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Transitioning to an automated bidding strategy

So you’re feeling ready to upgrade your campaign.

And you want to ditch Manual CPC and opt for a more efficient bidding strategy. Nice.

Afterall, Manual CPC is… manual. It takes a lot of time and effort to monitor bids.

An automated bidding strategy simplifies this process, and takes care of your bids for you.

Here’s how to make the transition:

  • Have at least 30 conversions. The more, the merrier. Google will use this data to understand your target audience and your bids—specifically, who buys your products and at what costs.
  • Be realistic about your goals. If you overshoot your targets, then Google will stop spending. For example, if you set a target return on ad spend (tROAS), set it only a little higher than your current campaign’s tROAS. Increase it slowly over time once you begin hitting your goals.
  • Run an experiment. Don’t just switch the campaign’s bidding strategy to an automated one. Create an experiment to see how it will work for your campaign. If it’s successful, you can switch over!

Manual CPC bidding can be a useful starting point for your Google Ads campaigns, but it may be time for them to graduate into the big leagues.

When you’re ready, well… you know what to do.