Bespaar tijd met het automatiseren van biedingen en rapportages!

Heb je een tijdje met AdWords gewerkt dan ben je het vast met ons eens dat het beheren en optimaliseren van je campagnes tijdrovend kan zijn. Met automatische bieden kun je het beheer en de optimalisatie efficiënter invullen zonder in te leveren op kwaliteit. Wil je graag met maximale uit je campagnes halen zonder hier fulltime mee bezig te zijn? Dan is automatisch bieden iets voor jou.

Waarom zou je met automatisch bieden beginnen?

De voornaamste reden is om met automatisch bieden te beginnen is tijd besparen. Tijd die je beter kunt gebruiken voor taken die niet te automatiseren zijn zoals de optimalisatie van een landingspagina. Een andere reden is het verhogen van de return on investment. Door je budget efficiënter in te zetten, betaal je uiteindelijk minder geld voor een gerealiseerde transactie, aanmelding of informatieaanvraag.

Automatisch bieden instellen

Hoe je automatisch bieden wilt instellen zou van jouw doelstelling af moeten hangen. Google biedt verschillende automatische biedingsstrategieën aan waar we er vijf kort van bespreken:

  1.    Aantal klikken verhogen: in dit geval wordt de biedprijzen verhoogd op zoekwoorden die goed scoren.
  2.   Meer conversies genereren binnen budget: AdWords kijkt welke zoekwoorden goed converteren en verhoogt de biedprijzen voor deze termen. Ook is het mogelijk om aan te geven hoeveel een conversie maximaal mag kosten.
  3.  Rankings in de zoekresultaten verbeteren: biedingen worden automatisch verhoogd of verlaagd om de kans te vergroten dat je advertentie bovenaan staat.
  4.   Zichtbaarheid ten opzichte van andere domeinen overtreffen: wil je bepaalde concurrenten voor zijn? Maak dan gebruik van deze optie.

analyse

Alle strategieën werken volgens hetzelfde principe. Door hogere biedprijzen in te stellen, stijgt de advertentie in de rankings en wordt deze vaker getoond. Dit zorgt ervoor dat het doel zoals meer kliks, conversies of een betere zichtbaarheid ten opzichte van andere domeinen behaald worden. AdWords zorgt er altijd voor dat je niet over het dagbudget heen gaat. Zo weet je dus altijd zeker wat je uitgeeft.

Voor het instellen van automatisch bieden ga je naar de campagne en klik je op het tabblad zoekwoorden. Hier klik je vervolgens op automatiseren. Denk bij het instellen aan de volgende onderdelen:

  • Toepassen op: kies voor alle zoekwoorden en verwijder zoekwoorden na keus
  • Maximale stijging bieding in %
  • Periode dat het maximale bieden van toepassing moet zijn
  • Reden van bieding: wanneer moet een hoger of lager bod ingesteld worden? Wil je de rankings verbeteren dan kun je bijvoorbeeld instellen dat het bod bij een positie slechter dan 3 ingesteld moet worden.

Automatische rapportage instellen

Het gevaar van automatiseren is dat geen duidelijk beeld hebt van hoe je AdWords-campagnes ervoor staan. Gelukkig kun je een automatische rapportage naar je e-mail laten sturen met data over specifieke zoekwoorden, zodat je toch op de hoogte blijft. Bij het instellen van de automatische rapportage geef je aan welke informatie je precies wilt ontvangen en hoe vaak. Wij vonden deze optie zo handig dat we er een artikel over schreven.

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