Several Common Mistakes Of Automated Bidding With PPC
PPC bidding is common and it’s a great way to help streamline traffic. Most people or webmasters start out manually bidding with PPC. That is an art all by itself. It’s like baking in the sense that there are many little nuances that can help or hinder success. As technology advances with the introduction of artificial intelligence and machine learning, increasing tasks are being automated. This also includes PPC bidding. An upgrade from manual PPC bidding to automated bidding can certainly help reduce frustration. However, it is not a set it and forgets its system, either. Actively involved account managers are still necessary to oversee operations. Automated PPC bidding comes with its own set of varying nuances to learn and master. However, victory can be had. Here are some of the most common mistakes found with automated PPC bidding.
Not Mastering The Manual Bid
Many who are just starting out assume there is no reason to begin manually bidding. They would rather click the button and let the machine do all the work. In a perfect world, that would be ideal. Unfortunately, we don’t live in a perfect world. Google’s bid automation system relies on machine learning to perform its tasks. It uses account specific historical data to mimic bid management. That means that manual bidding is necessary before full automation can be achieved. Now, there are varying levels of PPC automation and you must choose the right one for your situation. You must crawl before you can walk. The machine needs concrete data to pull from and analyze before it can mimic anything. Performance and conversions should be consistent before upgrading to any form of automation.
Vanity bidding is decentralized and disconnected from SMART business goals. For instance, vanity bidding aims to maximize clicks while SMART bidding focuses on maximizing conversions. It’s a fine line and an easy mistake to make but it could cost you big time. The thing is that there are minimal data thresholds for employing machine-learning automation. Many companies with smaller advertising budgets may struggle to reach these benchmarks. Google asks for a minimum of fifteen conversions in thirty days, but it notates that fifty is better. Those who persistently miss the minimum data benchmarks are more likely to employ vanity bidding. Instead, consider rule-based bidding based on micro-conversions. This system can work with fewer data and help you build a nice portfolio.
Not Tracking Conversions
The set it and forget it mentality may tempt you to let your guard down on conversion tracking. This is a big mistake. Conversion tracking is the best way to distinguish between good clicks and bad clicks. Of course, good clicks are more likely to convert making them more valuable. Intelligent advertisers by fewer clicks who are more likely to convert. They know which ones they are because they track conversions from start to finish. You can certainly forego conversion tracking and buy cheaper clicks. While you are concentrating on your vanity bids, your competition will scoop up the valuable bids that drive results. Remember, PPC automation is meant to simplify and streamline the process. Its all about maximizing the results. Even with full automation, it takes proactive human intervention to guide the process through to success.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.