Are Google's recommended settings really correct? A case study on changing bidding strategies and match types to verify
Posted: Mon Dec 09, 2024 10:14 am
Introduction
If you are running search ads, you will have heard of Google's recommended settings at least once: a bidding strategy that emphasizes the number of conversions and broad match for the keyword match type.
It is said that these two settings are essential to maximize the number of conversions with Google Ads, but have you ever had doubts about this? This is because, no matter how excellent the AI that Google Ads is equipped with, it is unlikely that it will perfectly apply to all of the many businesses in the world, and there are likely to be quite a few exceptions. Based on
this doubt, this time we will mexico phone number library introduce a case where multiple bidding strategies and keyword configurations were used to deliver ads to the same target.
>>Download the document set (service documents and case studies) to learn about Ollie's
What is the background to the investigation into Google's recommended settings?
This is the reason why we decided to verify Google's recommended settings.
① No significant improvement was expected with the recommended settings
We had been making adjustments for a long time to improve the performance of our search ads, and we could not expect a significant improvement in performance by making minor changes to the settings. Therefore, we thought that there was a possibility that we could drastically improve our results by reviewing our bidding strategy and account structure itself.
② Considering the characteristics of the product, it is possible that non-recommended settings would be more appropriate.
The case study we will present today is one in which we helped an advertiser in the recruitment industry. The recruitment business felt that the non-recommended settings could potentially be more efficient for the following reasons:
Focusing on top rankings may be more efficient
Since the job postings introduced by both our company and our competitors are the same, it is difficult to differentiate between the two services.
Since it is difficult to differentiate between LPs, it may be better to focus on displaying ads at the top of the page rather than using automatic bidding to deliver ads.
Exact match binding may be more efficient
From five years of operation, we know which search queries tend to generate conversions. I think that focusing on those queries and delivering exact matches will increase the conversion rate.
What are the recommended settings for Google Ads?
Here is a quick review of the recommended Google Ads settings.
About bidding strategies
A bidding strategy is a delivery strategy that can be selected in Google Ads depending on the purpose of delivery.
The bidding strategy you set determines when, to whom, and where your ad will be delivered. Setting an appropriate bidding strategy depending on the elements you want to focus on in your campaign (clicks, impressions, conversions, views) is the key to maximizing your results.
Among these, if you place importance on conversions, we recommend using automated bidding, a method that lets Google Ads' AI handle the bidding. There are five main bidding strategies:
Maximize conversions : Instead of aiming for a specific cost per conversion, focus on getting the most conversions possible and spending your specified budget.
Target Cost Per Acquisition (CPA) : Deliver ads that maximize the number of conversions while aiming for a specified cost per acquisition
Maximize conversion value : Rather than aiming for a specific return on ad spend, focus on obtaining conversion value and deliver ads to consume the specified budget.
Target Return on Ad Spend (ROAS) : Deliver ads that maximize conversion value while aiming for a specified target return on ad spend
Enhanced Cost Per Click (eCPC) : Aim to deliver the cost per click you set individually while maximizing the number of conversions
In this case study, we also focused on maximizing the number of conversions, so we used the target cost per acquisition (CPA) from before. Next, we will examine what happens when you change the bidding strategy from that one.
If you are running search ads, you will have heard of Google's recommended settings at least once: a bidding strategy that emphasizes the number of conversions and broad match for the keyword match type.
It is said that these two settings are essential to maximize the number of conversions with Google Ads, but have you ever had doubts about this? This is because, no matter how excellent the AI that Google Ads is equipped with, it is unlikely that it will perfectly apply to all of the many businesses in the world, and there are likely to be quite a few exceptions. Based on
this doubt, this time we will mexico phone number library introduce a case where multiple bidding strategies and keyword configurations were used to deliver ads to the same target.
>>Download the document set (service documents and case studies) to learn about Ollie's
What is the background to the investigation into Google's recommended settings?
This is the reason why we decided to verify Google's recommended settings.
① No significant improvement was expected with the recommended settings
We had been making adjustments for a long time to improve the performance of our search ads, and we could not expect a significant improvement in performance by making minor changes to the settings. Therefore, we thought that there was a possibility that we could drastically improve our results by reviewing our bidding strategy and account structure itself.
② Considering the characteristics of the product, it is possible that non-recommended settings would be more appropriate.
The case study we will present today is one in which we helped an advertiser in the recruitment industry. The recruitment business felt that the non-recommended settings could potentially be more efficient for the following reasons:
Focusing on top rankings may be more efficient
Since the job postings introduced by both our company and our competitors are the same, it is difficult to differentiate between the two services.
Since it is difficult to differentiate between LPs, it may be better to focus on displaying ads at the top of the page rather than using automatic bidding to deliver ads.
Exact match binding may be more efficient
From five years of operation, we know which search queries tend to generate conversions. I think that focusing on those queries and delivering exact matches will increase the conversion rate.
What are the recommended settings for Google Ads?
Here is a quick review of the recommended Google Ads settings.
About bidding strategies
A bidding strategy is a delivery strategy that can be selected in Google Ads depending on the purpose of delivery.
The bidding strategy you set determines when, to whom, and where your ad will be delivered. Setting an appropriate bidding strategy depending on the elements you want to focus on in your campaign (clicks, impressions, conversions, views) is the key to maximizing your results.
Among these, if you place importance on conversions, we recommend using automated bidding, a method that lets Google Ads' AI handle the bidding. There are five main bidding strategies:
Maximize conversions : Instead of aiming for a specific cost per conversion, focus on getting the most conversions possible and spending your specified budget.
Target Cost Per Acquisition (CPA) : Deliver ads that maximize the number of conversions while aiming for a specified cost per acquisition
Maximize conversion value : Rather than aiming for a specific return on ad spend, focus on obtaining conversion value and deliver ads to consume the specified budget.
Target Return on Ad Spend (ROAS) : Deliver ads that maximize conversion value while aiming for a specified target return on ad spend
Enhanced Cost Per Click (eCPC) : Aim to deliver the cost per click you set individually while maximizing the number of conversions
In this case study, we also focused on maximizing the number of conversions, so we used the target cost per acquisition (CPA) from before. Next, we will examine what happens when you change the bidding strategy from that one.