A new suite of bidding strategies/techniques for Google Shopping Campaigns has been released, providing ecommerce advertisers some useful additional options as the holiday season approaches.
The bidding strategies, which follow last year's launch of reporting and campaign management features like Auction Insights, enable advertisers to move beyond max CPC bidding, delivering specific bids for each auction tailored to user's context.
The new bidding strategies include Maximize Clicks (that automatically adjust bids, which is ideal for those wanting to capture as much traffic as possible within a set budget), Enhanced CPC (which dynamically optimizes on top of bids in real-time and is ideal for advertisers managing their own bids or using third-party bidding platforms), and Target ROAS (which is still in beta). The Target ROAS technique enables advertisers to choose their own desired ROAS (return on ad spend) and bid dynamically so that products that drive more revenue get higher bids.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.