Adspert automatically adjusts your Google Ads account settings to ensure successful optimization and does practically everything for you. The only settings Adspert cannot change in Google Ads are any Automated Rules you have set.
We advise manually deactivating Automated Rules in your Google Ads settings for optimal results. Find out how to deactivate Automated Rules here: https://support.google.com/google-ads/answer/2472779?hl=en
Furthermore, make sure you disable any bid optimization being carried out by other tools before using Adspert.
Below is a list of aspects of your Google Ads account that Adspert changes:
Adspert considers keywords throughout the optimization process and may add or exclude keywords as it sees fit.
- Adding keywords (via exact match, manually/automatically): Adspert is constantly on the lookout for well-performing keywords and will continuously suggest keywords that are converting better than your current ones as exact matches.
- Excluding keywords (via exact match, manually/automatically): Adspert will suggest any of your underperforming (too expensive, not converting) broad match keywords or shopping campaigns as negative keywords.
Placement is selected as an observation criteria
One of the ways Adspert determines whether to increase or decrease Google Display Network bids is by analyzing the performance of each specific ad placement throughout the display network, which it does by setting placement as an “observation” criteria. This allows Adspert to successfully optimize bid adjustments for display network campaigns while leaving your targeting untouched.
Dynamic product segmentation for shopping campaigns
Adspert can only set bids for product groups under Google Shopping campaigns, meaning that if all of your products are in one group, then Adspert can only set one bid for your entire product range. To overcome this, Adspert analyzes categories that perform better than others and dynamically segments your product group - ensuring that products that perform differently are allocated different bids. However, Adspert won’t change anything if your products are already segmented.
The following is a list of subcategories that Adspert can use for dynamic product segmentation:
- Item ID
- Product Type
- Channel exclusivity
- Custom label
Ad Rotation is set to “optimize for conversions”
Setting Ad Rotation to “optimize for conversions” enables Adspert to display your best-performing ads, thus increasing your conversions - a quick win for your account’s performance!
Note: Please contact us at email@example.com if you want to run A/B tests for your ads or select another ad rotation setting.
Adspert uses a machine-learning-based algorithm to optimize bids for your account. For this reason, Adspert needs to deactivate automatic bidding and switch the bidding strategy to manual CPC.
Google Ads won’t display any bids if you’ve previously selected automated bidding as your bidding strategy, therefore Adspert won’t have access to any historical data with which to optimize your campaigns and would need to learn your campaign behavior. Accounts typically go through a ramp-up learning phase of one week to 10 days before any noticeable performance improvements can be observed.
Bid Adjustment optimization
Adspert activates and optimizes bid adjustments to help you maximize profit based on dimensions such as: age range, audience, days and times, device, gender, income range, location, and parental status.
Bear in mind that Adspert will never change your targeting or change bid adjustments for dimensions that have been excluded (-100%). This means that Adspert will never do things like add new locations or change the time your ads run.
To save costs, Adspert will decrease bids for keywords that generate high costs but few or no conversions and may pause keywords that have been decreased to the platform limit (lowest bid possible) yet haven’t converted in a long time.
When it comes to optimizing your Shopping campaigns, Adspert needs to be able to set bids based on product group performance. In extreme cases, Adspert will only be able to set one bid for your entire campaign if all your products are grouped under a single product group.
Adspert can subdivide your products into different product groups by leveraging machine learning best practices to create a state-of-the-art Google Shopping campaign structure. For instance, Adspert can subdivide your product groups by Category, Brand, Condition, Product Type, or Channel.
After creating the best performance structure for your Shopping Campaign, Adspert will then take over bid optimization. However, Adspert won’t enhance any existing product group subdivisions if it determines that altering them won’t lead to any performance improvements.