If your campaign is time sensitive, it may be better to maximise conversions for your clinic directly. With the data previously collected, it will be much more effective as it has all the information it needs to get those conversions. This allows Google to gather data so you can change your bid strategy to maximise conversions. One strategy advertisers like to use is to select maximise clicks for at least two weeks. Remember, maximising clicks can burn through the budget quicker, as it is easier to get clicks than conversions. And so sometimes it’s best to let Google do its thing. This could, however, limit the number of clicks your ad gets. Google will set your maximum cost-per-click (CPC), but you can put limits to prevent your bids from exceeding a certain amount. You set an average daily budget, and Google gets to work and does the rest. When you select ‘maximise clicks’ as your bid strategy, Google Ads will help you get as many clicks as possible within your budget. Top 3 Bid Optimisation strategies Maximise clicks To keep it simple, we will only go through these three bid strategies mentioned as they are the most relevant to you and your clinic. If you’re looking to get more conversions while spending your budget, this is smart bidding, and your strategy will be to maximise conversions. If you’re looking to increase visibility and spread brand awareness, your bid strategy would be to target impression share. If your goal is to increase site visits, you will want to maximise clicks. Recognising your goal is key to a successful campaign. As a clinic owner, you could have a couple of goals in mind, but until you decide, you won’t be able to choose an effective strategy. Under ‘bidding’, you will be able to see if it is manual or automated.īefore choosing your bid strategy, you need to consider your goal. ![]() To find out which you are using, go to one of your live search campaigns and click ‘settings’. Most advertisers use automated bidding now as Google’s AI is so advanced, with access to all sorts of data to make the best decisions. It is an effective way to help meet your goals without the complication of doing it all yourself. We recommend that you use automated bidding. You choose your automated bid strategy to help you achieve your specific goal for your business. You set the bid amount for each ad group and keyword, and you’ve got to follow up and track it.Īutomated bidding gets rid of the guesswork and eases the load a bit. With manual bidding, it’s all down to you. Google Ads offers two settings manual bidding and automated bidding. When you bid, you are setting the amount you are willing to pay on a keyword, a click or a conversion. We will be focusing on the top 3 bid optimisation strategies that will be of value to your clinic. One thing we didn’t mention in that blog post is bid optimisation which we decided deserved a blog post of its own. ![]() If you haven’t checked it out, make sure you do. ![]() The blog will help you analyse and update your ad appropriately throughout the running of your campaign. If you’ve seen our blog post on optimising your ads, you should be on the way to an effective campaign with a great return on your investment, where the copy, keywords and landing page are up to scratch. It’s live and out there, ready to collect those new patient enquiries. So, you’ve set up your Google Ad campaign for your clinic.
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