Because you could be leaving a lot of money on the table in this wave of Machine Learning and automated smart click-to-click bidding, and the sea is never full of fish for those who depend on results.
Beware of this automated bidding wave, it may be there to make Google earn more and not you.
Google has redefined its entire bidding strategy, relying on machine learning intelligence to ensure the best results for advertisers. What does this really mean for you, mortal advertiser?
First, it's important to say that it's kind of a path of no return, all Google products are impregnated with Machine Learning, remember this little image below, how cool, right? Well, it is... absolutely true.
That's it, the chef is putting machine learning into everything, it's supposed to be really good, but wait, not so much.
Facts about the new technology implemented by Google:
I've attended all of Google's biggest technical events over the past 4 years: Google Academy, Google Partner Summit, Google Live Marketing, Google Experts, and what I'm going to say below isn't easy to hear. Be careful, you could be losing a lot of money even at Google.
This will essentially depend on which Google Ads advertiser profile you are because it could be a joyful day for you:
➡ For the small advertiser who doesn't understand anything about the subject and doesn't have a specialist to manage their account, does it improve results?
You know that guy who thinks it's expensive to pay the Google guy and feels it's worth it even if he doesn't see his kids and gets cheated on by his wife doing GOOGLE ADS in the middle of the night, because this is SO COOL.
You know? This guy? So his problems are over. Compared to the previous automated bidding model, we've made a surprising advance.
This means that the mechanism is very intelligent when it comes to identifying the right people to be impacted by the right offers, those most willing to be converted, but wait, you still don't understand, in a moment I'll remind you of that anecdote about intelligence being used for evil.
➡ Automatically, it is offering the possibility of instant conversion by sharing the behavior of all users globally without the need to create a history of your own account.
Yes, he knows that you can buy such a product more easily and he gives it away to a competitor of the same product, right? "Privacy is overrated," right?
But of course Google is doing this to keep them all happy by paying very expensive costs per click to deliver more and more results to the shareholders, I mean advertisers.
➡ Google Ads Machine Learning is extremely intelligent
This is a fact, it really is analyzing the behavior of the target audience and through the Data-driven monitoring model it seems to be modifying bids more assertively, and of course as a Google Partner Premier agency I am obliged to tell all of you the importance of implementing this but, hey friend, I have a commitment to the results of my clients and here is the not so encouraging news about all this, the little robot is not working just for you.?
➡ What the advertiser didn't understand is that he works to benefit Google's revenue, not his own results.
That's right, you read it right there, in all the tests I performed using custom bidding tools and even American BI tools, the differences were as follows:
➡ 3x higher average CPC using SmartBidding
To maintain the impacts on the audience he considers most inclined to generate conversions, he greatly increases the CPC offer, reaching ridiculous offer parameters. When the offer was limited, he drastically reduced the positioning, delaying the delivery of the result by weeks. Do you have time to go without selling?
➡ 4x higher average CPA on SmartBidding
The cost of acquiring leads has increased significantly with SmartBidding, incomparable when compared to manual campaigns with the help of a Bidding BI tool and our positioning manager (That's what I call a javascript that I programmed drunk in the early hours of the morning, don't spread the word).
➡ 20% higher conversion rate on SmartBidding
A 25% Conversion Rate with a 3x higher CPA (Cost per Acquisition) does not pay the bills for most advertisers. When the tool manages to reduce the CPA, it still does so at a higher cost than the model managed manually with the help of a smartbidding tool.
Little Friend's Conclusion
We know that no one could have a better tool than Google to optimize campaigns on Google, it's GOOGLE!
He knows everything, he knows I wrote this article and he won't even let it be indexed (help by sharing :P)
This makes it clear that we are witnessing a clear strategic positioning here by those who want to make more money from you.
Invest in a specialist and BI tools that help the advertiser steal Google, I do this for my clients with great love, can they arrest me?
