What are they?

When your campaigns have automated bidding strategies set up in Google Ads, it is not possible to manually edit the bids for keywords (except Enhanced CPC). The way to optimize the campaign's performance is by modifying the target Cost-per-Acquisition (CPA) or Return on Ad Spend (ROAS) values at the ad group level for Maximize Conversions, Conv. Value and Clicks strategies.

By doing this, you can get more control over your campaigns as you don't have to set one Target CPA and Target ROAS for the whole campaign and average out the performance. You can optimize your target CPA at the ad group level for those converting ad groups which are losing impression share due to low ad rank. This will allow Google Ads to set a better bid at the time of auction.

On the other hand, if an ad group has a low cost/conv and high search impression share, then the tool recommends reducing the gap to prevent Google from entering more expensive auctions. This is to reduce cost on ad groups you are already capturing a large percentage of impression share."

For this purpose, we have created 4 optimizations to help you manage and optimize your campaigns on automated bidding: Optimize Target ROAS, Optimize Target CPA, Non-Converting Queries (Search), and Non-Converting Queries (Shopping).

How do they work?

You can find these optimizations under the Optimizations tab > For Automated Bidding.

Optimize Target ROAS

Modify Target ROAS for ad groups performing well to reduce ROAS gap and increase conversions.

Optimize Target CPA

Modify Target CPA for ad groups performing well to reduce CPA gap and increase conversions.

Add non-converting queries with zero conversions, high cost, and low CTR as negative keywords.

Non-Converting Queries (Shopping)

Add non-converting queries with zero conversions, high cost, and low CTR as negative keywords.

View Analysis

The "View Analysis" button will show you the details of the conditions and how many ad groups matched, along with other details on how the rule was created. You can choose to add that particular strategy to your own Rule Engine account.

Create your Own Strategy

These strategies were build using the Rule Engine. Read more here to see how you can get started creating your own custom strategies. If you need any help on how the Rule Engine works, feel free to reach out to our support team or at support@optmyzr.com and we'll be more than happy to help!

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