Outsmart Your Competitors with Manual Bidding
Automated bidding with Google Ads continues to take hold among advertisers. And it’s easy to see why: with automated bidding, Google does all the heavy lifting. But my advice to advertisers is to proceed carefully with automated bidding. In fact, as businesses around you adopt automated bidding, you might want to do manual bidding carefully and thoughtfully. Zig while your competitors zag.
For context: with an automated bid strategy, Google Ads automatically optimize bids based on a simple goal that the advertiser sets. But with manual bidding, an advertiser sets a maximum CPC bid at the ad group or keyword level. In addition, the advertiser can use targeting to modify bids based on variables such as income, location, and time of day, among others. Google’s own website mentions how automated bidding saves time and effort. And that’s certainly true. But, also consider this:
- If you adopt automated bidding, you’re competing with everyone else using the same tool. You’re using the exact same algorithm that other advertisers are using, which eliminates your ability to gain a competitive edge by customizing your own bid strategy.
- With automated bidding, you miss an opportunity to achieve the results that you can get with manual bidding. We know from our client work that manual bidding gives an advertiser more flexibility and control. For example, with manual bidding, you can set and adjust bids based on multiple KPIs (such as online orders and online leads). By contrast, with automated bidding, you give Google one goal, and Google sets your bid based on that goal. That’s it. No flexibility. No nuance. In addition, manual bidding lets you set your own maximum CPC for your ads and adjust them as needed. You are in the driver’s seat.
At True Interactive, we are zigging while the others zag with bid strategies. We have used manual bidding for clients and have experienced dramatic increases in year-over-year results. For one of our clients, a cable company, we realized a 67-percent year-over-year increase in online orders and an 80-percent increase in online leads thanks partly to using manual bidding. Why? Manual bidding has enabled us to adjust bids as needed based on our customer acquisition experience and knowledge of the client’s industry. We can be more targeted in our approach, refine our KPIs, and adjust our bids as needed.
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Bottom line: as more competitors use automated bidding, we see opportunities to outsmart them and achieve better results with manual bidding. Contact True Interactive to learn more.