With the increasing trend of using AI and machine learning for marketing, Google has integrated these technologies into its tools. If you have signed up with Google Ads, you have 2 options for bidding strategies. Should you choose manual or smart, machine learning-based bidding? Automated ad bidding will save you time, but manual bidding also provides some advantages. To run your Google Ads campaign efficiently, hire experts from best marketing agencies in New York.

What is manual bidding of Google ads?

Manual bidding is a way to control bids through Google Ads. It means you can increase or decrease the bids depending on different factors, such as ad position and keyword performance. If you want full control over your bids, manual bidding is the right choice.

What are the advantages of manual bidding?

The best marketing agencies in NYC recommend choosing manual bidding for some reasons.

• Quicker response– Quicker response is the major advantage of choosing manual bidding. For instance, while monitoring your Google ads, you have found a decline in performance. So, you can analyze and find how your competitors are dealing with CPCs. You may review your bids for underperforming keywords.

• Better control– Manual CPC bidding allows you to control or adjust bids. Set your bids for different ad groups or keywords. This control level facilitates bid adjustments depending on your campaign’s performance.

• Lower CPC– Identify low-performance keywords and reduce CPC during the manual cost-per-click bidding process. You can focus more on high-performing keywords and get more clicks with minimal investment.

What are some demerits of manual bidding on Google Ads?

• Not easy to scale- It is difficult to scale manual CPC bidding in case of a large campaign. With the growth of the campaign, you have to manage more ad groups and keywords.

• Time-consuming- You need much time to check the campaign’s status regularly and manage bids.

• Limited automation- You will find only limited automated activities in your manual CPC bidding. So, manual bidding is not the right choice if you want automation.

Top marketing agencies in New York decide on manual and smart campaigns based on different factors.

What are smart bidding options for Google Ads PPC campaigns?

The Google Ads platform allows you to choose the smart bidding option for your PPC ads. It is almost like plug-and-play functionality because the Machine Learning algorithm will make decisions on the ad campaign. It will make your conversions optimized and give you the best result.

ML and AI technologies let the computer system learn new details from behaviors. The smart bidding technology checks the bid performance and obtains data. The integrated algorithms capture and evaluate different performance parameters. Real-time and automatic optimization of bids ensures faster results.

Another advantage of smart bidding is that it is customizable to your needs. For instance, if you have lead generation goals for the smart bidding campaign, algorithms can be set for maximum clicks, target impressions, and conversions.

With smart bidding Google Ads, you will get several options-

• Maximize clicks to boost your web traffic. Google will consider your keyword count and campaign budget while setting bids automatically.

• Target your impressions and improve the visibility of your PPC ads. You can grab a position on the top of the SERP page.

• Target Return on ad spend is both manual and automated bidding options. It is essential to have accurate data to track ROAS.

• Targeting your CPA lets you know the amount you will spend for every new customer acquired.

Drawbacks of smart bidding

Data used for making decisions is not under control.

It will not be easy to control your budget.

Google sometimes uses too broad data, and it may not accurately target the right audience.

Although it is a computerized process, you must not overlook the learning curve. AI technology lets computer systems make adjustments based on the ad’s past performance. However, if there are no original assumptions, it will affect performance.

When is manual bidding the right choice?

• You have a small budget, and you want to run small campaigns.

• You have consumer data for only the last 30 days.

• You want to depend on your experience to manage the process.

• There is no time constraint for monitoring campaign results.

When should you choose smart bidding?

• You want to optimize your Ads campaign by constantly tracking CTR, keyword impressions, and conversions. Automated technology lets you set an alert where the CTR is reduced. You can make manual adjustments for better results. 

• There is a significant amount of past data based on which smart bidding systems can make decisions.

• You have a complex ad campaign, which involves using top-performing phrases.

• You have no expertise or time to manage the manual process. But, marketing and advertising agencies NYC have professionals to deal with manual bidding.

Conclusion

Your decision on manual and smart Google Ads bidding depends on your preferences, expertise, and some other factors. You can choose the best marketing agencies in New York to hire professionals to run your ads. PPC specialists will also give a report on your advertising performance.