Google is rolling out several changes to AdWords that promise to improve the workflow and make it easier to set up automated bidding. This means that marketers will not have to venture to the Shared Library and will be able to create and add items to automated, goal-driven bid strategies via the Campaigns Setting tab.
The revamp also comes with a few new name changes. Flexible strategies will now be known as “portfolio” bid strategies, which better befits its use for applying a single strategy to multiple ad groups, campaigns and keywords. A strategy applied to only one campaign will now be called a “standard” bid strategy.
Google’s new AdWords workflow and terminology changes are designed to provide advertisers with greater control over their campaigns and to ensure that they choose the right strategy for their digital content. However, the portfolio bid strategies will not be available for universal app or video campaigns.
The search engine giant spoke about the changes in a Google+ update, stating “Bidding is a critical part of running successful AdWords campaigns to make sure you’re investing correctly in the keywords or areas that drive revenue for your business. Advertisers have seen great results improving conversions and ROI by using automated bidding to optimise bids efficiently and precisely for every auction.”
Google added “Last but not least, we’re enhancing the portfolio version of Target CPA bidding to allow you to set different CPA goals for individual ad groups. For example, if you’re a clothing retailer with multiple ‘Accessories’ ad groups in a bidding portfolio, you may want to set a lower CPA target for ‘Socks’ compared to other product categories with higher average order value.”
A highly targeted and tightly controlled Google AdWords strategy remains one of the most efficient and cost-effective ways for businesses to reach new customers and drive traffic to web pages. Google is extending its support for the popular online advertising service, confirming that it will be providing round-the-clock AdWords support for search marketers and SEOs via its Twitter, Facebook, YouTube and Google+ accounts between Monday and Friday.