sometimes produce excellent results. Stay consistent with your objectives.

To manage your campaigns and ensure your profitability on Google Ads, don’t forget to monitor your conversions and conversion tracking.

Read also:

Conversion tracking with Google Ads

Increase your sales without spending a thing! By improving your search engine optimisation on Google Shopping!

How can you use Google Ads’ competitive metrics to outperform the competition?

Posted on by Adenlab Adenlab

Being visible on Google’s search engine, and even more so with your Google Adwords campaigns, is a key issue for a large number of companies and ecommerce businesses looking to improve their visibility: whether you want to display your ads, sell products (e-commerce) or offer services (lead generation), you need to be on the first page and ideally in the top positions of Google’s search results.

Google Ads campaigns offer serious advantages for rapidly increasing qualified traffic.

But as you know, you’re not the only one positioning your ads via Google Ads campaigns. Keeping an eye on the competition is therefore essential if you don’t want to lose valuable traffic and audience for your business.

This is what we’re going to show you in the following points. Which competitive indicators should be monitored and analyzed? What are the indicators you need to maintain your visibility with a given budget? When do your competitors take over, and what can you do to avoid this?

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Impression rate: make sure you're visible

Definition: “The impression rate corresponds to the number of impressions presented by the number of impressions you could have recorded.”

When analyzing the impression rate of a Google Ads campaign (Shopping or Text), there are in fact 2 indicators to take into consideration to know if you have the upper hand over your competitors:

  1. printing rate (IS)
  2. the number of impressions in absolute first position.
How to use and analyze the "impression rate (IS)"?

If your impression rate is high, it means that your ads are being displayed well in user searches.

Conversely, if your impression rates are low, you have the potential to reach more users. In this case, you’ll certainly need to increase your bids and your budget.

  • Advice :
  • Increase your campaign budget to increase the frequency of your ads.
  • Increase your bid to win the bidding for your ads
  • Improve ad quality so that future customers click on your ads rather than your competitor’s.

To find out more about Impression Rate strategies and objectives, we recommend reading our article on Google Ads smart bidding and “Impression Rate” versus “Maximizing Clicks” .

How can we make the most of the "rate of impressions in absolute first position" information?

Definition : “The absolute top impressions rate (ATIS) corresponds to the percentage of impressions of your Shopping ads published in the most visible position (Shopping campaigns).

There is only one “absolute top print” per auction.

Therefore, the corresponding rate is an important indicator of your overall prominence.”

The top positions are always the most sought-after and therefore the most expensive.

However, in a context of performance and return on investment, this higher cost is often highly commendable!

To recap a little history, the absolute position impression rate replaced the “average position” indicator at the end of 2019, which used to show where your ad was positioned in the search results.

Overlap rate: who is present at the same time as you?

Definition: “The overlap rate indicates how often your ad and another advertiser’s ad have registered an impression at the same time.”

Why is this indicator important and why should it be analyzed?

Whether you’re an e-business or a service provider, it’s important to know who’s present at the same time to make the difference.

After all, your competitors also have advantages and attractive offers, and their ads may be more appealing than yours. And you’ll need to ask yourself the following questions: Are their catchphrases better than mine? Are their prices more competitive? Do they offer a more interesting promotion?

All these elements can impact your traffic and cause you to lose sales.

Analyzing the overlay rate will enable you to anticipate and identify new players entering Google Adwords that you hadn’t previously identified as competitors.

Overpricing - What's your competitive edge?

Definition: “The outranking rate shows how often your ad was ranked higher than another advertiser’s during the auction. It can also indicate whether your ad was shown, but theirs was not.”

Maintaining a competitive edge and making sure you’re visible more often enables you to capture more qualified traffic than your competitors, and therefore more business.

A higher upgrade rate is your guarantee of maintaining your competitive edge.

But don’t forget your priorities!

Maintain a high overlay rate on the campaigns and ads that have generated the most growth and profitability for you.

The upgrade rate is not an end in itself 😉

We are of course available to discuss your Google Ads strategy and acquisition projects with you.

Adenlab theGoogle Ads agency for retailers

Google Ads launches new features for Performance Max campaigns.

Posted on by Adenlab Adenlab

These new features should help you during the peak periods of your business and the end-of-year season peaks.

Here are some valuable tips for improving your performance with Google Ads and Performance Max.

Reminder: What are Performance Max campaigns?

Performance Max campaigns enable you to use all Google Ads advertising inventories in a single campaign, displaying your ads on Shopping, Display, Youtube, Gmail and the Google search engine.

This campaign format is still new, and was rolled out in April 2022 to replace Smart Shopping and Local Ads campaigns.

Campaign performance and ROI are achieved through real-time optimization across channels and intelligent bidding.

Don’t hesitate to reread our article on setting up Performance Max campaigns.

What are the new features of Performance Max campaigns?

Predict the impact of Performance Max using the Performance Planner

The Performance Planner, previously only available for Search, Shopping or Display campaigns, is now supported by Performance Max campaigns.

With the Performance Planner it’s possible to forecast performance and simulate what can happen to your campaigns when budget, target, CPA and other elements are adjusted.

Asset group programming

It is now possible to create automated rules for asset groups. You can, for example, schedule your ads to run at specific times and on specific days.

Add more text resources with more titles

From now on, the number of titles for your text ads will be increased from 5 to 15. This will enable you to find more hooks for your ads and increase your click-through rate.

This feature should be operational by the end of the year.

Explanations

In Performance Max campaigns with the Online Sales objective, you can easily identify performance fluctuations, diagnose problems and receive recommendations for improving the future performance of your ads.

You will find several types of explanations on this report:

  1. Auctions explained
  2. Budget explanations
  3. Explanations on conversions
  4. Explanations for assets and asset groups

For more information on Explanations of changes in Performance Max campaigns, feel free to visit Google’s official page on the subject or simply your Google Ads account 😉

First-Party Audience Signals

You can add data segments as audience signals. This enables Google to accelerate its automation capability to find the customers most likely to convert.

In the coming weeks, these data segments will be added to the audience statistics, helping you to better understand the value of your first-party data and to see which customer lists convert best in your campaigns.

Three best practices for Performance Max holiday campaigns

🤓
Before the peak of the holiday season, adjust your Performance Max campaign budgets and ROAS or CPA targets. This will provide greater visibility when your future customers make their purchases.
🤓
Before the peak of the holiday season, adjust your Performance Max campaign budgets and ROAS or CPA targets. This will provide greater visibility when your future customers make their purchases.
🤓
If you’re running promotions or an event for which you want to improve conversion rates in a short space of time, consider using seasonal adjustments. If you’re promoting a specific product during the holiday season, create separate campaigns with their own objective and budget.

Conclusion

Since its launch almost a year ago, Performance Max campaigns have aimed to increase conversions using all Google advertising channels.

According to Google, in 2021, 54% of shoppers used more than five channels to make their purchases during the vacation season.

And that’s the great advantage of Performance Max campaigns.

Your offers and products can be displayed on the different channels where your customers are, and optimize your campaigns based on data and insights to boost your e-commerce results during the holiday season.

Ask our Google Ads experts to find out more.

See you soon!

Google Partner Premier Agency: A certified agency to develop your Google Ads sponsored campaigns

Posted on by Adenlab Adenlab

Every day, 20 billion sites are visited on Google. With this reality in mind, to have a strong digital presence and gain visibility, you need to become a must-have site on this search engine. In order to obtain a privileged position in Google rankings, it’s a good idea to call on a Google Partner Premier agency.

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Since 2015, Adenlab has received several certifications and was quickly identified by Google and Bing as a top agency.

Thanks to its Machine Learning technologies for Ecommerce and Google Shopping campaign management, the agency was one of the first to be certified as a “Shopping Partners”.

Thanks to its expertise and technology, Adenlab has joined Google’s exclusive Channel Partner program. Google selects agencies whose technological efforts enable more effective development of Google Ads accounts and campaigns.
Since 2016, Adenlab has been a certified Google Partner Premier agency.

Here are a few key figures to help you understand the strength of this search engine:

  • 93% of French Internet users use Google to search the web.
  • 86% of consumers use Google to find a product or request a quote.
  • According to Google Benchmarks and Insights, Google Display campaigns reach 80% of the world’s Internet users.
  • Google Economic Impact Report states that businesses generate an average of $2 in sales for every $1 invested in Google Ads.

Request an audit and analysis to boost your performance.

All the benefits of working with a Google Premier Partner Agency

A Google Partner Premier agency is one that has been certified by Google. This is a guarantee of trust and quality for all advertisers. In fact, being one of Google’s certified agencies means that the company meets a set of specific criteria. Only teams with the technical and strategic skills to exploit the levers offered by Google obtain this certification.

Work with a Google Partner Premier agency to create and develop your Google Ads campaigns

When it comes to Google Ads, the aim is to achieve the best possible return on investment. Thanks to a Google Partner Premier certified agency, your online store can benefit from expert knowledge. They know all the ins and outs of how to take advantage of all the Google options available.

What’s more, while respecting your online store’s brand image, our teams are qualified to implement a relevant SEA strategy while taking into account the customer journey and your conversion funnels.

Request an audit and analysis to boost your performance.

Keeping abreast of market trends

The digital world is evolving rapidly. For anyone outside the industry, it can be difficult to keep up with the latest developments and implement the best actions.
By working with a Google Partner Premier agency, you’ll have early access to all the latest Google updates. Our experts can help you benefit from new developments before your competitors, and boost the performance of your campaigns.
Adenlab makes sure that the implementation of new Google campaigns meets the new Google Ads quality criteria.
Adenlab is also in constant contact with Google’s teams; the agency benefits from privileged support, enabling direct consultation with Google experts on all issues relevant to your sector. This support benefits the agency’s customers.

Get a return on your investment with a Google Partner Premier Certified agency

A Google Ads campaign only benefits your e-commerce business if best practices are followed. Otherwise, Google Ads are a waste of time and money.
To avoid this situation, work with a Google Partner Premier certified agency.
Unlike people without Google badges, Google-recognized experts have the knowledge and a clear reading of all the data and performance of the ads set up.
This is a real advantage for identifying the elements to be improved and the criteria that really work to increase sales for your business.

Get a preview of Google Ads options and new features

Before launching new features, Google tests them with Google Partners agencies first. Because they have all the knowledge required, they are in the best position to understand whether the new features really work. Calling on a certified agency therefore means gaining access to these options in advance, and differentiating yourself from the competition.

Aligning with your goals

A Google Partner Premier agency takes all your objectives into account, and implements the right strategy to achieve them.
For maximum performance, the Adenlab team uses high-performance tools in-house, and exploits your data to the full.

Guaranteed quality for your Google Ads campaigns

Google-certified agencies work hand in hand with the search engine. To retain the Google badge, companies have to meet certain criteria. This condition is an assurance for online stores wishing to collaborate with a SEA consulting and management agency.
In addition, if an e-commerce business has a problem, certified teams are able to contact Google immediately. This responsiveness is made possible by the availability of Adenlab consultants, who are on call 24/7.

Continuous follow-up with your teams and your company

When making an investment, it’s important to monitor and improve your approach and strategy in terms of target, content and presentation.
A Google Partner agency analyzes the impact of Google campaigns. Professionals focus on audience attitudes to increase sales and build a high-performance digital presence. At Adenlab, we’ve developed a number of alert systems that enable our teams to respond quickly and efficiently to problems and their resolution.

Adenlab's various certifications

Adenlab, expert in managing Google Ads campaigns for e-tailers, has become a Google Partner Premier agency.
A status conferred on few French companies, obtaining this badge proves our teams’ knowledge and expertise in Google Ads tools (search network, Google Shopping, Google Display, Google Ads on Mobile, and Google Analytics).

The combination of our specializations means we can work with you to develop a complete marketing strategy to significantly increase your online sales and acquire new customers:

How did we obtain our Google certifications to become a Google Partner Premier certified agency?

To earn Google’s trust and become a certified Google Partner Premier agency, we followed several steps:

  • Register on the Google Partners platform
  • Detailed training on Google Ads to familiarize our teams with the tools used on a daily basis (videos, diagrams, illustrations and simulations)
  • Professionals take a test and must achieve a score of 80% to be certified. If they fail, they have to wait a week to retake the exams.

Working with a Google Partner Premier agency is a real time-saver for online stores and other sites needing to develop their visibility. Thanks to our strategic and technical approach, increase your sales and your online presence.

We’re e-commerce & shopping experts, and the strength of our agency lies in our automation tools and techniques, our creativity and our proximity to our customers.

If you have any questions or would like to ask our experts for advice, please contact the Adenlab team on +33 (0)1 83 81 90 60 or by e-mail: contact@adenlab.com.

Adenlab is a certified Google Partner Premier!

Posted on by Adenlab Adenlab




Adenlab, expert in Google Ads campaign management, is a Google Partner Premier certified agency.

Google Partner Premier

A fixture on the e-commerce landscape since 2013, Adenlab helps e-tailers sell better. Now certified Google Partner Premier, Adenlab is the partner of choice for advertisers!

This status, entrusted to a handful of partners in France, attests to the knowledge of our teams and our expertise in Adwords tools (Search Network, Google Shopping, Display, AdWords on Mobile, and Google Analytics).

The Google Partner Premier badge rewards companies that have the technical and strategic skills to exploit all the levers offered by Google and achieve the best performance.

Our campaigns are guided by an objective set with our customers. Once this objective has been reached and surpassed, our customers do not hesitate to increase their daily budget in order to maximize their return on investment!

Stay one step ahead of your competitors by working with real Google Ads experts! Don’t hesitate to contact us, and let’s define together the digital advertising strategy that will maximize your ROI, and increase your visibility.

Adenlab: 100% adapted to all its evolutions

At Adenlab, we’ve developed strong expertise in Brand & E-commerce catalogs, both in terms of analysis (competitive & pricing) and in terms of flow optimization and Adwords campaign management for e-tailers;

Our solutions enable us to quickly analyze our customers’ competition, increase product visibility across their entire catalog, and boost the performance and ROI of Adwords campaigns thanks to our predictive and automatic algorithms.

Competitive intelligence and pricing
Automatic, predictive Google Shopping management

Our E-commerce & Shopping experts are available to answer all your questions; you can also reach me directly on 01 83 81 90 60 or by e-mail: contact@adenlab.com

The Adenlab team

How to improve your click-through rate in 3 minutes?

Posted on by Adenlab Adenlab

1001 coques is a company specializing in phone covers created in 2014. The company offers over 70,000 references. The aim? To enable consumers to find the protection they need for their smartphones.

Assimilated and accompanied by the explosion of the smartphone market, the clamshell market has gradually emancipated itself to become a market in its own right.
As a highly competitive market, our client needs to be able to differentiate itself from the competition, and there are many competitors advertising on the Google network.

So the key question is, how do you get people to click on one ad instead of another?

That’s what our teams have been working on. In fact, to ensure good positioning in search engine results, companies use paid listings. With Google’s advertising platform, companies benefit from a wide range of features to highlight their ads and capture the searches of Internet users.

One of Google’s features is the dynamic ads function. This dynamic title feature enables a site to generate ads in direct relation to a user’s search query. In this way, Google will automatically display ads in relation to user queries. Dynamic titles are a real way to take advantage of the large number of visitors Google directs on a daily basis.

The methodology used to carry out the test was as follows:

  • Test ads with dynamic titles
  • Using a control segment
  • Allocation of 50% of the budget to current ads and 50% of the budget to new ads

After 2 months, the results validated the test. On the various campaigns, we were able to observe a 20% increase in the click-through rate. So 20% more qualified traffic to the customer.

Smart Bidding: how do Google Ads’ automatic bids work?

Posted on by Adenlab Adenlab

Among the tools offered by machine learning are automatic bidding or Smart Bidding. This service, offered by Google, enables you to optimize the performance of your digital campaigns. But before embarking on an automatic bidding campaign, it’s important to understand how they work. Because while they can have a major positive impact, it can also be a negative one if you don’t control potential unforeseen events. What is Smart Bidding? What are its objectives? How can you avoid the pitfalls?

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What is Smart Bidding?

The question inevitably arises when you start looking at Google Ads bidding. What is Smart Bidding? According to Google itself, it’s “a subset of automated bidding strategies that maximize conversions or the value of conversions”.

Simply put, these intelligent auctions use machine learning to optimize your bids. The aim? Maximize both the number and value of conversions in your campaign. And within Smart Bidding, there are a number of different types of intelligent bids for optimizing CPC (cost per click) or maximizing conversions, among others.

Targeted strategies to meet specific expectations

Because not everyone has the same expectations when it comes to Google Ads auctions, a variety of strategies are available. They are sufficiently varied to meet every specific need:

    • Improve visibility: the “Impression rate” bidding strategy automatically sets the bids for your ad to be displayed in the absolute top position.
    • Increase the number of visits to a site: “Maximize clicks” ensures that you get the most clicks for your budget. This bidding strategy can be applied to a single campaign or to several.
    • Achieving ROAS (return on ad spend): the ROAS strategy enables you to obtain as many conversions as possible based on a defined return on ad spend target. This bidding strategy can be applied to a single campaign or to several.
    • Get more conversions with a target CPA: the Target CPA bidding strategy automatically sets your bids on the Search (or Display) Network to generate as many conversions as possible for the target CPA you specify.
    • Achieve more conversions while using the entire budget: the “Maximize conversions” bidding strategy automatically sets bids so that a campaign generates as many conversions as possible, while using the entire budget.
    • Increase conversion value while leveraging your entire budget: the “Maximize conversion value” automatic bidding strategy automatically sets bids so that a campaign achieves the highest conversion value, while leveraging your entire budget.
    • How to choose: ROAS target or CPA target?

What are the criteria for Google Ads Smart Bidding?

Google Ads intelligent bidding strategies take a wide range of criteria into account when bidding. These include :

  • The device used ;
  • Time of day ;
  • Geographical area ;
  • The remarketing list ;
  • Language ;
  • OS (operating system), etc.

What are the main advantages of Smart Bidding for Shopping campaigns?

For people who want to optimize their shopping campaignsSmart Bidding has several strong points:

  • Benefit from Google’s ” Real-time bidding“, for optimized bidding speed.
  • The ability to focus on core objectives and let intelligent bidding strategies do the rest.
  • Being able to take advantage of historical performance data: simply enter the objective to be reached, and Smart Bidding does the rest, taking into account not only previously recorded clicks, but also conversion data.

The right questions to ask before getting involved in Google's Smart campaigns

While Google Ads Smart Bidding can be a great asset to your campaigns, it does require you to ask yourself a few questions before you get started. One of the first questions to ask is whether smart bidding strategies are compatible with your campaign.

If you want to switch to Smart Bidding, you’ll probably need to reorganize your account. For example? It’s not a good idea to keep your semantic field hyper-segmented into several ad groups. In fact, the best strategy would be the opposite, with a varied volume of words for machine learning to work with.

Volume and variety

To take full advantage of the possibilities offered by automatic bidding strategies, several criteria must be met:

  • Volume: we generally recommend a minimum of 3,000 impressions per week per ad group. And don’t overlook the volume of conversions per campaign.
  • Variety: multiply tests as much as possible to “feed” machine learning. The more keywords per landing page, the more effective you’ll be.

Conversely, it’s best to avoid campaigns structured by device, location or theme if the landing page is the same. This means taking the time to restructure your account beforehand, and not when you launch your Smart Bidding campaign.

Impression rate VS clicks: which to choose?

Smart Bidding: the right reflexes to have

Before launching a campaign, there are a number of things you should know, which will undoubtedly save you a lot of disappointment:

  • Don’t neglect A/B testing, to take into account the learning curve of the algorithms and try to set a strategy that will last over time;
  • Track your conversions and set up conversion tracking according to your objectives;
  • Take the time to study your campaign history.

Smart bidding yes, but not necessarily

You should also bear in mind that some markets may not be suitable for Smart Bidding. This is particularly true of highly competitive markets. A case in point? Using a bidding strategy such as “Maximize conversions” would be totally counterproductive in markets with a high average CPC.

Therefore, the golden rule is to carefully analyze your expectations and your market before deciding whether or not to switch to automatic bidding strategies. Another important point to remember if you decide to take the plunge: take the time to learn and adapt each campaign.

To do this, it’s not uncommon to need the support of a SEA specialist who understands your objective and can develop your campaign accordingly.

Please do not hesitate to contact us for further information and/or support.

Smart Bidding: “Impression rates” versus “Maximizing clicks”: everything you need to know

Posted on by Adenlab Adenlab


It’s not always easy to make the right choice when it comes to bidding strategies on Google Ads. While Smart Bidding allows you to take advantage of the power of Google’s machine learning, there’s a first time for everything: without campaign history, machine learning can do almost nothing for you. And in order to launch an effective campaign for your business, some bidding strategies make more sense than others. And often, it’s the “Target Impression Rate” and “Maximize Clicks” strategies that advertisers are most interested in. Should you start with the former or the latter? Which strategy might work best for you?

What about bidding strategies based on impressions and clicks?

Google Ads offers many different bidding strategies. These include impression-based bidding and click-maximizing bidding.

– The “Target Impression Rate” bidding strategy offered by Google Ads allows you to automatically set bids in order to show your ad in absolute first position. This can be at the top of the page or anywhere on the Google search results page.

– The “Maximize Clicks” strategy is designed to deliver as many clicks as possible within a given budget. This strategy is available in standard form, in a single campaign, or as a bid portfolio strategy for multiple campaigns.

Smart Bidding: How Google Ads automatic bidding strategies work

What are your goals? What exactly are you looking for?

If you’re looking to make a name for yourself, the “Target Impression Rate” bidding strategy will enable you to benefit from Google’s virtually infinite pool of qualified potential customers ready to take action.

However, if you’re primarily looking to convert, wouldn’t the real issue be the quality of the traffic? What’s more, it’s important to bear in mind that Google also wants to make as much money as possible. The consequence? First and foremost, it wants to get as many clicks as possible. So the better your ads perform, the more clicks you’ll get, and the better Google will tend to rank you.

Photo by Scott Graham / Unsplash

The best strategy: the right audience

In short, it’s all a question of organization: first and foremost, finding the right ads for the right people to get the best possible click-through rate. If you haven’t yet determined your personas, now’s a good time to do so. Only then will Google position those same ads strategically, which will only increase the impression rate.

As is often the case, the prerequisite for a good bidding campaign is sufficient preparation, thanks to accurate demographic data, but also a good knowledge of Google’s affinity audiences, your market’s audiences, and so on.

Smart Bidding: ROAS target or CPA target?

Posted on by Adenlab Adenlab

You’ve discovered Smart Bidding and would like to launch a Google Ads campaign?
There are a few prerequisites you need to take into account: without data, machine learning can’t do much for you. So, if you’re not sure whether to launch an automatic bidding campaign with a ROAS or CPA target, it might be a good idea to read these few lines first.

Here are the definitions of these 2 indicators:

  • CPA : “The average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions.” This is very often the cost of your sale, or the cost of your new customer acquired via your Google Ads campaign.
  • ROAS : “ROAS” stands for “Return On Ad Spent” and is therefore a measure of the return on investment of an advertising spend. If your ROAS is 10 or 1000%, then this means that for every €1 spent via Google Ads, you have generated €10 in sales.Smart Bidding: How Google Ads’ automatic bidding strategies work

ROAS or CPA: how to use these indicators?

Google Ads automatic bidding offers several strategies, as different as whether you want to improve your visibility or increase the number of visits to your site. Among Smart Bidding strategies, two tend to stand out:

  • Achieve a target ROAS (return on ad spend):
    Google Smart Bidding’s ROAS strategy aims to achieve as many conversions as possible based on a predefined ROAS target. This smart bidding strategy can be applied to a single campaign or to several.
  • Get more conversions with a target CPA (cost per action) at a controlled cost:
    Smart Bidding’s target CPA strategy automatically defines your bids on the Search Network (also known as Display). The aim is to generate as many conversions as possible for the target CPA you set before launching your campaign.

Target ROAS or target CPA: what does Google have to say?

All automatic bidding strategies require a minimum number of conversions to work. In terms of ROAS and CPA, for example, Google recommends :

  • Target ROAS: as soon as a campaign has more than 100 conversions over the last 30 days;
  • Target CPA: as soon as a campaign has more than 30 conversions in the last 30 days.

The more historical conversion data you have, the more accurate Google’s algorithm will be.

Intelligent auctions at Target CPA, for whom?

The first thing you need to know is that using Smart Bidding with a target CPA strategy requires a thorough understanding of Google Ads. This implies that you’ve already launched several campaigns manually, and that you know the cost of a conversion.

What you want: to optimize the cost of your conversions.

What Google Smart Bidding will do: your campaigns will be adjusted automatically, which means that some acquisitions may cost you more, but in the end, your bids will be balanced.

The risk: not having enough historical data and not defining your target CPA correctly. The algorithm won’t help you at all.
Another “risk” is a lack of control over the products you want to sell first. This is a recurring problem we encounter with our customers and account managers. But you should know that we have solutions and methods to make the most of these “risks”.

Automatic auctions at target ROAS, in what context?

What you want: to optimize the profitability of your campaign.

What Google Smart Bidding will do: Google will automatically adjust your bids according to the target ROAS you’ve defined, in order to maximize the value of your conversions.

The risk: as we saw earlier, without sufficient data, you won’t get the results you want. In order for your campaign to be properly defined, you need to have gathered information and defined your average ROAS.

Conclusion

Target ROAS or target CPA: which to choose?

Because the ROAS target strategy remains complex to set up correctly (you need a lot of data), it’s advisable to start with a CPA target or a strategy aimed at maximizing your conversions.

Nevertheless, in the long term, especially if you have an e-commerce site, target ROAS probably remains the best solution for optimizing your campaign and above all your profits through machine learning.

Last but not least, bear in mind that while changes in the CPA ceiling may not necessarily influence Google’s algorithm, fluctuations in your market can have a very big impact on learning your target ROAS.

Christmas and SEA: Fill your sack with brilliant strategies and outshine your competitors!

Posted on by bhumi.raval@iflair.com

Are you ready to embark on the glittering enchantment of Christmas, where bursts of joy and wonderful offers can light up the hearts of your buyers and boost your e-commerce this festive season? The countdown to December 25 is on – an ideal time to transform your online sales strategies and create a kingdom of success. Seize this unique opportunity to enchant your customers with targeted SEA campaigns and make your business shine during the festive season.

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CHRISTMAS: THE MYSTERIES OF THE MOST MAGICAL HOLIDAY 🌟🎄

According to a recent study by FEVAD, discover the key figures for the Christmas buying habits of French e-buyers in 2022, essential data for anticipating Christmas 2023 trends. These revealing statistics can inform your marketing strategies for the coming festive season:

  • Games/Toys and cultural products (CDs, DVDs) each accounted for 40% of consumers’ Christmas budgets.
  • Clothing, footwear and fashion accessories accounted for 32% of purchases.
  • Cosmetics were chosen by 29% of buyers.
  • High-tech products accounted for 19% of purchases.

The approach of Christmas also sees an increase in purchases of intangible gifts. In the frenzy of the two or three days leading up to Christmas, many shoppers opt for gifts such as gift cards, experiences (leisure activities, wellness moments), and tickets to shows or winter getaways. To captivate these last-minute shoppers, e-tailers need to highlight their gift card offers and products capable of delivering instant Christmas magic, without the constraints of delivery.

With the arrival of Christmas, we’re already seeing a significant rise in online searches, as this Google Trend graph clearly shows, reflecting the festive spirit and expectations of consumers:

CHRISTMAS AND THE SEA: A SHINING STAR FOR YOUR E-COMMERCE 🌟

As mentioned above, the Christmas period offers a unique opportunity for brands to stand out and attract new customers, all seduced by the magic and sparkle of this festive season.

Magic boom in traffic and searches

Companies embracing the Christmas spirit can look forward to a significant increase in online traffic and searches:

  • A study by Salesforce has revealed that traffic on e-commerce sites increases by an average of 25% to 30% during the Christmas season.
  • Google has observed a spectacular jump in Christmas-related searches, with increases ranging from 1,000% to 1,500% over the period.
  • RetailMeNot reports that online spending during the holidays increases by 10% to 15% on average, compared to other times of the year.

To illustrate these trends, let’s look at a few concrete examples of the increase in traffic and searches over the Christmas period:

  • In 2022, Target ‘s website recorded a 40% increase in traffic during the Christmas season.
  • Google searches on Christmas themes peaked at 1,200% during this period in 2022.
  • Online spending in the United States during Christmas 2022 reached an impressive total of $11.2 billion.
ELVES OF THE SEA: ENCHANT YOUR CHRISTMAS PROFITS!

During this magical period, adjusting your commercial offers and promotions is crucial. We integrate the spirit of Christmas into your SEA campaigns, steering you towards success!

To strengthen your SEA strategy this Christmas season, here are a few more tips:

  • Add a touch of festive creativity to your ads to capture your customers’ attention this Christmas. Attractive visuals and catchy slogans can make all the difference.
  • Incorporate warm visuals and welcoming messages into your campaigns to create a friendly atmosphere conducive to winter shopping.
  • Offer Christmas specials to stimulate the curiosity and enthusiasm of shoppers looking for the perfect gifts. Targeted promotions can significantly increase your conversions.
  • Use seasonal keywords in your campaigns to ensure maximum visibility of your products in the online Christmas market. Careful keyword selection can increase the effectiveness of your ads.

Conclusion

In conclusion, the Christmas period represents a magical time for e-tailers, a time when they can shine brightly. The secret to capturing the essence of this success lies in a well-developed SEA strategy tailored to the holiday spirit. With growing consumer interest and the success of previous years, get ready for a Christmas where your profits will be as plentiful as the presents under the tree. Stay tuned for our next article, where we’ll be revealing valuable tips for tailoring SEA strategies to this festive season! And don’t forget to read our previous articles!