Podcast Summary: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

Episode: Simple Alternative to Manual Bidding (Episode 434)
Release Date: October 14, 2024
Host: Chris Schaeffer, Certified Google Ads Specialist

Introduction

In Episode 434 of The Paid Search Podcast, host Chris Schaeffer delves into a practical alternative to manual bidding in Google Ads. While Schaeffer has long been an advocate for manual CPC bidding, he acknowledges its complexities and offers a simpler strategy for advertisers seeking effective campaign management without the intricate adjustments manual bidding demands.

Listener Questions and Answers

1. Managing Manual CPC

Question from Anonymous Listener
Timestamp: [00:45]

An eager listener shares their experience with manual CPC bidding, expressing feelings of being overwhelmed—particularly with lower-budget accounts. The listener seeks guidance on managing CPCs, including when to adjust bids, add keywords, or discontinue underperforming ones.

Notable Quote:
"[00:55] Chris: 'I manage my manual CPC based on risk. It's the best way to describe it.'"

Chris's Response:
Chris introduces the concept of managing CPC through the lens of risk, categorizing campaigns based on their conversion performance:

• High-Funnel Campaigns (No Conversions):
  Focuses on assessing search term quality and CPC risks. Keywords that don't perform or are too costly are paused or adjusted accordingly.

• Standard Campaigns (Few Conversions):
  Utilizes metrics like CPA and ROAS to evaluate and tweak bids. Decisions are informed by historical data and the perceived quality of search terms.

• Conversion-Heavy Campaigns:
  Implements strict bid adjustments to maintain CPA targets, ensuring that high-performing keywords receive appropriate bid increases while underperformers are scaled back or replaced.

Chris emphasizes the importance of understanding the inherent risks in each campaign type and adjusting bids to mitigate these risks effectively.

2. Taking Back Account Management

Question from Jess
Timestamp: [15:30]

Jess discusses reclaiming control of an account previously managed successfully, which had deteriorated under another manager. She seeks advice on the appropriate timeframe to assess new campaign performance and strategies to revive call extensions that have ceased generating leads.

Notable Quote:
"[16:05] Chris: 'A normal time period to know if something's going to work is maybe like a 90 day time period, three months.'"

Chris's Response:
Addressing the first part of Jess’s query, Chris recommends a 90-day window to evaluate new campaign performance, allowing sufficient time for data collection and optimization. He acknowledges that previous successful strategies can shorten this period to one to two months but cautions against expecting immediate results due to potential external factors like market changes or increased competition.

For the second part concerning call extensions, Chris suggests:

• Advanced Bidding Options:
  Utilize settings to prioritize interactive assets like call extensions by increasing interaction bids.

• Ad Rank Optimization:
  Raise bids to enhance ad rank, ensuring that call extensions meet the visibility thresholds required by Google Ads.

• Monitoring Impressions:
  Use the 'Segment' feature to analyze how often call extensions appear, adjusting bids to improve visibility if impressions are low.

Chris underscores the importance of proactive bid management and ad rank enhancement to revive call extension performance.

3. Tracking Conversions with External Booking Tools

Question from Zach
Timestamp: [27:10]

Zach faces challenges in tracking conversions for clients using the Acuity Booking tool, as bookings occur outside the clients' websites. He seeks effective methods to measure these off-site conversions without backend access or dedicated thank-you pages.

Notable Quote:
"[28:00] Chris: 'Nothing is as good as tracking actual booking, but let me throw out some ideas.'"

Chris's Response:
Chris acknowledges the complexity of tracking off-site conversions and shares several strategies, albeit noting their limitations:

• Thank You Page Redirects:
  Attempts to redirect users back to the client's website post-booking to trigger conversion tracking, though this method is often unreliable due to potential delays and session disruptions.

• Embedded Tracking Solutions:
  Suggests embedding tracking codes within the client's site to monitor actions within iframes or similar setups, though technical challenges may arise.

• GA4 Key Events:
  Recommends tracking specific key actions, such as clicks on booking links, as conversions. Chris warns of the potential inaccuracy of this method, as it may register interest without actual completions.

He concludes that while these methods can offer partial solutions, there remains no flawless approach to tracking conversions with external booking tools like Acuity. Chris encourages continuous exploration and community engagement for emerging solutions.

Main Topic: Simple Alternative to Manual Bidding

Timestamp: [35:00]

Transitioning from listener questions, Chris introduces Impression Share Bidding as an uncomplicated substitute for manual CPC bidding. He explains that while manual bidding provides extensive control, it can be time-consuming and complex, especially for those managing multiple accounts or lacking the bandwidth for constant optimization.

What is Impression Share Bidding?

Impression Share Bidding focuses on a single metric—impression share—to manage bids, reducing the need for frequent manual adjustments. Impression share represents the percentage of total possible impressions your ads receive compared to the total available impressions for your targeted keywords.

Notable Quote:
"[35:25] Chris: 'Impression share bidding is a simple, easy alternative to manual bidding in that you can manage for one simple metric without having to have the hassle of the housekeeping that comes with manual bidding.'"

Benefits of Impression Share Bidding

• Simplicity:
  By concentrating on impression share, advertisers can streamline bid management without delving into the granular details of each keyword's performance.

• Control Over Placement and Visibility:
  Advertisers can set targets for ad placement (e.g., top of page) and overall visibility (e.g., 80% impression share), allowing Google Ads to adjust bids to meet these objectives automatically.

When to Use Impression Share Bidding

Impression Share Bidding is particularly effective in scenarios where:

• Conversion Tracking is Limited or Nonexistent:
  Ideal for campaigns focused on brand awareness rather than direct conversions.

• Broad Match Keywords:
  Helps manage wide-reaching keywords without the need for constant bid adjustments based on diverse search terms.

• Brand Campaigns:
  Ensures maximum visibility for brand-specific searches, maintaining dominance in search results without optimizing for conversions.

Notable Example:
"[38:50] Chris: 'I have Target Impression share set up for some of my clients’ brand campaigns. [...] I choose 95% impression share, maybe 100% impression share to target for my client's brand campaign.'"

Limitations of Impression Share Bidding

• Lack of Conversion Focus:
  Since it doesn't account for conversions, it's unsuitable for campaigns where conversions are the primary success metric.

• Reduced Bid Control:
  Advertisers relinquish some control over individual keyword bids, which might not be ideal for those who prefer detailed management.

Conclusion on Impression Share Bidding

Chris positions Impression Share Bidding as a middle-ground solution between Maximize Clicks and Manual CPC Bidding. It offers more control than automated strategies like Maximize Clicks while avoiding the extensive management required by Manual CPC. This approach is best suited for advertisers seeking simplicity and consistent ad visibility without the intricacies of manual bid adjustments.

Final Thoughts

In this episode, Chris Schaeffer provides valuable insights into managing Google Ads more efficiently. By addressing real-world listener questions and introducing Impression Share Bidding, he equips advertisers with strategies to optimize their campaigns effectively while balancing control and simplicity. Whether you're grappling with manual CPC complexities or exploring alternative bidding strategies, Schaeffer's expertise offers actionable solutions to enhance your online marketing efforts.

Stay Tuned:
Join Chris next Monday for another episode packed with expert advice on Google Ads and online marketing strategies. For additional support or consulting services, visit ChrisSchaeffer.com.