SA360 Bid Strategies You Need To Know About

SA360 bid strategies
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The implementation of SA360 bid strategies is crucial when utilizing the new SA360 platform. Spending the right amount for your ad is a good strategy as it prevents you from spending excessively during paid campaigns. In the Performance Center, you can adjust your marketing plan by using such features as bid optimization, automated bidding strategies, and inventory management.

You can make any number of campaigns with Sa360, for all your products or services. You can leverage the right people and boost conversion by using keywords, audiences, or specific time frames correctly. The platform helps you to set bids for maximum spending and high ROI.

The usage of the SA360 strategies will enable you to manage your search ad campaigns from one dashboard. Whether an SME or an institution, SA360 makes it simple to get started and also to optimize for good campaign performance. 

Overview of Different Bid Strategies in SA360

Use a number of tactics by the Google Marketing Platform SA360 for the search ad campaigns. These bidding strategies will allow you to achieve your target conversions, or drive more traffic. Understanding the bid types and how they differ from one another is a must in creating a winning search ad campaign.

The most commonly used bid strategies are:

  • Cost-per-click (CPC) Bidding
  • eCPC  (enhanced CPC)
  • Set a Target CPA Bid
  • Setting Target Return on Ad Spend (ROAS) Bidding
  • Value-Based Bidding
  • Impression Share

However, these approaches are based on designing an auction system that decides which ads will be shown when a particular keyword is searched.

Understanding the bid types and how they differ from one another is a must in creating a winning search ad campaign.

CPC Bidding

CPC (Cost-Per-Click) bidding is the old bidding method where advertisers set a price for each click of their ad to a search term. This kind of bidding lets advertisers control their spending and manually optimize.

eCPC (Enhanced CPC)

Bid strategies in SA360

SA360 introduces a version of CPC called eCPC. This automatically adjusts bids based on the likelihood of a conversion. This allows for optimized bidding during each auction to increase conversions. Google Ads also offers ECPC bidding that utilizes machine learning algorithms to adjust bids. This ensures auctions are given preference to clicks that are more likely to result in conversions.

CPA Bidding

The Target CPA bidding is aimed at optimizing clicks and conversions with a set value. This way of bidding using SA360 changes bids to the CPA target level automatically.

ROAS Bidding

Advertisers can now set the ROAS that they want with Ad Target ROAS. SA360 automates the process by adjusting the bids to the defined rate of return.

Value-Based Bidding

Value-based pricing considers the user’s involvement with the ad and changes the bids depending on that data in real-time. This bidding strategy will work in the long term because the customer value is its focus, not the immediate conversion.

Familiarity with the different bidding strategies in SA360 is an essential part of setting up a successful search ad campaign. The selection of bid strategies needs to be based on the campaign objectives to help advertisers have the highest return on investment.

Impression Share 

This applies to Google Ads, Microsoft Advertising, and Yahoo! Japan campaigns only. This goal adjusts bids to target a specified impression share in your campaigns.

Return on investment (ROI) bid strategies: If you use Floodlight activities or Google Analytics to track activity on your site, you can create Smart Bidding strategies that find the optimal bids for maximizing the number of conversions or the revenue generated on your site at a targeted cost per action (CPA), effective revenue share (ERS), or return on advertising spend (ROAS).

Understanding Google Ads and Microsoft Ads Campaigns

Knowing the difference between Google As and Microsoft Ads campaigns is key when building effective search campaigns. Both platforms are of great importance for companies that use paid to reach where they want to be.

google ads for saas businesses

Google Ads, earlier known as Google AdWords, is a tool that helps you to design, manage, and optimize your search campaigns. It gives functionalities such as monitoring performance, bid adjustments, ad group structure, automated bidding, and so on. That also can help to increase conversions and improve visibility.

What is more, Smart Bidding from Google Ads is there to help you reach the highest possible ROAS. This allows for bid optimization and evaluation of the performance.

Microsoft Ads

Microsoft Ads is also a popular ad platform that is focused on both search and display ads. It consists of things like audience targeting, Shopping campaigns, and conversion tracking.

Moreover, the interface for Microsoft Ads is user-friendly and simplified. Utilizing automated bidding and flexible budget limits, Microsoft Ads can catapult your performance to a higher level.

In general, both Google Ads and Microsoft Ads are excellent resources that can help to execute great search campaigns. Every platform has its own pluses and minuses that must be factored into the process of selecting a strategy. You can achieve the maximum efficiency level from all campaigns if these platforms are used rightly.

Using PPC Tools and Features

Using Google Marketing Platform like Google Analytics and Conversion Tracking is the basis for paid search optimization. These PPC instruments will give you performance metrics data, conversion tracking and help you to set strategies to achieve your goals.

  • Google Marketing Platform: Google Marketing Platform is a tool which allows for controlling all advertising campaigns from one place via all Google devices. It avails the users with access to robust tools and functionalities such as audience targeting and automatic bidding.
  • Google Analytics: Google Analytics provides profound information about performance trends and user behavior. The tool enables the users to evaluate and monitor conversions, determine the engagement with the content and obtain the information on how campaigns are performing.
  • Conversion Tracking: Google Ads uses conversion tracking in order to assess the effectiveness of paid search campaigns. This metric will let you know the number of conversions a search ad delivered, ROI and CPA.

Using them together will allow you to get the most out of paid marketing activities and also to reach the goals set. With Google Marketing Platform and Google solutions like Google Analytics and Conversion Tracking, you can measure and track performance, optimize campaigns, and get useful data about how users behave.

Understanding Different Bidding Concepts

One thing that you need to understand about paid search campaigns is how you can correctly bid and optimize. Utilizing the right strategies at the right time could be the difference between profit and loss in any campaign.

Here are some of the most common bidding terms you’ll encounter with your Google Search campaigns:

  • Bid Adjustments: This is a process of adjusting bids for keywords, ads, and ad groups to align the budgeted amounts for each. The goal is to maximize conversions and performance, even with the limited budget.
  • Inventory Management: A process of assessing the existing inventory levels, pricing strategies, and customer demand to maximize profit. Through knowledge of these two concepts, you will be able to create campaigns that are more successful and profitable.
  • Auction Time Bidding: The bidding process assists you in refining bids at auction time, especially for Google Ads. This is done by monitoring the competition at every auction and adjusting the bids in real time as needed.
  • Campaign Optimization: In order to get the target ROAS, you will need to optimize your campaigns around keywords, search terms, devices, geos and much more. 
  • Campaign Tracking: Tracking performance within SA360, involves analysis of the data to reveal trends and figure out the areas that require further improvements.
  • Smart Bidding: Smart bidding is an automated bidding strategy which is essentially reliance on AI to hit a desired outcome for a specific conversion action.

Learning more about these concepts can be invaluable before running new search ads.

Using Automated Bidding and Machine Learning

Automated bidding and machine learning are used to automate bid changes according to predefined goals. The bidding strategies are automated and are based on past performance data, considering factors such as device type and user location to make the bid adjustments. Moreover, it is possible to create specific goals, e.g., target ROAS, to bid accordingly.

Understanding bid adjustments, inventory management, automated bidding, auction time bidding, campaign optimization, and performance tracking you will be able to better set up more successful campaigns and maximize your return on investment.

Creating Great Ad Copies

The effective development of the ad copy, which appeals to the target market and results in conversions, is a key element of the search ad strategy. Writing great ad copy requires a thorough knowledge of your target audience and coming up with messages that make them click.

Here’s what you need to do to create perfect Google Ad copies:

  • Begin with a clear call-to-action that appeals to the user. In other words, it means concentrating on words such as “join”, “discover”, or “start”, depending on the kind of product and the angle.
  • Go for the persuasive language that will capture the users’ attention when creating a compelling call to action.
  • Use a direct language when talking about your product or service. For instance, if you are offering a new streaming service, you could use words such as “subscribe” or “stream” so that your ad will clearly state what people can expect from clicking your ad.
  • Find out what key phrases and subjects that are the most relevant to your product, and put them in your ad copy.That way, your brand will be ranked in relevant searches to ensure that people know of its product. Furthermore, think about the fact that people have different language interests and, therefore, tailor your ad copy for various search engines.
  • Create a sense of urgency in the copy of your ad. Guarantee that you include your promotions or discounts in your ad copy, and use a call to action button in the copy to create a sense of urgency so that customers don’t postpone the purchase.

Applying these best practices can help to create compelling ad copy that is not only effective but also converts. By putting the user at the center and creating messages that connect with them, you can write unique ad copy for your search engine campaigns.

Running Multiple Search Engine Campaigns Simultaneously

As regards the management of your search engine campaigns, one of the most important things is to have access to numerous search engine networks. Using multiple search engines allows you to get varied bid strategies, target different customers and optimize the performance on different platforms.

Some of the most well-known search engines are Google Ads, Bing Ads

  • Google Ads is the largest and most used search engine network that unlocks great data insights and optimization options.
  • Microsoft Ads (Bing ads) is an efficient mechanism of reaching a more precise audience that may not be available in Google Ads.

Here are a few advantages of using a multi-platform approach:

  • Focus on Strengths: By running multiple search engine campaigns, one can have the ability to tailor each platform to its own unique features.
  • Utilize Unique Features: You may apply other features including Adaptive Google Shopping ads, audience targeting, and ad-templates. This will be used to optimize each campaign and provide an opportunity to manage your activities as well as track your progress.
  • Implement Different Strategies: One advantage of having more campaigns is the ability to use different bidding strategies and price models. Another option is to use value-based bidding in one campaign and cost per click in the other campaign. This, in turn, lets you have more control over your budget and is goal-oriented.
  • Improve Brand Awareness: Moreover, you can also manage brand distinctiveness by running multiple campaigns on search engines at the same time. By running multiple campaigns on different platforms, you will be able to reach more users. But you can capture and improve performance by measuring the outcomes from each campaign.

In general, managing several search engine campaigns will give you an opportunity to plan a good strategy, which will increase your return on investment (ROI). By using the right tools and strategies, you can target the right audience at the cheapest costs.

Using Measurement and Attribution Insights to Make Informed Decisions and Create a Successful Strategy

Measurement and attribution will help to develop the most efficient search ad campaigns. When you monitor your campaigns’ progress, you will get information about how your users engage with your ads and where you can make improvements.

Improve Conversions

Measurement and attribution insights give you the power to determine what works and what does not in order to maximize sales. These insights can be used to adjust budgets, ad placement, targeting, and optimization of ads. Knowing the user’s journey is a way to reach the right people at the right time with the right message.

Measurement and attribution insights give you the power to determine what works and what does not in order to maximize sales.

The data from measurement and attribution tools will be used to detect the trends and patterns in consumer behavior. This will assist you to better know different segments of traffic and which one is more prone to conversion.

Eliminate Inefficiencies

Through close campaign monitoring, you can quickly see what is not working and take appropriate corrective measures. You can also identify the effect of each effort and change when necessary to increase the chance of success.

Optimize Budget

The next benefit of measurement and attribution is that it makes sure your resources are invested in the right places. Whether it’s search, video, display or social that you need to invest more into, SA360 can point your budget in the right direction. The robust data capabilities allow you to see where you need to inject more resources and eliminate inefficient campaigns.

All this data can be useful in creating a good strategy for your search ad campaigns. You can leverage measurement and attribution to optimize campaigns for a higher return on investment.

Relying on Machine Learning and Automated Bidding Strategies

The use of machine learning and automated bidding strategies is on the rise for search ad campaigns. They help to maximize ROAS and save time by automating bidding to eliminate the need for manual bidding. The automated bidding strategies use algorithms to adjust the bids based on a diversity of factors such as the CPC, CPA, and CLV.

A bid strategy target is set to minimize the cost of achieving the set CPA or ROAS. You must know the right campaign settings and what your goals are, for this. After this is done, machine learning or automated bidding strategies can be used to bid as per set objectives. Machines can learn over time and machine learning sets bids automatically. Automated bidding strategies offer advertisers the necessary control and understanding of the performance for all campaign variables.

To make the most of your search ad campaigns you need to monitor the performance of each auction on a regular basis. Ensure that the bids are adjusted depending on the goals and criteria defined in the bid strategy. List areas where additional adjustments are needed to achieve maximum ROAS. In addition, monitor search trends and competitor behavior to identify new opportunities.


SA360 is an effective tool to manage and optimize paid search campaigns. It provides many innovative features which enable advertisers to evaluate, analyze, and fine-tune their campaigns rapidly and efficiently. Knowing the different bid strategies, campaign structures, and other features will allow you to plan a strategy and also modify campaigns while in progress to reach your ROI target and grow revenue faster.

Through the use of the automated bidding strategies, as well as, the Smart Bidding tools which are based on value, bids can be adjusted very fast, easily and more efficiently. You can use up-to-date inventory management methods which will help you allocate funds on advertisement appropriately.

On the other hand, Google Analytics and Conversion Tracking let you measure campaign performance and make the right decisions about future strategies. Machine learning will allow you to save time and make search targeting more precise. 

If you have any questions please don’t hesitate to reach out to us.


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