Imagine if your bank let you transfer money to people but made it difficult to decide who receives your transfers. Pretty silly, right?
Despite the objections of every advertiser ever, it’s still not easy to tune many aspects of your campaigns in Google Ads. So it was pretty much second nature that we stepped up to make the experience better for our customers.
Bid adjustments — using audience analytics and insights to regulate ad performance — are invaluable. But you can’t overlook the time-consuming chore that is bid management through Google’s engine. The challenge is even greater when it comes to setting placements, especially the ever-popular ‘exclude all mobile apps’ preference.
Those are the two key areas of our recent Rule Engine updates designed to help account managers and PPC strategists speed things up. Let’s take a look at what’s new, where to find the updates, and how you can use them.
New in Geo Bid Adjustment and Placements
Simply put, these updates take the form of instant strategies in the Rule Engine, Optmyzr’s logic-driven rule builder that uses ‘if-then’ statements to get your account to take a specific action when certain conditions are met.
These new strategies are:
Find Expensive Cities: Reduce bid adjustments for cities that have a higher CPA than the campaign average, or that have no conversions despite having more clicks than are typically required for at least 1 conversion.
Find New Cities: Find out which cities are starting to direct traffic to your campaigns in the last 14 days (compared to the previous period).
Target Cost per Click: Set geo bid adjustments based on the target CPC you wish to achieve. Available at the country, region, and city levels.
Target Cost per Conversion: Set geo bid adjustments based on the target CPA you wish to achieve. Available at the country, region, and city levels.
Exclude Mobile Apps With Zero Conversions: Find all mobile apps with no conversions and exclude them as placements in bulk.
While our instant strategies come with recommended settings, they can be further customized and automated using your own preferences. If you’re familiar with how the Rule Engine works, you can create your own geo bid adjustment and placement strategies from scratch — all the components are there.
Other Geo Bid Adjustment and Placement Features
The Geo Bid Adjustments tool analyzes campaign performance in different locations and makes recommendations for bid adjustments. You can implement adjustments at the country, region, city, and zip/pin code level. This tool also lets you discover new cities based on traffic and target them according to ROAS or CPA.
With Placements Exclusion, you can customize your strategy to prevent showcasing your ads at random in the Google Display Network. No more manually excluding apps one by one. Bypass the limits of Google Ads and remove your ads from showing via the entire mobile apps category.
Optmyzr Tip: Stop wasting money on bids and sites that don’t yield profit or returns. These tools give you more granular control over campaign behavior based on geolocations and ad placement. You can use a mix of custom and instant strategies in the Rule Engine to improve your ad performance, or use these tools for research before you even build and run a campaign.
Use Cases for Geo Bid Adjustments
1. Account for holidays or other closures.
Depending on your industry and location, some events lead to virtually zero-sale days with customers focused on things other than shopping. With Geo Bid Adjustments, you can now mark those locations and lower your bid to account for those lulls in activity. Customize the bids to -90% to keep the campaign running but with reduced ad spend.
2. Track cities with wasted ad spend.
Throughout your campaign, you might find some locations don’t provide enough conversions for the number of clicks they show for. These might be areas where the cost per conversion is higher than the campaign average, resulting in potentially wasted spend. Now you can just use the ‘Find Expensive Cities’ instant strategy in Rule Engine, and customize your initial campaign actions to exclude these cities or create bid adjustments for those locations. Or, you can use the strategy as an alert system to be notified of locations that put out a higher CPA.
3. Discover potential target locations.
Due to erratic lockdowns and reopenings across the globe, businesses might start receiving traffic from newer locations where they didn’t drive sales in the past. You need a system to account for any possible new traffic. With the ‘Find New Cities’ strategy, you can find locations that showed traffic in the last 14 days but not before. Run this strategy twice a month to track any new traffic and find new areas of interest.
Use Cases for Display Placements
1. Target placements with a specific bid.
While running a Display campaign without any targeted placements, you’ll see that the engine will automatically place you where it thinks your ad may perform best based on past data. With the Display Placements Exclusion tool, you can identify sites (or placements) where you’re doing well and customize your strategies to target these in future campaigns.
2. Bid lower for placements with bad ROAS or CPA.
Most ad placements on mobile devices happen below the fold, and the chances that people scroll down to even see to your ads are extremely thin. Your placements might not have enough viewability and will therefore have poor ROAS or CPA. With this same tool, you can see suggestions for such weak placements and lower your bid on them to prevent spending on low-converting traffic.
3. Exclude placements on all apps or a specific operating system.
While some apps are great to advertise on, others tend to have an audience who won’t benefit from your ad at all. With the Placements Exclusion instant strategy, you can stop your ads from showing on all mobile apps and even certain operating systems.
Between our new Rule Engine strategies and existing tools, Optmyzr allows you to truly control and optimize your campaigns beyond what Google’s automated rules will enable. This makes search marketers the final authority, and allows you to layer multiple powerful automations to support your campaigns efficiently.
Analyze data based on preferred date ranges and other metrics to arrive at what’s best for your business, and focus your time on building excellent strategies rather than performing repetitive tasks.
Save time, save ad spend, and take control back from Google.