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“If you have 1,000 products you don’t have time to A/B test an ad for every product. Relying more on automation becomes important for most retailers. Leverage everything AdWords has to offer to keep the manual work out of it.” Not sure where to start? Try these three automation tools to make your life a lot easier. Conversion Optimizer: Caution, this bidding strategy does not work for everyone so you just ensure you’re doing it right. “Conversion optimizer can work really well with products that have low to medium average order value,” says Mike. Make sure these products have similar order value.
For example, you wouldn’t want to use conversion optimizer on a campaign which contains and Ad IT Numbers Group for laptops and another Ad Group for USB cables. “Conversion optimizer works by optimizing for the number of conversions so if you’re using it in a campaign that contains a variety of order values, you could end up selling tons of $5 USB cables and never any $500+ laptops,” says Mike. Automatic Bid Rules: Automatic bid rules check in on ROI goals once a week, and if the keyword is above goal it will be automatically bid up by 5%. If a keyword is below goal it will be bid down 5%. Nervous about giving Google bidding reigns? Don’t be.
“You’ll set up a Max CPC and Min CPC with any bid rule you create so that you don’t end up spending $150 per click,” says Mike. Ad Customizers: Ad customizers are one of my personal favorite automation features Google offers to dynamically update your ad copy without having to move a muscle. Running a promotion? A limited time offer? A sale that’s about to end? There’s a plethora of ways to utilize ad customizers to instill FOMO (fear of missing out) in your searchers and entice them to convert. Retail marketing image showing ad customizers .9:
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發表於 2024-3-14 12:43:40