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Automated bidding for restructured campaigns in mature account
Posted by on November 29, 2022 at 11:48 amI’m launching some restructured campaigns this week and want to ideally use an auto bidding strategy. The campaigns are comprised of keywords that have plenty of historical data in their original campaigns, but obviously won’t have any in the new ones. Does conversion data at the account level help for launching new campaigns on auto bidding (i.e. tcpa or max conversions) or would it be better to bid manually upon launch and then switch over?
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1 Reply
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It’s definitely fine just launching with smart bidding on, it profits from the historical data and should learn quickly. It might also be a good idea to run an A/B test to actually be able to compare performance.
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Yes, account data is utilised in optimizing bidding in specific campaigns. If you have a relatively high volume (conversions) you can probably get away with using smart bidding right away.
If you only get a few dozen conversions per month typically I would start with ECPC and then switch after several weeks. This will avoid Google using max clicks default bidding and sending lowe- quality traffic during learning.
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As the others stated. Account-level data will tremendously help the new campaign, and you can start using tcpa or max conversions immediately. Although these automated campaigns can start with zero conversions it is always a good idea to get some conversions and data upfront for the algorithm to work with. Just make sure the budget is a multiple of the tcpa you set (10-15x) and make sure that the tcpa is slightly higher than what you had the previous 30 days if you go for this option. You want your campaign to start generating impressions and conversions fast. You can then still reduce it by 10-15% every 1-2 weeks.
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