What Is Portfolio Bidding?
Using portfolio bidding, you can combine campaigns into a single bidding strategy. By doing this, you can feed Google’s AI more data, which will improve performance in the end. Setting maximum bid restrictions for Target CPA and Target ROAS campaigns, as well as managing numerous campaigns simultaneously, will save you time. This might be a way to lessen the risks if you’re having success with those tactics but are having trouble with high CPCs.
What Makes Portfolio Bid Strategies So Successful?
Considering the operation of portfolio bid methods, you will probably experience some immediate advantages. You can accomplish basic automated tasks because they are an account-level function, which means they include various campaigns and keywords.
Data can be shared between campaigns. Companies like Google have benefited from resource pooling. You too can profit from those same advantages. Your campaigns can all work toward the same objective. This is a definite advantage over other advertising tactics. A group of campaigns that are optimized can help you succeed, much like a well-oiled squad.
Google Ads Bidding Techniques
Google Ads provides a range of bid techniques that may be customized to meet the specific aims and objectives of any marketing campaign. The standard and portfolio bids are the two primary categories of bidding strategies.
- Standard Bids: Cost-per-click (CPC) and manual bidding are examples of tactics that place a set bid on each click.
- Portfolio Bids: Portfolio bids are more sophisticated tactics that combine automation and machine learning, enabling users to maximize their budgets and bids to meet their performance targets.
When to use it?
When you want to maximize bids across several campaigns, take advantage of goal-driven bid strategies, and effectively streamline bid administration, you should employ portfolio bidding techniques in Google Ads. These tactics are especially helpful in the following situations:
- Numerous Campaigns: Employing a portfolio bidding strategy enables you to efficiently centralize bid administration and optimize bids across all campaigns while managing multiple campaigns with different performance goals.
- Efficiency and Automation: Portfolio bidding strategies offer a single location to easily modify bidding settings for all of the campaigns that are part of the strategy, as well as automating bid administration. Time is saved, and consistent bid optimization across campaigns is ensured by this automation.
- Shared Expenses: One best practice that aids in effectively managing costs across several campaigns is the implementation of shared budgets with portfolio bidding. Budget allocation can be optimized by portfolio bidding processes based on campaign objectives and performance data.
Does a Portfolio Bid Strategy's bid apply to every campaign?
In a portfolio bid approach, the bid for each campaign is different. Considering variables like the campaign’s budget, goal CPA or ROAS, and the success of other campaigns in the portfolio, the bidding strategy will optimize bids for each campaign separately. Within a campaign, the bidding strategy may in certain instances even set distinct bids for various keywords. This is so that bids can be optimized by the bidding strategy, which takes each keyword’s performance into account.
