23 april 2019 0 comments reading time: 4 minutes

Google Ads Smart Bidding gets an update


Google Ads is planning to update Smart Bidding


A few days ago Google announced that Smart Bidding would account for and analyze new signals. In this article, we discuss these signals and what you should take into account when setting up a campaign.

Smart Bidding is based on a whole range of signals which identify both a person and their context at the time of a particular advertising campaign. The system sets and adjusts bids by analyzing these contextual signals.

Now Smart Bidding will account for three additional signals:

  • Mobile apps ratings. Google Ads will adjust bids according to the quantity and content of an app’s reviews;
  • For instance, bids may be raised if an app has a good rating and lots of excellent reviews, thus having a higher probability to convert;
  • Price competitiveness (this will be implemented in Shopping). Google Ads will compare your product price to that of your competitors.

The system will adjust bids for a store that offers its products at a lower price than other advertisers.

Seasonality (this is also designed for Shopping). Google Ads will optimize bids based on the seasonal performance of ads.

For instance, the system will adjust bids for a flower shop advertising campaign in the first week of March.

If you use Smart Bidding and want to get maximum traffic and conversion rate when working with an app, then you should pay more attention to your reviews and rating. When it comes to nutra, you should opt for offers with the most competitive prices and launch a campaign when people are most interested in a particular product.

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