Last year, we launched powerful reporting and campaign management features like
Auction insights to provide more visibility into the auction and ranking for Google Shopping. Going one step further today, we’re excited to introduce a
suite of bidding strategies for Shopping campaigns. These enable you to go beyond manual max CPC bidding to deliver specific bids for each auction, tailored to people’s context.
Maximize Clicks
If you’re looking to capture as much
traffic as possible within your budget, this is the bidding strategy for you. Maximize clicks will automatically adjust your bids and is also a great way to promote doorbusters on your website or in-store with
local inventory ads.
Mario Märzinger, Vice President Marketing at home24 says, “
We are extremely happy with the ability of maximize clicks to deliver more traffic at significant cost savings! Testing this bid strategy on one of our key product lines, we received 7% more clicks at 13% lower CPCs one month into the test.”
Enhanced CPC
If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get
more conversions or sales at a similar cost. We’re seeing advertisers get as many as 7% more conversions at the same cost with eCPC!
1
Radhika Aggarwal, co-founder and Chief Business Officer at Shopclues.com says, “
We manage our bids as much as we can, and by using enhanced CPC, we’re able to optimize our bids based on user context and auction dynamics. Enhanced CPC’s real-time bidding has helped ShopClues improve our ROI and really elevate our performance.”
Target ROAS
If you don’t have time to manage your bids manually and are
revenue-driven, let target return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that’ll drive more revenue will get higher bids.
Currently a beta, target ROAS is available to a handful of retailers. If you’re interested in participating in this beta and being an early adopter, please fill out this
request form.
We’re very excited by these automated bidding solutions for Google Shopping. We'll continue to explore and invest in additional ways to help you be more effective and efficient with campaign management and bidding. For more information, check out the AdWords help center on
bidding strategies and
best practices for AdWords bidding.
Posted by Dimitris Meretakis, Product Manager, Google Shopping
1 Google Shopping internal data, August 2015.
Follow