Is Google Price-Fixing?
ฝัง
- เผยแพร่เมื่อ 7 ก.ย. 2024
- Is Google price-fixing? Does Google’s algorithm control your ad spend?
Watch this video as John Moran uncovers the truth behind Smart Bidding. Learn strategies to improve your advertising performance!
Key insights include:
- How Smart Bidding might be favoring warm traffic over cold, affecting your new customer acquisition
- Why manual bidding could potentially unlock better performance and reach
- How Google determines when and how to bid based on advertisers' goals and targets
- The surprising reason behind dwindling in-app performance
- How to potentially bring RLSA back into play for improved results
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#googleads #digitalmarketing #googleadsbestpractices #ppc
I took my standard shopping campaign and removed my purchase conversion signal. I changed it to the youtube engagment like you said. I was already on manual bidding.
Immediately my traffic went from 20 clicks a day (averaged over the last 90 days) to 120 clicks a day for the keywords I want. CTR went down from about 2.75% to 1%. Impression went from 700 (daily) to 12,000. 6x increase in clicks, 17x increase in impressions. Can't wait to see how this affects sales over the next week.
Interesting conversation. Now that you mention it, we do manual bidding with Microsoft and Amazon ads and yield a ROAS around 6 for MSN and 9 for Amazon. Smart bidding with google is around a 3 but has the volume.
Love the ongoing debate here :-)
I dont get it. So we use manual cpc instead of troas in order to scale?
Nothings fundamentally changed. It's always who's been willing to spend the most for the customers, gets the customers. Now, Google has just gotten smarter in knowing who is actually likely to buy so they can charge more for the customers, vs. non-converting traffic. Google can't just arbitrarily charge more as then they would have no one to sell the customers to. At the end of the day, want to scale your number of customers your getting more without seeing less ROI, be better in terms of your ADs, and landing pages as that is the only way Google will be wiling to sell you their customers for less as it makes people want to come back to click on Ads again in the future.
You can be better, or take less margin, in order to scale, pick your poison. Crying about price fixing is stupid as Google is just trying to maximize their profit from their customers they're delivering to the public.
Okay but what about the signals Google says smart bidding is using that you can't bid adjust yourself (e.g. OS, browser, language). Would this mean that the bid adjustments are just a drop on the hot stone compared to the manual CPC you would be setting and thus do not really matter?
Manual bidding gets you lower quality traffic. I’ve tested it and the difference is night and day. Smart bidding wins10/10 times
@@dcaz342 I am two sided on this.
If the account has very little monthly conversion volume, high CPCs and low budget (e.g. 2k+ 8 conversions) I still prefer manual + exact/phrase because I succeed through getting as many clicks as possible with my budget and doing manual bid adjustments where data shows significant gaps (e.g. weekend, mobile, student audience).
If the account has moderate+ conversion volume and sufficient budget (e.g. 5k+, 50 conversions) I do see better performance with smart bidding + phrase/broad match because I succeed through winning the auction for the audience that is most likly to convert (100 ready-to-convert peoples, Google gives a share % based on by ad rank + bid).
Still, I want to try this and:
- Remove conversion action from 1 search campaign and swap to Google owned action (e.g. TH-cam engaged views)
- Switch from tCPA to Manual CPC with 4 week average CPC on all the keywords
- Let it run for at least 4 weeks, considering I might see massive drop in week 1 and 2 due to me tapping into cold pockets of the market that are not part of the 100 ready-to-convert people.
@@markpommett5712 depends on market condition. What Jon says here is specific to the case where the spend can reliably saturate a portion of the market - i.e. your budget has to be competitive. In the scenario where your budget is not competitive - i.e. people are spending 200/day and you are spending 10/day, then smart bidding will be better because it does bring in conversion.
The problem with accounts in Jon's position, is that even though their budget SHOULD get them more conversions, it doesn't, because google is price fixing to keep everybody happy.
That's not a blanket statement to say that manual CPC is always better, but there are cases that it is definitely better.
@@rougecrown Bingo! Every market is different, that is why we all have different options on this....
Yes.
WOW !
nice watch, what kind is it?
Manual bidding is dead. Adapt or die.
Its not.
@@benorama5863 You wont be able to scale as efficiently and profitably on manual. That is a fact.
@@markpommett5712 Why do you say it can't scale? I am not doubting you, but as I said before - this is a huge issue for us that we have been dealing with for years and it is nice to hear from others what you think and why you dont think you can scale with manual.
@@dcaz342 I’ve spent millions of dollars and tested it. Manual bidding has been dead for several years. The good inventory is going to smart bidding. Use low tROAS instead.
@@dcaz342 Because the high-intent cohorts are going to smart bidding. Manual worked well 5 years ago - but the landscape has changed. I've been at this since 2008. If you want to scale then start with a higher tCPA or lower tROAS. You won't have issues scaling.