To ensure successful optimization, Adspert automatically adjusts your settings. Adspert does almost everything for you. Only automated rules cannot be adjusted by Adspert.
Please deactivate automated rules in your account manually (For Google: https://support.google.com/google-ads/answer/2472779?hl=en), this allows Adspert to reach the best possible optimization goal.
Also, make sure to switch off the optimization by another bid management tool before you start using Adspert.
Adding and excluding keywords and placements
Adspert additionally considers the following aspects during optimization:
- Adding keywords (via exact match, half manually/automatically): Adspert analyzes the keywords that are converting better than those in your account and suggest them as exact matches, as they would improve the performance of your account.
- Excluding keywords (via exact match, half manually/automatically): If some of your broad match keyword or your shopping campaigns trigger for some search queries that are not performing well (too expensive, not converting) , Adspert will suggest them as a negative keyword.
Placement added as observation
In order to advertise successfully on the Google Display Network, Adspert needs to be able to increase or decrease the bids based on the performance of each placement where your ads are displayed By explicitly adding the placement to “observation”, Adspert is able to set bids. By doing so, your targeting remains the same but Adspert can optimize your display campaign accordingly.
Ad rotation is set to “optimize for conversions”
By selecting “optimize for conversions” Adspert display your best-performing ads to increase your conversions. This is a quick win for your account performance.
If you want to run A/B tests for your ads or select another ad rotation setting, please let us know at email@example.com
Adspert uses a machine-learning based algorithm to optimize the bids of your account. For this purpose, Adspert needs to turn off the automatic bidding strategy and switch the bidding strategy to manual CPC.
If you have used an automated bidding strategy, Google Ads does not display any bids. Therefore Adspert does not have historical data to optimize your campaign and needs to learn the behavior of your campaigns. We generally observe a ramp-up learning phase of one week to 10 days before seeing an improvement in performance.
Bid Adjustment optimisation
Adspert activates the bid adjustments for you to be able to maximize profit based on the following dimensions: age range, audience, day and time, device, gender, income range, location, parental status.
Adspert never changes your targeting. This means that Adspert will not add new locations, change the time your ads are running change bid adjustments if this dimension is excluded (-100%)...
If some keywords are generating high cost and no conversion, Adspert will decrease the keyword bids to reduce the cost. If Adspert decreases the bids of a keyword to the platform limit (lowest bid possible) and this keyword is still generating cost without converting for a long period of time, Adspert may pause this keyword.
To the extent of optimizing your Shopping campaigns, Adspert needs to be able to set bid based on the performance of your product group. In an extreme case, if you only have one product group with all of your products, Adspert will only be able to set one bid. In order to optimize and improve your overall performance, Adspert subdivides your product group using machine learning best practices to create a state of the art Shopping structure. Adspert can, for instance, subdivide your product groups by Category, Brand, Condition, Product Type, Channel, etc… After creating the best performance structure for your Shopping Campaign, Adspert will take over the optimization of the bids. If you have already created a subdivision in your product group and if no further subdivision will lead to an improvement in performance, Adspert will not enhance your product group structure.