How Automatic Bid Optimisation Transforms Large Account Management in Google Ads

Do you manage many ad groups and ads in a Google Ads account? Bidding automation could be helpful to you.

Using this auto-apply recommendation to optimise bidding, whether you are using the "maximise conversions" or "maximise conversion value" strategy, allows the algorithms to adjust bids in real-time, optimising expenditure and improving ROI without constant manual intervention.

In an ideal world, you would have the time to analyse and adjust the bids when you deem most appropriate, based on data, but this is not always possible when managing a high volume of clients.

This technique frees up time that would otherwise be spent on manual adjustments. If you manage a high volume of clients, those who have many ads with quite technical or complex products and services, this automatic application can greatly simplify campaign management and give you better results.

Fine-Tuning Bidding Strategies in Google Ads: Maximizing Conversions Safely

When implementing a bidding strategy on Google Ads to maximize conversions with a target CPA, monitor the cost/conversion metric over the last 90, 60, and 30 days.

If you observe a positive trend in reducing the cost/conversion, consider adjusting the target CPA. However, make sure that the weekly variability of the cost/conversion has not exceeded 20% over the last four weeks, as having consistent and predictable data is crucial.

This should be done cautiously to not limit your bids too much and lose visibility and potential conversions.

🔍 Extra tip: be careful with having auto-apply recommendations activated so that Google Ads decides for you the type of bidding, whether you use target CPA or target ROAS, or how much CPA or ROAS you should have. Completely delegating these decisions to automation is like handing over the responsibility of your campaign strategy to Google.

Troubleshooting Google Ads Conversion Tracking Issues: The Conversion Linker Tag

If you have tried to create conversion actions and/or set up Google Ads Conversion Tracking with Google Tag Manager and you find that it is not working properly or not measuring performance, make sure you have the Conversion Linker tag, and that it is firing on all pages.

Here are the steps to check that you have the Conversion Linker tag:

1. Open Google Tag Manager

2. Click Tags

3. Search for the Conversion Linker tag

4. If the tag is not present, create a new Conversion Linker tag

5. If the tag is present, check that the trigger is configured to fire on all pages