The four metrics that were measured were conversions, conversion value, return on ad spend (ROAS), and cost-per-acquisition (CPA). The experiment tested both their exact and phrase brand keywords, splitting traffic 50/50, with the only difference being the applied bidding strategy. Fable’s goal is to drive a strong return on ad spend (ROAS) while maintaining the most efficient cost-per-acquisition (CPA). The first automated bidding strategy we tested against ECPC was Maximize Conversion Value.ĪDM ran a 30-day test on behalf of our eCommerce client Fable, a company specializing in dinnerware, flatware, and glassware. The three automatic bidding strategies that were put to the test were Maximize Conversion Value, Maximize Conversions, and Target Impression Share. ![]() Our Client Growth Team executed three rounds of tests in order to compare results. The strategy was tested across a variety of clients from different industries with varying KPIs, and the results spoke for themselves.ĪDM set out to test Google’s array of automated bidding strategies against ECPC. How did this become an ADM best practice? We put ECPC bidding toe-to-toe with Google’s automated bidding strategies in an A/B testing environment. Enhanced cost-per-click is preferred over manual cost-per-click bidding because it implements a semi-automated bidding strategy focused on driving conversions while maintaining a ceiling on individual cost-per-clicks. That is where ECPC bidding comes in.Īccelerated Digital Media ’s best practice is to leverage an ECPC bidding strategy for brand campaigns, capping branded terms at an efficient cost-per-click to ensure cost-effective traffic from these terms. It takes a balance between manual management and automation to have the most success. But not all smart bidding strategies are created equal. We’ve said before that Google’s Smart Bidding strategies are an effective way to scale your eCommerce company’s search program. ![]() While these strategies make sense for non-brand campaigns that need multiple signals to reach a desired outcome or goal, they aren’t always well-suited for brand campaigns. The Google Recommendations tab often suggests switching current campaigns to automated bidding strategies such as Maximize Conversions, Target CPA, and Target ROAS to improve performance. What are Google’s Smart Bidding Strategies? Tempting as that may be, our team tested the “set it and forget it” strategy against ECPC and found that relying solely on automated strategies can be a costly mistake for brand keywords, especially compared to the advantages offered by ECPC. ![]() Google’s collection of automated bidding strategies makes it easy to adopt a “set it and forget it” approach. With the power of Machine Learning on their side, some marketers may be tempted to set up a Google Ads account and let it run on its own. ECPC will increase and decrease keyword bids automatically to help drive conversions or revenue while it keeps the average CPC within the max CPC limit. Think of it as a happy medium between manual keyword bidding and true Machine Learning. Enhanced cost-per-click, or ECPC, is a Google Ads bidding method that combines manual bidding with lower-powered automation to drive more conversions.
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