Smart Bidding - Over $2 in Grantspro Accounts
There’s been an exciting new development as Google have begun sending invites to selected Grantspro accounts to try out a new Smart Bidding feature called ‘Maximise Conversions’. This feature has been available for Paid AdWords accounts since May 2017, but is only now being made available to (certain) Grantspro accounts.
Campaigns with ‘Maximise Conversions’ bidding enabled will no longer be subject to the Grant bid cap of $2. Instead, bids will automatically vary based on how likely they are to result in a conversion.
This will allow Grantspro accounts to better compete on high value searches, such as those around challenge events, donations, legacy giving and online shopping. An increase in conversions will also mean getting more value for money from your Grantspro account, which is always a good thing!
How Does This Maximise Conversions Bidding Strategy Work?
Google uses a combination of historical conversion data, the likelihood of converting and other contextual factors (e.g. time of day, location, device, etc.) to determine an optimal bid amount. Therefore, enabling ‘Maximise Conversions’ means that bids will continually and automatically be optimised, and we’re eager to see what results this can achieve for our clients.
How To Get Started
This is a major change for selected Grantspro accounts and provides many potential exciting possibilities for charities. In order to take advantage of this, you only need to follow 2 steps before September 15th 2017:
- Set up conversion tracking (e.g. donations, event sign ups, PDF downloads, calls from ads, newsletter sign ups, etc.)
- Enable ‘Maximise Conversions’ Smart Bidding
We have a great deal of experience with setting up conversion tracking. If you need help setting up conversions before you can take advantage of Maximise Conversions Smart Bidding, then please get in touch.
The most obvious benefit is that those using Grantspro accounts can use this Smart Bidding strategy to get even more conversions! Higher bids lead to an improved ad rank, and so being able to go beyond the $2 bid cap with Google’s ‘Maximise Conversions’ Smart Bidding can help get the most conversions for your campaigns. This is brilliant news for those looking to drive even more donations, memberships, newsletter sign ups, or any other valuable actions.
Fully Utilise The Grantspro Allowance
This Smart Bidding strategy may lead to conversion activity taking up a larger amount of the Grantspro budget, whether your conversions are fundraising, information or communication based.
Increased bid amounts may also lead to a higher average cost per click and therefore fewer clicks, but will enable you to make better use of the $40,000 Grantspro allowance to increase conversions, especially if you are not already maximising and your campaigns are currently limited by the $2 bid cap.
It’s possible that adding conversions that are higher up the marketing funnel could encourage higher bid amounts when using the ‘Maximise Conversions’ bid strategy. We look forward to conducting experiments with our clients to see if this could have a positive impact on the bid amounts allowed for competitive campaigns.
If you have any thoughts on our blog or want to discuss with us, then do leave a comment or contact us. Or, if you would like help to maximise the full potential of your Google Ad Grant or Grantspro account, or want help to implement conversion tracking and Maximise Conversions Smart Bidding, then please get in touch!
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