For many marketers, PPC bid management is a time-consuming yet essential part of their daily routine.
The logic is straightforward: you reward your best keywords with higher bids to maximize impression share and reduce spending on underperformers to protect your budget. Simple in theory, but it can quickly become complex in practice.
There are several ways you can automate bidding: you can set rules in Google Ads to adjust bids based on specific performance criteria. You can experiment with automated bidding strategies within Google or Microsoft Ads. You can also use third-party PPC bid management software for real-time optimization.
Things become even more complicated when you use bid adjustments — a vital tool for campaign optimization. While it’s straightforward to increase bids for high-performing segments (like specific times of day, audiences, or devices) or decrease them for underperforming ones, the real challenge comes when combining multiple adjustments. For instance, managing overlapping bid adjustments for mobile users in specific locations during peak hours requires care to avoid conflicting settings.
To address these challenges, Adalysis offers automated PPC bidding tools that streamline your PPC bidding while maintaining control over campaign performance.
For manual CPC campaigns, Adalysis checks regularly whether you could benefit from increasing/decreasing your bids. To compute the best bids, Adalysis takes into account multiple signals for each keyword, such as quality score, lost search impression share due to rank, Google estimates for specific positions, search volume, and a performance history based on your goal.
By default, all calculations are made with the goal of increasing conversions. (If you’re not tracking conversions in your account, your default bidding strategy will be to increase clicks.) However, you can personalize these settings and focus on achieving a specific target CPA/ROAS, or increase overall traffic to your website.
The bid adjustment map will show you all the bid adjustments your campaigns are using. You’ll see an alert when your bid adjustments are incompatible with your chosen automated bidding strategy.
The bid adjustment map will also highlight when your bid adjustments are changing your CPAs instead of CPCs. For example, take a campaign with manual bidding and a +50% mobile device adjustment, which you switch to CPA bidding. In this case, CPA bidding will use the +50% device adjustment to increase your target CPA, not your bid. As a result, you may think CPA bidding isn’t performing well, while in reality, the results are affected by the forgotten bid adjustment. The bid adjustment map helps you to avoid false conclusions.
Before-and-after comparisons mean you can also track how changing your bid adjustments impacted your performance and analyze what works best for you.
Of course, your campaigns won’t perform equally well throughout a week or even a day. To analyze time-based trends, Adalysis provides a visual heatmap showing performance over time, including CTR, conversions and other important metrics. You can also compare your performance between the weekend and weekdays.
Straight from the heatmap, you can set bid adjustments for your best performing hours of the day and create ad schedules that only show ads when your customers are likely to convert.
Once your campaigns have been running for some time, Adalysis provides automated bid recommendations for devices, locations and demographic groups. From now on, you don’t have to analyze endless data to see if some device, location or age group is performing worse than another. Don’t worry about calculating how big the bid adjustment should be and if it’s compatible with your current bid strategy. Adalysis will do all of this for you.
You can also customize the default settings for defining “good” or “bad” performance and tailor the tool to your needs.
In Google Ads or Microsoft Ads, you can see how your locations, demographic targeting and devices performed at the campaign level. However, there might be times when you need to identify the best performers across your entire account. This information is particularly useful when identifying your ideal customer and creating your buyer persona.
Adalysis allows you to aggregate your performance across all campaigns and ad groups with a click of a button.
As well as automated PPC bidding tools, Adalysis PPC management software offers solutions for optimizing your entire PPC workflow:
Try the award-winning Adalysis PPC toolkit for free. No commitment and no credit card needed.
Adalysis was founded in 2013 by PPC experts with more than 20 years of experience. Since then, we have helped PPC agencies and PPC marketers for brands from all over the world to effectively optimize their PPC efforts.
