Why bid adjustments no longer matter (somewhat)
With automated bid strategies such as Maximise Conversions and Maximise Conversion Value becoming the new norm in our day-to-day campaign management, we still see some marketeers adjusting bids for the time of day, day of the week and device. Without realising that Google does not take into account these adjustments when using certain bid strategies.
So, to clear the air and any speculation here is a simplified table of what you can do to which bidding strategies, taken from the Google Ads Help page titled ‘About bid adjustments’.
Original Source: Google Ads Help, https://support.google.com/google-ads/answer/2732132?sjid=16416342365126760305-EU
What you should be focusing your time on instead – Conclusion
So what should you be spending your time on? Well besides freeing up time to make more tea trips here are a few ideas you could explore in your Google Ads account:
- Advanced conversion tracking and enhanced conversions
- Implementing value-based bidding
- Setting up meaningful experiments
- Managing and uploading customer lists and other First-Party data
- New vs Returning customer data
- Offline conversion tracking
- Account Automation
- Strategic thinking and communication
Next time you see yourself adjusting bid types, ask yourself this: Is my campaign using a bid strategy where what I change will have zero impact? And should I just go and make a cup of tea instead?
We hope to have saved you wasted time that could be used on further improving your account to drive performance!
