How to Set Bidding Strategies in Google Ads for 2024
Summary
TLDRВ видео скрипте Аарон Янг из Define Digital Academy делится своими 15-летними экспертными советами по настройке стратегий ставок в Google Ads. Он подчёркивает важность откладывать принятие решений о целевых РОА или ЦПС до стабилизации результатов, чтобы не ухудшить производительность рекламной компании. Он также настаивает на необходимости 'подбирать и держать' выбранную стратегию, не меняя её в течение 30 дней после установки. Янг демонстрирует, как правильное использование стратегий ставок может существенно улучшить результаты рекламных кампаний, предоставляя практический пример с аккаунтом Performance Max.
Takeaways
- 🕒 Откладывайте принятие решений о стратегиях ставок дольше, желательно не менее 3 месяцев, чтобы избежать негативного влияния на производительность рекламной компании.
- 🔨 После установки целевого ROAS или целевой стоимости приобретения (CPA), не меняйте их в течение как минимум 30 дней, даже если результаты резко упадут после первых двух недель.
- 📊 Ждите стабилизации результатов, когда метрики конверсии остаются неизменными в пределах вариации более чем на 20%, прежде чем вводить стратегию ставок.
- ⚠️ Устанавливайте целевой ROAS или целевую CPA на основе текущих результатов, а не на основе желаемых результатов, постепенно корректируя их вверх или вниз.
- 📉 Избегайте резких изменений стратегий ставок, что может привести к нестабильности показателей конверсии и затрат.
- 🔑 Понимайте, что стратегии ставок являются ключом к успеху в Google Ads и являются одной из последних навыков, которые нужно освоить.
- 📈 Примеры из опыта показывают, что правильное использование стратегий ставок может существенно увеличить количество конверсий и производительность рекламной компании.
- 💰 Не оставляйте деньги на столе, установив слишком низкую целевую CPA, и не превышайте возможности, установив слишком высокую целевую ROAS.
- 📉 При установке стратегий ставок учитывайте, что могут быть временные спады в производительности после введения новых параметров.
- 🔧 Используйте примеры из видео для наглядного понимания того, как изменения стратегий ставок влияют на результаты рекламной компании.
- 🎓 Получите доступ к дополнительному обучающему материалу о стратегиях ставок, предоставленному в закрытой платной сообществе 10x Google Ads.
Q & A
Что означает аббревиатура 'ROAS' в контексте рекламных стратегий?
-ROAS означает 'Return on Ad Spend', что переводится как 'Возврат инвестиций от рекламных затрат'. Это показатель, который показывает, насколько эффективны ваши рекламные затраты.
Почему важно правильно настроить стратегии ставок в Google Ads?
-Правильная настройка стратегий ставок в Google Ads критична для успеха, так как неправильные настройки могут полностью испортить производительность рекламного аккаунта, приводя к потере денег и конверсий.
Какое рекомендуемое время ожидания перед установкой целевых ROAS или CPA в новых кампаниях?
-Рекомендуется не устанавливать целевые ROAS или CPA в течение первых 90 дней кампании, иногда это может быть до 6 месяцев, чтобы избежать негативного влияния на производительность.
Что означает 'Target CPA' и как она влияет на рекламный аккаунт?
-Target CPA означает 'Целевая стоимость приобретения', и это значение, которое вы устанавливаете, чтобы указать Google, какую стоимость конверсии вы готовы оплатить. Это может ограничить расходы, но также может привести к снижению количества конверсий, если установлено слишком низко.
Почему не следует менять целевые значения ROAS или CPA после их установки?
-После установки целевых ROAS или CPA рекомендуется не менять их в течение как минимум 30 дней, так как изменения могут вызвать кратковременное падение производительности, которое может восстановиться позже.
Чему научит нас Aaron Young из Define Digital Academy о стратегиях ставок в Google Ads?
-Aaron Young делится своими 15 000 часами опыта работы с Google Ads и научит нас четырем основным принципам настройки стратегий ставок, которые включают в себя отсрочку принятия решений, постоянство после установки целей, ожидание стабилизации результатов и настройку целевых показателей на основе текущих результатов.
Какое количество конверсий было достигнуто в течение первых двух месяцев рекламной кампании, о которой говорит Aaron Young?
-В первом месяце было достигнуто только 1 конверсия, а во втором - 21 конверсия.
Какие действия следует предпринять, если после установки Target CPA производительность начинает ухудшаться?
-Если производительность ухудшается, необходимо подождать не менее 30 дней, прежде чем изменять Target CPA. Если после этого производительность все еще снижается, верните стратегию к максимизационному значению конверсий или стоимости конверсии.
Чему научит видеоурок 'Get Google ready for 2024' от Aaron Young?
-В видеоуроке 'Get Google ready for 2024' Aaron Young научит вас правильно устанавливать стратегии ставок в Google Ads, чтобы улучшить производительность ваших рекламных кампаний и достичь успеха в 2024 году.
Какие дополнительные ресурсы предлагает Aaron Young для глубокого изучения стратегий ставок?
-Aaron Young предлагает доступ к расширенному сеансу обучения стратегий ставок, который он дал в рамках своей платной сообщества '10x Google ads', а также специальную скидку для присоединения к нему в 2024 году.
Outlines
🚫 Управление стратегиями ставок в Google Ads
Аарон Янг из Define Digital Academy подчёркивает важность правильного выбора времени и цели для установки стратегий ставок в Google Ads. Раннее установление целевых ROAS или CPA может испортить производительность рекламной компании, даже если Google рекомендует это сделать. Он рекомендует не устанавливать Target ROAS или Target CPA в течение первых 90 дней кампании и, в некоторых случаях, ждать до 6 месяцев. Также важно не менять установленные цели в течение 30 дней после их установки, чтобы избежать резкого падения показателей конверсии.
📉 Ожидание стабильности результатов для стратегий ставок
Автор обсуждает технические аспекты настройки стратегий ставок, включая важность ожидания стабильности результатов перед введением Target ROAS или Target CPA. Он предпочитает видеть стабильные метрики конверсии на протяжении 3-4 недель, чтобы убедиться в готовности аккаунта к установке стратегий ставок. Примеры из опыта показывают, как неправильное управление ставками может привести к потере возможности увеличить количество конверсий и, наоборот, как правильное управление может стимулировать рост конверсий и снижение стоимости конверсии.
🔑 Ключевые принципы для настройки стратегий ставок
В заключительном параграфе Аарон Янг подводит итоги сериала видео о подготовке к 2024 году с Google Ads, подчёркивая четыре ключевых принципа: 1) откладывать принятие решений о ставках, 2) выбирать и придерживаться стратегии ставок, 3) ожидать стабильности результатов, и 4) устанавливать Target ROAS или CPA на основе текущих результатов, а не желаемых. Он также предлагает доступ к дополнительному обучающему материалу и предоставляет ссылку для получения скидки на платную подписку в сообществе 10x Google Ads.
Mindmap
Keywords
💡Стратегии ставок
💡Целевой РОА (ROAS)
💡Целевая стоимость аккаунта (CPA)
💡Задержка принятия решения
💡П挑и и стике
💡СтABIЛИЗАЦИЯ РЕЗУЛЬТАТОВ
💡Определение целевых показателей
💡Максимизация конверсий
💡Оптимизация ставок
💡10x Google Ads
Highlights
Setting bidding strategies at the right time with the right target is critical for Google ads success.
Avoid setting target ROAS or CPA too early to prevent account performance issues.
Delay the decision on setting target ROAS or CPA for at least the first 3 months of a campaign.
Once set, maintain the target ROAS or CPA for at least 30 days without change, even if performance drops initially.
Wait for a 3-4 week period of stable conversion metrics before setting a bidding strategy.
Avoid setting target ROAS or CPA based on desired outcomes, but rather on current account performance.
Gradually adjust the target ROAS or CPA by no more than 20% at a time to avoid drastic changes in performance.
Aaron Young, a 15,000-hour Google ads master, shares his expertise on bidding strategies.
Bidding strategies are the final frontier and last skill to master for true success with Google ads.
The importance of not changing bidding strategy for 30 days after setting to allow for performance stabilization.
The potential for dramatic performance drops in the first two weeks after setting a target ROAS or CPA.
A case study of a performance Max account demonstrating the impact of correctly set bidding strategies.
Starting with a high target CPA and gradually reducing it can lead to increased conversions and improved performance.
The example of reducing target CPA from $81 to $28 and further to $16, showcasing the power of strategic bidding.
The importance of patience and strategic planning in bidding strategy to maximize Google ads performance.
Aaron Young offers an extended bidding strategy session for those interested in deeper insights.
A special discount and free access to a private paid community for advanced Google ads training.
Transcripts
setting your bidding strategies at the
right time with the right target is
critical for success with Google ads
because if you set your target roas or
your target CPA too early you can
completely ruin the performance of your
account even if Google is giving you a
recommendation to add that in for the
first 30 days I would not be doing it
the other thing that you need to be
careful of is if you set your target
rowers too high or your target CPA too
low you can stop all spend which drives
down the total number of conversions and
revenue that your business is seeing or
on the other hand if you set your target
rowers too low and or your target CPA
too high you can be leaving money on the
table and not getting the best
conversion metrics that you can get and
you're effectively giving Google more
money and trust me Google does not need
any more of your precious advertising
budget so in this very last lesson of
get Google ready for 2024 I want to take
you through the dark arts of getting
your bidding strategy right in Google
ads as you know my name is Aaron Young
I'm from Define Digital Academy and I'm
your 15,000 hour Google ads master and
and in my experience of running Google
ads since 2010 I can let you know that
getting these bidding strategies right
is probably the final frontier and the
last skill that you have to master for
True success with Google ads so what I
want to do is before we jump into a
screen share where I take you through
some examples of what can happen when
you get your bidding strategy set right
with Google ads I want to take you
through four core principles and if you
can understand these four core
principles that I've put together
throughout my experience in managing
Google ads you'll be well placed to get
your bidding targets set at the right
time and at the right target more often
than not so the first thing you need to
understand with your bidding strategies
is that you need to delay the decision
now unfortunately Google will be giving
you constant recommendations to set a
Target Ro us or a Target C CPA and
sometimes this is on a campaign that is
only 30 days old as a rule I do not set
a Target roow us or a Target CPA for at
least the first 3 months or 90 days of a
campaign and a lot of the times I'm
waiting 6 to n months so don't feel like
you have to do it delay the decision for
as long as possible and the reason for
why you want to delay that decision is
because once you set that Target r or
that Target CPA you are putting a stake
or a marker in the ground saying to
Google these are the top results that
I'm happy with can you get more results
like this so the first thing is to delay
the decision the second thing is is that
when you make the important decision of
setting up a Target rows or Target CPA
you need to pick and stick and what I
mean by that is that once you have set a
Target r or a Target CPA don't go and
change that for at least 30 days even if
after the first two weeks your results
completely tank because it is not
unusual at all that when when you add in
a Target Rus or a Target CPA that for
the next two weeks you can see your
performance drop dramatically but I've
seen it time and time again where for
the two weeks after setting that Target
rice or Target CPA conversion measages
just fall off a cliff and then they come
back even stronger than what they were
before so it is really really important
that once you set that Target roll or
Target CPA don't change it keep it there
for 30 days if performance is still
dropped then you need to go back and
reset it back to a maximized conversion
or a maximized coners value so now that
you got those first two factors in play
of delaying the decision waiting at
least 3 months once you've made that
decision stick with it don't change it
I've seen some horror cases of people
changing their bidding strategy every
day for 30 days absolute worst thing you
can do and now now we get into some more
technical details the third core
understanding that you have to have for
setting your target beating strategies
in the right way is that I wait for what
I call a stabilization of results and
what I want to see is I want to see a 3
to 4 week period where my conversion
metrics are staying the same within a
variance of more than 20% either way so
what I mean by that is that if you're
going to be using a Target roas and one
week you see a row us of 800% the next
week you see a R Us of 300% then it
skyrockers up to 900% and then it goes
down to about 400% your account is
nowhere near ready for a bidding
strategy you want to be introducing a
Target RS or a Target CPA when you're
seeing very very stable results so if
you're seeing that one week you have a
row of 520 the next week you have a row
of maybe 495 then you have a row of 505
and then you have another row us of 515
that's quite a stable level of results
and that would be in account which if it
was more than after 90 days if I was
seeing that I would then go through and
add in a Target R the reason for why you
don't want to be adding it before you
see that stabilization of results is
because we just don't know where it's
going to end up because there have been
times and I'm going to show you in my
account where from month 3 to month four
I've gone from 40 conversions up to 110
conversions if I had to set that Target
rice when I was getting 40 conversions I
would have lost all the ability to get
those 110 conversions but because we
waited longer we then set the target CPA
in that case when we were getting a high
level of conversions so once again what
you want to do delay the decision once
you set it pick and stick and then wait
for that stab I ization of results and
then the last thing and this is a little
bit more of a warning and just a general
rule set your target r or your target
CPA based off the current results in
your account not what you want to
achieve what I mean by that is that if
you want to achieve a rise of
800% but your current performance is
350% you can't just set a budget of 800%
you have to slowly build up to that 800%
or if you want to be seeing a cost per
conversion
of $20 and you're currently at $70 you
can't just set a Target CPA of $20 you
need to basically slowly work that
Target CPA goal down think of it like
this in that you're either climbing a
ladder you're climbing a ladder up to
increase the rise or you're climbing a
ladder down to decrease the cost per
conversion and each step of that ladder
you don't want to be increasing the
target row or decreasing the target CPA
by more than 20% so that's the way that
you climb up and or climb down to get
those better results so with those four
principles now understood I want let's
jump into a screen share so I can show
you an example of what can happen when
you set your bidding strategies
correctly the example I'm using is on a
performance Max account and you can see
that we started this one in February and
I'm giving you all the results up until
the end of October so what I want to
show you here is you can firstly see the
cost and I'm putting this in a in a
monthly view so it's easy to see so you
can see that's our monthly cost so you
can see month one we had a cost of two
you know let's say 2,400 then another
2,000 and then 2,800 then 3,000 We
Didn't Start scaling this up until
August I want to show you what happened
here interesting with the conversions so
the conversions the first month we only
had one conversion second month we got
21 then 40 and then it skyrocketed from
40 conversions up to 106 but what I want
to show you in here now we were getting
recommendations from Google to add in a
Target CPA at about April but we held
that decision off until June and what I
want to show you in here let's go down
to weekly so I can just give you some
extra data on this so we we added in a
Target CPA right at the end of May so I
said June but it was right at the end of
May what I want to show you in through
here is that you can see with the
conversions we already had a really good
Bank of conversions and look at this
last 3 weeks this is what I wanted
wanted to show you where we went 1 2 3 4
we had a real stabilization of those
results you can see here that's what I
was talking about and then when we add
in the cost per conversion so you see
here at the start how was going up and
down and then we had that stabilization
of results we added in the Target CPA
and then you can actually see what
happened is that then we got that extra
bump up of conversions and then what
we've been able to do is we've been able
to slowly continue to lower down this
target CPA to where it is now at $28 we
started our Target CPA $81 and then
we've been able to bring it down and as
you can see if we move over to the month
last month our cost per conversion we've
even now got it down to $16 so we're
probably at that level where we can even
reduce our Target CPA even lower but the
main thing that I want to to see there
is that firstly we really held off on
adding that in we started the campaign
in February we didn't add in a Target
CPA until the last week of May so
February March April May so it was
nearly four months it was a week of four
months before we added it and then the
other thing that we did is similar to
the process that we said we waited until
we saw that stabilization results in
here it was still too volatile and once
we've added and because we did all of
that in the right way and also didn't
and you can even see here as well we
added a Target CPA that was higher than
what our count was seeing and then we
were able to really drive down that
Target CPA and get those extra
conversions and as you can see from here
when we go to monthly you can see that
every single month we've been getting
more and more conversions and that's
what going to happen when you use
bidding strategies in the right way is
it can be the Catalyst to really
increase the performance of your Google
ads campaign but remember you need to do
it in the right way remember those four
key principles delay the decision once
you've added in a Target rowers pick and
stick even if it means that your results
go down for a couple of weeks also two
when you're setting it wait for that
stabilization of results don't add it
when your conversions are going up and
down too much each week wait until you
see a nice steady flow of conversion
metrics for a period of 3 to four weeks
and then finally set your target row us
or your target CPA off the current
results not what you eventually want the
performance to be remembering that from
May through to where we are now at the
end of October we're able to adjust our
Target CPA from initially starting at
$85 all the way down to now where it's
sitting at $25 and we're probably going
to reduce that even lower to somewhere
to about at8 or $17 or $18 based off the
current results now because I know that
bidding strategies is a really really
Technical Training because you stayed
this long I want to give you access to
an extended bidding strategy session
that I gave in my private paid Community
which is called 10x Google ads and if
you want to get free access to that
training and you'll also get a special
discount if you want to join my pay
community in 2024 and I may be biased
but I believe it's the best pay
community and it's the best investment
that you can do for Google ads in 2024
if you want to get free access to that
training all you need to do is to follow
that link in the description below hey
it's been my absolute pleasure taking
you through every single video in my get
Google ready for 2024 series and if you
go through and watch all these videos
You'll Be Well equipped to make sure
that 2024 is your best year that you see
with Google ads and if you've missed any
of these videos and you want to go
through and watch the full playlist just
go through and watch this playlist right
here once again thanks for joining me
see you soon
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