When to Switch from Automated Bidding to Manual Control for Better Performance
If you’ve dabbled with Google Ads, you’ve likely come across Smart Bidding. Promising efficient spend and optimised returns, it’s alluring on the surface. Yet, it doesn’t always deliver the expected results. You may have observed times when automated decisions didn’t align with your precise goals. This blog explores why relying solely on Smart Bidding might not be the best approach and how manual bid tweaks can be an effective strategy.
Smart Bidding can be beneficial, designed to free up your time while theoretically maximising your return on investment. But users have reported situations where the automation doesn’t fully comprehend nuanced business needs or overlook seasonal trends. By understanding when to intervene manually, you can ensure you’re squeezing every bit of value out of your campaigns. No need to ditch Smart Bidding entirely, but knowing when to roll up your sleeves matters. Check out more on how you can optimise your strategy with Google Ads.
Why Automation Isn’t Foolproof
In past years, businesses leapt at the promise of automation. Who wouldn’t want an algorithm to handle intricate bidding strategies? However, relying solely on Smart Bidding turns a blind eye to your industry’s specific quirks. Algorithms can react to data but not predict every market fluctuation or contextual nuance. Seasonal businesses, for instance, might have seen Smart Bidding misjudge their peak and off-season periods, missing out on critical opportunities.
The Time for Manual Intervention
Think about your unique selling points. Is there something about your products other businesses in your industry lack? Manual bid adjustments give you the flexibility to emphasise those strengths. Maybe you’ve seen that certain keywords perform better at specific times. Tweaking bids to adjust to these patterns empowers you to make the most out of your ad spend.
Understanding Your Campaign Goals
Focus on why you’re running specific ads. Whether it’s raising brand awareness or maximising conversions, the objectives should guide your bidding strategy. Smart Bidding can sometimes deviate from these goals in search of ‘maximum’ results. Your inputs become more important when the algorithm doesn’t know your exact intentions.
Small Changes, Significant Impacts
You don’t have to flip your strategy entirely to manual. Instead, consider introducing small manual adjustments. For instance, increasing bids for high-performing yet low-competition keywords can amplify your reach without unnecessary cost hikes. Over time, these minor tweaks compound, leading to more efficient campaigns.
Keeping a Close Eye on ROI
Your endgame is a healthy return on investment. It’s crucial to regularly assess which bidding strategies are genuinely contributing. Create a habit of revisiting your results each week. Look for patterns or anomalies, especially in campaigns where Smart Bidding did not yield expected returns. Analysing this data helps you refine your manual bidding techniques, aligning them closer to your revenue targets.
- React quickly: If you notice underperformance, pause and assess.
- Focus on high-value terms: Prioritise keywords that have shown strong conversion rates in the past.
Realising the Long-Term Strategy
Your marketing strategy isn’t just about the next month. It’s a continuous, evolving journey. Balancing Smart Bidding with manual interventions helps lay groundwork for sustainable growth. While individuality may be its perk, manual bidding can provide future-proofing. Ensuring you have a hand in strategy translates into optimised long-term results.
When Numbers Meet Creativity
To make the most out of Google Ads, both quantitative and creative inputs are essential. Smart Bidding represents numbers, pure logic, and big-picture strategies. But human creativity adds the necessary layers of understanding, ensuring your campaigns stand out. Are there opportunities to use language or nuance Smart Bidding missed? Manual bidding offers the chance to let creativity shine.
Balancing the Best of Both Worlds
Smart Bidding is a tool in your toolbox—powerful for certain tasks but not a catch-all solution. Embrace its efficiencies while harmonising them with insights only you can offer. A hybrid approach lets you enjoy the convenience of automation while leveraging the adaptability of manual bidding.
To sum it up, automated isn’t always aligned with your nuanced goals. Manual bid tweaks can significantly lift your results. By staying informed and involved, you’re in a stronger position to steer your PPC strategy to success. If you’re keen to explore how to get the most from your campaigns, consider our services for Google Ads management.
