Use PPC Services in Sydney To Step Up Your ‘Google Ads’ Game

Automation has cut down the amount of time we on Google Ads but has also increased better results in return. This clever use of automation combines data with the experience-based reasoning in the campaigns that you build and run for your local business.

And what is this new clever use?

‘Google’s Smart Bidding’ feature!

This actually isn’t something ‘new’. Previously known as Enhanced Cost Per Click, this feature previously received criticism to start with. But now, SEO Sydney marketers are just beginning to grasp its real potential.

Most businesses prefer to hire a PPC Services in Sydney. But remember if you are following the wrong strategy, it can be easy to waste a big amount of money on ads without any returns. If you already have or are looking to invest in machine learning & artificial intelligence, here are a few tips that can help you be smart and skip on some common mistakes most professionals make.

#1 Don’t try too hard when looking to drop your CPA (target cost per acquisition)

It is crucial to understand that your campaign settings for Target CPA and ROAS are in alignment with what Google already knows about performing. For example, if you are getting $50 CPAs constantly in the previous months and then suddenly ask to push for a $10 target, you’re going to have it bad.

The secret to this is to have small, bite-sized drops in the CPA instead of going directly from $50 to $10. After you have a month’s worth of data for a good performing campaign, you can lower the target anywhere till around 5% but definitely never more than 10%. This is something many adword companies would choose to ignore.

In this case, I’d probably move it from a $50 to a $48, to begin with. We must monitor this performance over the next month or so and optimize accordingly. If the new CPA works comfortable for Google, you can always maneuver is up or down accordingly.

The lesson to learn here is that not getting your target CPA is just like getting committing treason. Not somewhere you want to be! Optimizations have a tendency to under and over perform so make to monitor closely.

#2 Analyzing your performance? Keep an eye on HIGH CONVERSION DELAY

It’s probably a very good thing if you regularly watch your websites time conversion lag.

If not, start right now!

It’s pretty easy to access on the Google Ads interface: Go to Tools>Search Attribution>Paths>Time Lage+Path Length.

And why is this relevant?

Because the Google Ad conversion pixel by default runs on a 30-day attribution window. In case you customer clicks on your ad and chooses not to convert for 3 weeks or more, Google will claim it (even if it was not the utmost click of the conversion.)

Online businesses with a naturally long conversion cycle can thus be at the risk of under-weighing their campaign. So, if you are investing in an SEM agency in Sydney, make sure they keep this in mind.

Sydney SEO Experts will tell you that these lingering conversions will eventually come on in later. Because your ad spends is already fully reported, it may look like you have a higher CPA with fewer conversions and under-performing campaigns.

#3 If A Metric Isn’t Your Goal, Don’t Focus On It!

If you feel that measuring the impression share of a campaign and the average cost per click is going to help you then you certainly need a wake-up call.

Reality is, these are not in your control any longer!

We can’t deny that Google knows more about our customers than we ever will, so it knows who is a potential prospect for us and who isn't and accordingly throws our ad in when they know users are looking to buy.

Contrary to this, if Google thinks a user isn’t qualified; it won't show your ad. Clearly, this is out of our control. Amidst all this chaos, we forget to monitor something that actually matters... conversions.

Automation allows Google to control quite many signals at the same time, Worrying about these metrics must never be your goal. Something, most media agencies in Sydney will often tell you. Focus on conversions instead and have faith in your automated strategy.

#4 Understand Your Accelerating Budget

This isn’t something that every adword agency in Sydney will tell you. Don’t be silly by not allowing for enough budget headroom. To explain this, it can be hard for Google if you have a target CPA of let's say $20 but set the budget of the campaign at $10.

It can be a hard thing to practice applying an ideal budget for your campaign, as it depends on the number of leads you require. A good way to go about this is to divide your monthly budget by 30.

You can cross reference your keywords with an SEM agency in Sydney and have them get your search volumes and average CPCs needed on a monthly basis for every campaign.

Wrapping it all up, I would like to emphasize how important it is to have more faith in your automated strategies. These goals are something we don't need to worry about. Contrary to this if your campaign is based on concise data and a clear strategy, you really don’t have to keep optimizing again and again.

Just make sure what you are doing and keep going in the right direction!