Published on: February 2 2023 by pipiads
Table of Contents About ads bidding
- Google Ads Tutorials: Intro to Smart Bidding
- Google Ads Bidding Strategies Explained ... [I tell you when to use Maximize Conversions]
- Google Ads Bid Strategies Explained
- All TikTok Ads Bidding Options Explained
- Google Ads Bidding Strategies Guide & Best Practices 2022
- Facebook Ads Bidding Strategies
Google Ads Tutorials: Intro to Smart Bidding
برامج تعليمية حول "إعلانات Google". سلسلة الجهوزية مقدمة عن استراتيجية عروض الأسعار الذكية. ثمّة طرق عديدة على "إعلانات Google" لتقديم عروض أسعار لإعلاناتك وفقًا لما يهمّك ويهمّ نشاطك التجاري. تزيل استراتيجيات عروض الأسعار الذكية عنك المهام الصعبة وتجنّبك عمليات التخمين المرتبطة بتحديد عروض الأسعار في "إعلانات Google". عندما تمّ طرح "إعلانات Google" لأوّل مرة، كانت عروض الأسعار يدوية للغاية. وكان عليك تحديد عروض أسعار منفصلة لكلمات رئيسية أو مواضع منفردة. بعد ذلك، شاع استخدام الأجهزة الجوّالة، ما أدّى إلى ظهور إشارات إضافية. يجب استهدافها, مثل نوع الجهاز, والموقع الجغرافي والوقت, واليوم من الأسبوع ولدينا حاليًا إشارات أكثر من أيّ وقت مضى. وتصوّر أنه عليك استهداف كل الإشارات معًا. لا يمكن للعقل البشري التعامل مع كل هذه الإشارات. وهنا تبرز فائدة استراتيجيات عروض الأسعار الذكية. فهي تحلّل مليارات الإشارات لإعداد عروض الأسعار المناسبة لكل مزاد. ويساعدك ذلك في توفير الوقت الذي تقضيه على المهام اليدوية والتركيز على الجهود الاستراتيجية بينما تحقق عروض الأسعار الذكية أهدافك التسويقية. في هذا الفيديو, ستتعلّم كيفية اختيار استراتيجية عروض الأسعار الذكية المناسبة لنشاطك التجاري. سنراجع أربع استراتيجيات لعروض الأسعار الذكية: "تحقيق الحد الأقصى من الإحالات الناجحة" و"تحقيق الحد الأقصى من قيمة الإحالات الناجحة" و"التكلفة المستهدفة للاكتساب" و"عائد النفقات الإعلانية المستهدف". تستخدم كلّ هذه الاستراتيجيات. تعلّم الآلة لتحسين الإحالة الناجحة أو قيمتها. إذا أردت استخدام استراتيجيات عروض الأسعار الذكية, هذه يجب أن تكون قد أعددت ميزة "تتبّع الإحالات الناجحة" في حسابك. أفضل ما في هذه الاستراتيجيات هو أنّها لا تحتاج إلى سجلّ بالإحالات الناجحة للبدء. وهذا يعني أنّه يمكنك استخدام عروض الأسعار الذكية على حملة جديدة. تعمل استراتيجية "تحقيق الحد الأقصى من الإحالات الناجحة" على تحديد عروض أسعارك, لمساعدتك في الحصول على أكبر عدد ممكن من الإحالات الناجحة في حدود ميزانيتك. كذلك، تساعدك استراتيجية "تحقيق الحد الأقصى من قيمة الإحالات الناجحة" في الحصول على أكبر قيم ممكنة من الإحالات الناجحة في حدود ميزانيتك. بهدف استخدام استراتيجية عروض الأسعار هذه، يجب تتبّع قيمة الإحالات الناجحة وتكون هذه الخيارات ملائمة. إذا لم تحدد تكلفة مستهدفة للاكتساب, أو إذا لم تحقق حملتك إحالات ناجحة أو كان عدد الإحالات فيها قليلاً. حتّى لو كنت مبتدئًا على "إعلانات Google", لن تحتاج هذه الاستراتيجيات إلى أيّ بيانات قديمة للإحالات الناجحة. تُعد التكلفة المستهدفة للاكتساب عروض الأسعار لمساعدتك في كسب أكبر عدد ممكن من الإحالات الناجحة حسب التكلفة المستهدفة للاكتساب المحدد. والتكلفة المستهدفة للاكتساب هي متوسط المبلغ الذي تنوي دفعه مقابل إحالة ناجحة. وكما هي الحال في استراتيجية "تحقيق الحد الأقصى من الإحالات الناجحة", لا تحتاج التكلفة المستهدفة للاكتساب إلى أيّ بيانات قديمة للإحالات الناجحة. قد تؤثر الاستراتيجية التي تعدّها في عدد الإحالات الناجحة التي تحصل عليها. فإعداد قيمة مستهدفة منخفضة جدًا, مثلاً, قد يستبعد نقرات. قد تؤدي إلى إحالات ناجحة إذا كانت حملتك تحتوي على القدر الكافي من بيانات الإحالات الناجحة السابقة. قد يقترح "إعلانات Google" تكلفة مستهدفة للاكتساب أثناء إنشاء الحملة. ويتم احتسابها استنادًا إلى أداء التكلفة الفعلية على مدار الأسابيع القليلة الماضية. تكون التكلفة المستهدفة للاكتساب مثالية لحملات غير مقيدة بميزانية محدودة, لأنّ النظام لن يتمكّن من تقديم الحجم الممكن. يتيح عائد النفقات الإعلانية المستهدَف. عرض أسعار حسب عائد الإنفاق الإعلاني المستهدَف. عائد النفقات الإعلانية المستهدف هو متوسط الإحالات الناجحة الذي تريده لكل دولار تنفقه. قبل تطبيق استراتيجية عروض أسعار- عائد النفقات الإعلانية المستهدف على حملاتك, يجب تحديد قيم للإحالات الناجحة التي يتم تتبّعها, وذلك إمّا بالتتبّع الديناميكي لقيمة الإحالة الناجحة, وهو السعر الذي تبيع به المنتجات على موقعك الإلكتروني, أو قيمة معيّنة تحددها لإحالة ناجحة. على سبيل المثال، فلنفترض أنّك تقيس مبيعات متجر الأحذية الخاص بك على الإنترنت وأردت تحقيق مبيعات بقيمة 5 دولارات لكل دولار تنفقه على الإعلانات. يكون تحقيق 5 دولارات لكلّ عملية هو الإحالة الناجحة. ويجب حينها إعداد عائد النفقات الإعلانية المستهدف إلى 500%, أي أنّه لكل دولار تنفقه على الإعلانات, تريد الحصول على أرباح بمقدار 5 أضعافه. إذا أردت استخدام عروض أسعار "عائد النفقات الإعلانية المستهدف" لشبكة البحث, يجب أن تضم حملتك ما لا يقلّ عن 15 إحالة ناجحة تمّت خلال آخر 30 يومًا. وكما هي حال التكلفة المستهدفة للاكتساب, يجب عدم اختيار هدف عالٍ جدًا لعائد النفقات الإعلانية, فقد يحول ذلك دون تحقيق إحالات ناجحة قيّمة أو عرض إعلاناتك على الإطلاق. إذا كنت مبتدئًا على "إعلانات Google", ننصحك ببدء حملاتك باستخدام "تحقيق الحد الأقصى من الإحالات الناجحة" أو "تحقيق الحد الأقصى من قيمة الإحالات الناجحة" واختيار "التكلفة المستهدفة للاكتساب" أو "عائد النفقات الإعلانية المستهدف" بعد تحديد هدفك. إذا لم تكن متأكدًا من استراتيجية عروض الأسعار الذكية التي يجب استخدامها, يمكنك الانتقال إلى صفحة "الاقتراحات" في "إعلانات Google" للتعرّف تلقائيًا على استراتيجية عروض الأسعار الذكية المناسبة لك. ويمكنك حينها تطبيق هذه الاستراتيجية مباشرة. من خلال صفحة "الاقتراحات", يمكنك أيضًا الانتقال إلى علامة التبويب "الحملات" واختيار الحملة التي تريد تغيير استراتيجية عروض الأسعار فيها, ثم النقر على "تعديل" وعلى "تغيير استراتيجية عروض الأسعار". عندما تطبّق استراتيجية عروض أسعار ذكية، يجب عدم تقييم أدائك بشكل مبكر جدًا. هذه الاستراتيجية تحتاج فترة تعلّم لجمع بيانات الأداء الضرورية لتحسين عروض الأسعار. عليك أيضًا أخذ "الفجوة الزمنية" القياسية للإحالات الناجحة بالاعتبار, وهي متوسط المدة التي تستغرقها أيّ نقرة تؤدي إلى إحالة ناجحة على الإنترنت. احتسِب المدة الزمنية هذه مع فترة الانتظار للحرص على قياس أداء الإحالات الناجحة بدقة. اطّلِع على ما إذا كانت حملتك تمرّ في فترة التعلّم من تقرير استراتيجية عروض الأسعار. من علامة التبويب "الحملات", استخدِم عمود "نوع استراتيجية عروض الأسعار" للوصول إلى هذا التقرير. اعرض حالة استراتيجية عروض الأسعار الخاصة بالحملة في أعلى التقرير. هذه الحملة في فترة التعلّم. حاليًا, يمكنك أيضًا العثور على فترة تأخير الإحالة الناجحة في التقرير في الرسم البياني للأداء. يستغرق تعديل عروض الأسعار فترة تتراوح بين أسبوع وأسبوعين, إلا أنّ ذلك يعتمد بشكل كبير على عدد الإحالات الناجحة. يجب أن تعمل عروض الأسعار الذكية في كلّ الحملات, إلا أنّ زيادة النشاط تكون أسرع عندما يزيد عدد الإحالات الناجحة. عندما تكون استراتيجية عروض الأسعار في فترة التعلّم, يجب الحد من التغييرات الرئيسية التي تجريها على الحملة قدر الإمكان. على سبيل المثال, تجنّب إجراء تغييرات في الميزانية وإضافة الكلمات الرئيسية وتبديل الصفحات المقصودة. ذلك لأنّ استراتيجية عروض الأسعار تتكيّف حاليًا مع إعداد الحملة من الملائم. بدء استخدام حملات "إعلانات Google" من خلال استراتيجيات عروض الأسعار الذكية لكلٍّ من الأنشطة التجارية, الصغيرة والكبيرة, والحسابات ذات البنية البسيطة. تتيح لك عروض الأسعار الذكية توفير الوقت, ما يتيح لك التركيز على المجالات الأكثر استراتيجية في نشاطك التجاري. برامج تعليمية حول "إعلانات Google"- سلسلة الجهوزية. بعد أن تعرّفت على عروض الأسعار الذكية, حان الوقت للتعرّف على نتيجة: التحسين وصفحة "الاقتراحات". برامج تعليمية حول "إعلانات Google"- سلسلة الجهوزية.
Google Ads Bidding Strategies Explained ... [I tell you when to use Maximize Conversions]
using the correct bidding strategy in your google ads campaign can be the difference between your google ads campaign making your business lots of money or by using the incorrect bidding strategy for your google ads campaign means that your campaign is nothing more than a donation to google, where you are endlessly paying for clicks but getting no sales or no conversions. but never fear, because you're in the right place, because in this video, i'm going to be clearly explaining the different types of bidding strategies that you can use for your google ads campaigns, show you which bidding strategies can be used on the different types of google ads campaigns, but, more importantly, i'm going to show you when you should actually use each type of bidding strategy and then, if you stay around to the end of this video, i'll show you how to correctly use the right bidding strategy for your new google ads campaign. or, if you've got an existing google ads campaign, i'm going to show you when and how you can actually change your google ads bidding strategy. if we haven't met yet, my name is aaron young and i'm your 15 000 google ads master, and all of the information that i'm sharing with you today has come from actual, real-life google ads campaigns that i've been managing since 2010.. and i will be focusing and teaching you what is actually working right now in google ads. so if you want to learn more about the strategies that are working in google ads right now, why don't you quickly subscribe to my channel? thank you so much. let's get into today's teaching. so let's start by going through the different types of google ads bidding strategies that you can use on your campaigns, and there are three different categories of bidding strategies, and the first one is bidding strategies that are targeting your impression share. then secondly, it's bidding strategies that are focused on clicks and finally, there are groups of bidding strategies which are focused on getting more conversions or sales for your google ads campaign. so firstly, let's start with impression share. now, if you're not sure what the impression share metric is, this is purely a percentage of the amount of traffic that your ads are showing for the keywords which you're targeting. so, for example, if you have an impression share of 70, this means out of every 100 searches, your ads are appearing for 70 of those search terms. so with the google ads bidding strategies for impression share, you actually set your desired impression share, which you want, but further than that, you can actually dictate whether you want that impression share to be gauged by whether your ads appear anywhere on the page, meaning that you appear anywhere in the top 10 position. so that's either the top four positions at the top of the page and then the bottom six pages below all of the organic results, or you can also dictate saying that you only want the impression share for the top of page results, so this is for positions one through to position four. or, finally, you can actually say that you only want the impression share to be counted versus your top position, so the absolute top of page meaning position one. so, for example, if you want your ads to appear in the top four positions at least seventy percent of the time, you would set your impression share goal at seventy percent and google will try and ensure that your ads appear for seventy percent of the available searches for the keywords that you're targeting in positions one, two, three and four. now, if this is not possible because your daily budget is too low, google will actually give you a pop-up recommendation saying that you need to increase your daily budget. now. this type of campaign bidding strategy is actually available for both search and display campaigns in google, and i find this ideal for branded campaigns, competitor campaigns or specific campaigns. so, for branded campaigns, i do use this, especially if you've got a competitor who is actually bidding on your own brand term and you do see a drop in your sales or in your conversions. what you can actually do is go through and set up a branded campaign where you're targeting only branded keywords and set the bidding strategy to your impression share and, depending how aggressive you want to be on this, you can actually set an impression goal of 90, saying that you want to appear in the top position 90 of the time and that can be really successful in stopping your competitors by taking advantage of your branded keywords. but then, in reverse, if you built a really good brand awareness and you want to start attacking your competitors, you can actually set an impression share goal for specific branded keywords of your competitors and in this case, you're actually doing the opposite and that you're saying that when someone searches your competitor's brand name, you want to appear on either 60, 70 or 80 or even higher of those search terms in either position one or those top of page results. and then, finally, i will also sometimes use this impression share bidding strategy for specific products and then, especially if this specific or individual product has very good keyword data, in that the specific search terms which relate to this individual product. i find that this is an excellent strategy to use so that you can make sure, when people are searching those specific search terms, that you're always at the top of the page. now the second type of bidding strategy which you can use in your google ads campaigns relates to clicks, and the first option here is where you can actually use the maximize clicks. now, as the name suggests, is that this tells google that you want to focus on generating as many clicks as possible using your assigned daily budget in google ads. and then there's a slight variation to this bidding strategy, which is maximize clicks with a click bid limit. now, this looks to focus on the same goal of generating as many clicks as possible using your daily budget. however, you put a cap on that. you're saying that you only want clicks that are not over a certain cpc limit that you set. so, for example, if you set your cost per click limit at two dollars and you have a daily budget of ten dollars, google will get as many clicks as possible as long as they are under that two dollar per click and this type of google ads campaign bidding strategy is available for search and display campaigns, and i find it ideal for new accounts where you do not yet have any existing conversion data. now, before we go any further, i want to stop right here because that is a very important point and i want to emphasize: if that you are using a brand new google ads account, you should be using maximize clicks first, instead of maximize conversions and buy new accounts. i mean new accounts that don't have any active conversion data in other campaigns or other ad groups, and the reason for this is because if i'm running a google ads account and i know that there is no previous conversions in that account, i found that i've always gotten much better results by firstly using the maximize clicks betting strategy before i move on and start using the maximize conversion strategies. so for a new account, i will start by using the maximize click speeding strategy and then, after the campaign is launched, i will complete google ads search term audits every 72 hours, where i go through every single search term that has triggered my ads and then add in new negative keywords and then, over the first couple of weeks of that campaign, i will look to add in as many audience groups as possible, with the goal of having at least fifty percent of my clicks and impressions coming from those added audiences that i've added to the campaign. and then, finally, over those first three to six weeks, i will look to run regular split tests on my ad copies to find out which headlines and descriptions are working better and getting the highest click-through ratios and conversion rates. now, by using the above strategy and taking the above steps, you are hel.
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Google Ads Bid Strategies Explained
all right, what's up everyone. welcome to the surfside ppc youtube channel. today i'm going to be going over google ads bid strategies. so i'm going to go through every single different type of bid strategy that is available through google ads. i'm going to go through how you can pick bid strategies as you create your campaigns and i'm also going to go through how to create portfolio bid strategies that you can manage for specific campaigns. so portfolio bid strategies is available through tools and under shared library. you can see bid strategies here. so this is how i started to manage all my bid strategies when i'm managing campaigns at all. so what i'm going to do first is go through all the different types of bidding strategies and the goals that they apply for, and they're going to show you where you can use them for different types of campaigns. so if i come over here, i can see i've listed all of these different bidding strategies. so we start with target roas, so that's a return on ad spend. we have target cpa, cost per acquisition, maximized conversions and enhanced cpc. these four bidding strategies at the top left are going to be the best performing bidding strategies in google ads when you're trying to drive conversions for your business, and you can see over here we have what each of the different types of bidding strategies are grouped by: the overall goal for your campaign. so these four are going to drive conversions, leads, sales. whatever your conversion type is for your business, these four are going to drive them for you. target roas refers to return on ad spend. so you're setting a specific percentage return that you want to get on your ad spend. so let's just say, for example, you're spending 100, you're trying to shoot for a 200 return on ad spend. that means for every 100 you spend, you want to drive 200 in revenue for your business. target cpa refers to cost per acquisition. so what that means is you're setting a specific amount you're willing to pay for each conversion for your business. so if conversions are worth, let's say, fifty dollars for your business, then you wanna get a cost per acquisition that's under fifty dollars so that you can continue to drive optimal conversions for your business. maximize conversions is basically: you set a daily budget and let's say your daily budget is twenty five dollars. google is going to try to drive as many conversions as possible within that budget. enhanced cpc is similar to manual cpc, except google uses your conversion data to increase or decrease your bids when they think a conversion is more likely. so these are the top bidding strategies that i recommend using, if you can at all, for your campaigns. you need to be using conversion tracking, and the more data you have, the better these bidding strategies are going to perform. so next is clicks. so there's two for clicks: there's maximize clicks and there's manual cpc. so maximize clicks, very similar to maximize conversions. you set a specific budget. google tries to drive as many clicks as possible within that budget. manual cpc: you're actually setting bids for your keywords. so this was the old method for google adwords is you would set bids for individual keywords, and you can still do this when you first create campaigns. a lot of times when i first create campaigns, i'll use enhanced cpc or maximize conversions until i can start using target return on ad spend or target cpa. but what you would do is set manual bids for all of your keywords and then you could increase or decrease bids over time. so these two are just going to focus on clicks. so the next two will refer to views and engagement. so maximum cpv. so that's a youtube bidding strategy, a video bidding strategy: it's maximum cost per view. so how much you're willing to spend for each view on your video ad. this was kind of the older bidding strategy that would be used for youtube ads a lot and it's still used a lot for youtube ads. i'll show you how to use it. but again, with youtube ads, a lot of times i try to use target cpa because you can now try to drive more leads within your youtube advertising campaigns. the next one is cost per engagement. so this is just one type of google display advertising campaign where you create lightbox ads and what you're going to do is bid for every engagement on your lightbox ad. so i don't run these very often, but i'm going to show you how to do this and where you can set up cost per engagement bidding. so, last but not least, is impression bidding. so i generally don't use impression bidding at all. but some of the different options are target impression shares. that's where you're targeting for a certain impression share on the google search network. target search page location. so you're targeting for specific locations on the search page. target out ranking share. so you would set up a competitor website that is actually running advertisements and you're trying to outrank them with your google ads. so these three are more useful if you're really just trying to outrank your competitors, and i'm going to go through them a little bit more in detail as we go. there's viewable cpm. so this is more of a google display ads bidding strategy and what it means is you're bidding for impressions and they're viewable impressions. so cpm refers to cost per 1000 impressions and with viewable cpm you would set a bid for how much you're willing to pay for every 1000 impressions on your advertisement and then target cpm. so this is used more for youtube advertising and this is where you would set a specific cpm that you're willing to pay for your video advertisements for every impression on your video ad. so we're going to come back over to google ads here and i'm going to go through these bidding strategies in a little bit more detail. so what we can do here is just click on create a new campaign. so if we click on sales here, if we click on leads here, you're going to see the same exact campaign types: search, display shopping and video. so i'm just going to come to sales here. if i click on search, it's going to say: select the ways you like to reach your goal. i'm going to just click on continue for now. so you never want to include your ads on the google display network. but as we scroll down you're going to see bidding strategies here. so they've kind of changed the way they set up bidding strategies a little bit over the years. right now they're showing this: what do you want to focus on? so this will kind of help with the way our last image showed is what you want to focus on: conversions, conversion value, clicks or impression share. otherwise, what you can do is say i want to select a bid strategy directly. so selecting a bid strategy directly will say these are all the different types of bidding strategies and you'll see a lot of the ones that we just went over. so target cpa, target return on ad spend, and then you can see some of these other ones: target search page location, target out ranking share, target impression share. so these are all options. when you're setting up search advertising campaigns, again, i recommend starting in these ones up at the top with target cpa, target return on ad spend or maximize conversions. but you do need to be using conversion tracking so you can kind of scroll over and see how all these different bid strategies work. these ones are all automated big strating strategies. so when you set up your campaign, you don't really need to set up bids. google is just automatikally going to try to drive conversions, clicks or impressions based on your budget. now, manual cpc: this is where you would actually set your own maximum cost per click bids for your ads. so just some different options when it comes to bidding strategies for search campaigns. so, and these are going to be all the different options you have available when you're creating search campaigns with the goal of sales or leads. so if we come back over here, we're going to click leave. so if we click on display campaign- but let's do standard display campaign, click on continue.
All TikTok Ads Bidding Options Explained
so tiktok has a pretty confusing way that it goes about bidding and billing. this basically leads people to use the wrong bidding goals and optimization objectives and ultimately leads people to wasting a lot more money than they need to. don't worry, my name is Neil and in this video, I'm going to be breaking down all of the different bidding options that tiktok has available and basically telling you what are the best situations and when you should use each. now, before we jump into the video, I would love if you could help the YouTube algorithm by liking this video. it really would mean a lot to us. it allows us to continue putting out lots of educational content about tiktok ads right here on YouTube, completely for free. all right, what you need to know is that there are four primary bidding methods on tik tok, in that you can further optimize those bidding methods with three specific bidding strategies. don't worry, I'll explain all of them in detail. let's cover the four bidding methods to start off with. well, the first one that you have is CPM. now, if you've run ads on any other platform, you know what this is: cost per mile or cost per thousand impressions. essentially, what this bidding method is is the bid that you're willing or the price that you're willing to pay for a thousand Impressions on the platform. so you can essentially go to tiktok and say: hey, tiktok, I'm essentially willing to pay twenty dollars for you to show this ad and for a thousand Impressions based on my targeting options. now you have to keep in mind that this bidding method does not have any optimization other than what you pick in terms of your targeting. that means tiktok is basically just going out there and trying to get as many impressions for your budget as possible, and because there's no optimization, meaning tiktok's not really going out to get conversions. all it cares about is Impressions, and because of this, this bidding method is pretty limited, even in its use cases. this bidding method is actually only available with one campaign objective, which is reach. so the only time that I recommend that you even use this bidding method is if you are doing remarketing campaigns and you're combining this campaign with a region objective. that's probably the only time that I would even mess around with it. however, as you will find out in the rest of the video, there are a lot more cost effective bidding methods that you should be employing with your ad strategy. hey guys, before we continue with the video. I quickly do want to take a second to tok about today's video sponsor, which is me, more specifically, The tiktok ads masterclass that I put together. now, a lot of you already know this, but tik tok ads are the hottest thing in advertising right now, and rightfully so. I would kind of compare them to, say, Facebook ads in 2015- 2016.. they're that good. so I put together this master class, which is designed to bring anyone up to speed and set them up for success with tiktok ads, and right now you can take advantage of our special introductory launch pricing and get the master class at a massive discount. if you are interested, check the link in the description below. and with that, let's jump back into the video. the second bidding method that I want to cover is ocpm. now, the name might be similar to CPM. however, I want to make a distinction. ocpm or optimized CPM bidding is kind of like CPM bidding, but with a big caveat. so with ocpm, your bid represents the price that you're willing to pay for a thousand Impressions, with the caveat that you're only targeting people that are more likely to cause a conversion event. so, yes, you are being built on a cost per thousand impression model. however, the optimization here allows you to actually go after a audience that is most likely to convert. so if again, if you have run campaigns on other platforms, think of this as tiktoks version of a Target CPA campaign or a conversions campaign. now, for most of you that are running tiktok ads, this is going to be the default bidding method for most of your campaign objectives, including conversions, and for most of you watching this. what we recommend is that you use this campaign objective if you have a lot of account data and you are seeing conversions come in, because the optimization will help you get a cheaper cost per conversion. the third bidding method that I want to cover is cpv. now, similar to, say, you YouTube ads, this is the cost per view bidding method. basically, this is the price that you're willing to pay for a single View, and what tiktok counts as a view is longer than six seconds of a tiktok reel. however, if your tiktok video is less than 30 seconds long, a view is counted as if someone watches the entire duration of that video. so if your video is, say, 20 seconds long, a view is only going to be counted if the person watches all 20 seconds or if the person watching your tiktok video interacts with it whatever comes first: either them completing the number of seconds or interacting with the video. the only campaign objective that this bidding method is available for is video views and because of that, honestly, I probably would never touch this bidding method. and that's because optimizing for video views on tiktok isn't a great use of your ad dollars. even if you are going for Branding campaigns or you're trying to go viral on the app, I would use a different campaign objective, like the community interaction objective, to achieve those campaign goals. so this is a pretty limited bidding option, especially when you combine it with the limited campaign objective. and finally, the last bidding method is CPC s, which stands for cost per click. this is basically the bid that you're willing to pay for to get a click. again, if you have advertised on different platforms, this is going to be pretty familiar to you. however, one thing to note is that the CPC bidding objective is actually available for a few different campaign optimization. again, for those of you that have run traffic on other platforms, this is going to be pretty familiar to you. however, one thing to note is that this specific bidding method is actually available for a number of different campaign objectives, which makes it pretty handy. so far with tiktok ads, we've actually found this bidding method pretty effective for certain accounts. so the only time that I would really use this bidding method is if I knew my numbers really well. so if I was somebody that had been running tiktok ads for a while and I knew my numbers really well, meaning that I knew exactly what I wanted to pay for a click and I saw the account data coming in and I could accurately predict what my cost per click would be- then I would start using this bidding objective. and then the second requirements of running this bidding method is if my offer was very wide and appeal to a mass Market. the reason for this is tiktok's targeting isn't the most precise right now. so if you are someone that's going after a huge audience and you know that your ads going to go out to a lot of people and you don't want to overspend, using this can really cap some of your costs and make sure that you're staying under your budget and you can reach your campaign goals. and if you are running an offer that's super tight on margins, I would combine this bidding method with the bid cap bidding strategy. speaking of bidding strategies, let's tok about the three options you have. like I mentioned, there's bid cap, then there is cost cap and then finally lowest cost. so with bid cap you set the amount that you're willing to spend in order to get a conversion. so basically you set a bid amount, let's say twenty dollars, and then tiktok goes out there and tries to get you a conversion for under 20 and it cannot go above that twenty dollars. cost cap is a little bit different than bid cap in that you get give tiktok an average amount per conversion. so instead of giving it a hard limit, you basically give tiktok a amount that you would be comfortable spending on a conversion. so let's say you t
Google Ads Bidding Strategies Guide & Best Practices 2022
what's up everyone, welcome to the surfside ppc youtube channel. today i'm going to be going over google ads bid strategies. so i'm going to go through each and every bid strategy when you would use them and the ones that i use the most. so let's go. let's start over here with some of the different smart bidding strategies. so these are bidding strategies that optimize for conversions. the top four are the ones that are the most popular, that you're going to use the most often, so those are the ones i'm going to go through in detail. so you have target cost per action, which is also referred to as target cpa. you have target return on ad spend, which is also referred to as target roas. you have maximized conversions, maximize conversion value, and then enhanced cost per click. so let's go through each of these and let's start with the top two. so over here on the left, we have target cpa- target cost per action- and then over on the right, we have target roas, so target return on ad spend. so with target cpa, you're targeting a specific cost for each conversion, so an average cost that you want to pay for every single conversion through google ads, and google ads is automatikally going to set your bids to drive as many conversions as possible. now you do have some control over these different bidding strategies as far as maximum and minimum bid limits, which i'll go through a little bit later on in the video- but ultimately what you're doing is you're telling google ads. so here's an example: at the bottom, each lead for plumbing company abc- so just a fake company- is worth 75 on average. so they set a target cpa of 50 to drive profitable leads. that means for every single lead they drive, ultimately they're making 25. so your goal essentially is to get your target cpa down as low as possible so you can make as much money as possible on the leads that you're driving. now, target return on ad spend: you're targeting a specific conversion value. it's in the form of a percentage. so, for example, if we're looking at shoe company abc- let's just say they sell shoes- they set a target return on ad spend of 300. so that means they want to drive 300 in revenue for every 100 they spend on advertising. so let's come over here to google ads real quick and we're going to open up this search campaign and in this search campaign i am driving conversions. now one of the main things if you are using smart bidding strategies is you do need an active conversion in your account so you can see. if we come to tools and settings and then we go to measurement and conversions. it will open up this page here and you can create new conversion actions and you can import them directly from google analytiks and other sources as well. you can use website conversions, where you're going to have to add a pixel to your website and it's going to track all the conversions on your website. you can track actions on your app and you can track phone calls as well. so once you're actually optimizing for conversions, what you want to do is go into your campaign. so we up, open up our search campaign here and we come over to settings and you can see right here under settings, my marketing objective for this campaign is sales. so if we click on the drop down, you can see they have sales leads and website traffic or no goal guidance. so, for example, i have sales here, so i'm trying to drive conversions for this campaign. so if we come down here to bidding, you can see i have a bid strategy here and i'm actually using what's called a portfolio bid strategy, which i will go through in a minute, but let's just say, change bid strategy. you can see target cpa from the drop down here. so if we do click on the drop down, some of the different options here- so i haven't gone over maximize clicks yet- but essentially you're trying to get the most clicks within your budget. maximize conversions: so you're trying to get the most conversions within your budget. and what makes it actually a target cpa bid strategy is when we click on maximize conversions. instead of just letting google maximize our conversions, we actually set how much we want to pay for each conversion. so when i click set a target cost per action. so you can see this is optional. i can actually enter a number here and they're going to enter a recommendation based on the past average cost per conversion in this campaign. so you would go to maximize conversions and then set your target cpa. now the other one is what you would do is click on maximize conversion value and you would set a target return on ad spend. my recommended target return on ad spend for this campaign is 46, which would actually mean that i'm spending more than i'm actually making on my website. so a couple different ways to look at these. for target cpa, it's essentially maximize conversions with a value attached to it. target roas is maximize conversion value with a percentage attached to it. so that will bring us to the next two bid strategies: maximize conversions and maximize conversion value. so maximize conversions: you're just trying to drive as many conversions as possible within your budget. so, using the same example as before, plumbing company abc sets a daily budget of 250 dollars and they just want to drive as many conversions as possible while spending their daily budget. so when you use target cpa, you can actually limit how much you're going to spend, because google ads is going to do whatever they can to drive you conversions at the number that you set. so sometimes they're not even going to spend your full daily budget because they're just trying to drive you the most optimal conversions as possible. maximize conversions: you say: spend my budget and drive as many conversions as possible. now maximize conversion value: you're essentially attaching revenue. instead of just saying you know one lead, you're saying i want to drive sales and you can use a dynamic value for how much each sale is worth for your business. or you can say every single lead is worth 75 dollars, for example. so with maximize conversion value, shoe company abc is setting a daily budget of two hundred fifty dollars to drive as much conversion value while spending their daily budget. so, assuming they're selling shoes at different prices, you could say we had five conversions today at a total conversion value of, let's say, five hundred dollars in revenue. so essentially that would be a 200 return on ad spend. but the conversion value is actually gonna vary based on what you're selling. so these are the different smart bidding strategies that would optimize for conversions. now the last one is enhanced cost per click. so if we just come over here real quick and we click on the drop down again, we do manual cpc. so manual cpc, we're actually setting our own maximum cost per click for our ads. so when we're bidding on a specific keyword, i can say i want to bid one dollar for this keyword. so if i'm saying help increase conversions with enhanced cpc, what enhanced cpc is going to do is increase or decrease your bids when a conversion is more likely. so they will actually automatikally raise your bid or decrease your bid for certain keywords and just basically certain signals where google ads says this search and this person is more likely to convert. so basically it gives you a little bit more automation to drive conversions while actually still controlling your own bids based on what you're targeting. so i would not really recommend using enhanced cpc anymore, because what you're able to do is use something like target cpa or target return on ad spend and you can set maximum bid limits, which is a much better way to control your campaigns. now, next are bidding strategies for clicks, and these are pretty self-explanatory. so you have maximized clicks and you have manual cpc. so maximize clicks is going to drive as many clicks as possible within your budget. so, using the same examples, plumbing company abc sets a daily budget of 250 and they just want to drive as many clicks as possible while spending their daily budget.
Facebook Ads Bidding Strategies
the facebook ads platform has lots of tools to help us reach our campaign goals. one of those is bidding strategies. odds are you're probably using the default lowest cost bid strategy, where facebook tries to get you as many results as it can, depending on your campaign objective, at the lowest cost. but in some areas you might need to make sure that you have some cost caps or you might want to optimize for maximum return on ad spend instead of just lowest cost. so today we're going to go through all the different facebook ads bidding strategies and tok about what might be right for you. i hopped into facebook business manager and i just created a placeholder campaign. so i've got a new campaign, new ad set, new ad over there on the left, and i went into the ad set, which is where the optimization and delivery settings live when you're using ad set level budgets. later in the video i'll tok about how to adjust your bidding strategy if you're using campaign budget optimization. for right now let's stik with the ad set level, the default settings that you see here, where we've got optimization for ad delivery set as conversions, and then that cost control field just has a few x's in it. this is going to be the default setting known as lowest cost. what the lowest cost bid strategy is going to do is try and maximize ad delivery and get you as many conversions as it can within your daily or lifetime budget. the best case scenario for using lowest cost is when you don't have strict cost per conversion or returns goals in place. and facebook does clarify in some of their documentation of lowest cost that it doesn't mean that facebook is trying to actually get you the lowest cost per conversion on any given day. it's trying to get you as many conversions as it can. so that means that cpa will fluctuate day to day depending on what the performance is within your target audiences on that given day. so don't assume that just because you're using lowest cost, that you're always going to see a very low or even decreasing cost per conversion. that's simply not the way it's going to work. but facebook is going to actively try and get you as many conversions as it can on any given day. this is probably the most common bidding strategy that people use on facebook. i personally use it quite a lot and it tends to work relatively well. but if you need to have more of those cost controls on your conversion, you need to hit a certain cpa or you want to make sure that you're only being so aggressive to enter the auction. that's where the next two bid strategies come in and we're going to start using this cost control field down here. before i fill out any number, i am going to open up the show more bid strategies option right here and we can see that we're going to start getting into cost cap or bid cap and i'll tok through each of those. so the first one is going to be the most common option. let's say, rather than trying to maximize conversions, we know that our cost per conversion needs to be 25 or lower to be profitable. so our goal on facebook is to get conversions at a 25 cost per conversion. so we can come in here and set a cost control of 25 and once we do that, you'll notike that those two boxes down below of cost cap and bid cap came out of black and white. now they have some color because now we're eligible to use them. you can also see that the text changed below that cost control field. now it says: facebook will aim to get the most purchases and for the average cost to be no more than 25 dollars using the cost cap bid strategy. so what this means is it's effectively going to operate in the same way that a google ads target cpa bidding model will means. on any given day, your cost per conversion can fluctuate- it can be 30, 50, 10, 15, all these different ranges- but the goal is that over time, facebook will average out to get you a 25 cost per conversion. clearly, this is a strategy that it's kind of easy to see the instance where you need to use it. if you do have really strict profitability metrics and you know your target cost per conversion needs to be within a certain range, a cost cap can be a really good option for you to make sure that facebook tries to optimize for the number that you need it to be. there are a couple of downfalls for using a cost cap bidding strategy. on the other hand, one is that facebook is going to be more conservative when you have a cost cap in place because it's going to try and hit your target cost per conversion over that period of time. that's the benefit, but it means that it's not going to be as aggressive, serving into different audience members and it's not going to take as many chances, so it could both underserve the daily or lifetime budget that you have, it simply won't serve through the budget that you've given it and it also could miss out on some incremental conversions that could be of a lower or higher cost. so you need to make sure that that's something that you're willing to give up to make sure that you're hitting your target cost per conversion. the other downfall has to do with the learning phase. every time you make a change in facebook, the algorithm kind of stops, takes a second, has to learn who it can serve to to get results. with cost cap, it's going to take facebook a little bit longer to learn and get out of that learning phase. because you have this restriction in place. that also means that during that learning phase it probably is not going to meet the cost cap that you have. be patient. if you need to use a cost cap, that over the first week, two weeks, something along those lines- you might need to be a little bit lenient while facebook is learning how to serve your ads within your audiences while also meeting your cost cap. the last downfall of cost cap is that not every conversion action is eligible for it. so depending on which optimization action you've chosen at the ad set or campaign level. you might come in here and find that cost cap is not an option, which is unfortunate, but that's just the way it goes. so make sure that you're going to be able to use the right bidding strategy and, if not, maybe rethink your conversion action or rethink the bid strategy that you need to use. the next bidding strategy i want to tok about is bidcap, and this is arguably the most advanced option that we have within facebook ads. rather than setting a target cost per conversion, setting a bid cap is going to actually determine the amount that you're willing to bid to enter the auction. so in this instance, i still have 25 here, just because i don't want to change it, but it says facebook will aim to get the most purchases, which is my conversion action- up at the top, without bidding more than 25 dollars in any auction using the bid cap strategy. i would encourage most of you to not use this strategy. this is a very controlled strategy that takes a lot of extra hand-holding along the way. this is best used if you have some sort of external lifetime value or value and conversion tracking metrics, because now you're just trying to determine what it takes to enter the auction and literally no other factors after that. so you're kind of hampering facebook and it's not going to be able to learn and find nearly as many audience members for you. overall bid cap probably is not the way to go unless you have a more sophistikated algorithm outside of facebook that you can leverage to make sure that you're getting the returns you need on your facebook ads. the last two bidding strategies move away from the conversion action optimization. we start to optimize toward value. so i'm going to come up here and choose from the conversions drop down. i'm going to change it to value. now the first thing you'll see here is that there's an alert. this is happening in february of 2021- soon, you will only be able to optimize for value when the chosen purchase event has value set, turned on, and you can edit this in your events manager. what this means is that if you are optimizing toward a purchase action, like i am in this ad set on a web,