Practical Advice on How to Actually Make Smart Bidding Work for You | PPC TH 105

🔑 Key Takeaways:
1️⃣ Google's Machine Learning Needs Data:

At least 30 conversions per campaign per 30 days for effective smart bidding.
If you're not hitting this number, soft conversions (engaged visitors, add-to-cart actions, etc.) can help train the algorithm.
2️⃣ Keywords Are Less Predictable Than Before:

Google is moving towards broad match + audience signals instead of relying purely on exact keywords.
Signals like user intent, browsing history, and in-market audiences matter more than ever.
3️⃣ Low Search Volume Keywords Are Harder to Target:

Google often flags them as "too low volume" and won’t serve ads.
Advertisers must adapt by using broader terms combined with smart audience targeting.
4️⃣ Account Structure Matters More Than Ever:

Fewer well-structured campaigns outperform many fragmented ones.
If possible, consolidate data into a few high-performing campaigns instead of splitting everything into separate campaigns.
5️⃣ For Small Advertisers – Prioritize Soft Conversions:

If you're struggling with low conversion volume, track and optimize for higher-funnel interactions like time on-site, page engagement, or content downloads.
6️⃣ Automation Can Be a Friend – If Used Wisely:

Google’s automation works best when fed with the right data.
Use scripts, rules, and bid adjustments to maintain control over automations.

Follow Shawn: https://www.linkedin.com/in/shawn-walker-35774328/
Check out Symphonic Digital: https://www.symphonicdigital.com/

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0:00 to 4:25 - Introductions
4:40 to 8:00 - How many conversions do you need before Google’s machine learning takes over?
8:01 to 12:02 - Keywords
12:03 to 14:05 - Voice search
14:06 to 16:45 - Low search volume keywords
16:46 to 19:10 - Simplifying your campaigns
19:11 to 25:00 - Small advertisers should set up soft conversions
25:05 to 29:00 - Adjusting conversion goals to the funnel
29:05 to 36:01 - More campaigns or more ad groups
36:02 to 40:50 - Dealing with fewer conversions in B2B
40:51 to 46:35 - Taking control of your automations
46:40 to 52:40 - Leveraging gen. AI tools
52:45 to 55:10 - Closing tips and tactics
55:15 to 48:18 - Connect with Shawn

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