Understanding Bid Strategy Changes in Google Ads
When you make changes to a bid strategy in Google Ads (formerly AdWords), it's important to understand how long it will take for these changes to take effect and impact your campaigns. This article will delve into the specifics of how bid strategy changes are implemented, the factors that affect the time this process takes, and the strategies to manage expectations during this period.
Impact and Implementation Time
Typically, when you change a bid strategy in Google Ads, it takes a few hours for the changes to start applying to your campaigns. However, it's essential to note that the full impact of these changes might not be evident until several days later, as the system gathers data and optimizes performance based on the new strategy.
The time it takes for changes to take effect can vary based on several factors:
Type of Bid Strategy: Different bid strategies (e.g., Target CPA, Maximize Conversions) may respond differently. Some strategies may adapt more quickly than others. Campaign Activity: More active campaigns may show changes sooner than campaigns with lower traffic. Low-traffic campaigns may take longer to adjust. Learning Period: Google Ads often enters a learning period where the system collects data and analyzes performance before fully optimizing the campaign based on the new strategy.Adjustments and Optimizations
The change in how you will pay for each click is usually reflected almost immediately. However, if you are using automated smart bidding, it can take days or even weeks for the system to learn your data and optimize towards your goals. It may also never fully adjust if your data is insufficient or changes are too frequent.
For automated smart bidding, it’s common to experience a 7-14 day lag. This lag is often due to the time it takes for Google to re-calibrate its conversion optimization. The system needs to reaccumulate data points to optimize the campaign correctly.
Preparing for the Downturn
It’s advisable to prepare clients for a temporary downturn after making changes to their bid strategy. This is because the system needs time to re-optimize and adjust to the new targets, leading to a potential decrease in performance in the short term.
If a client is heading into a high activity period, it’s wise to plan bid strategy changes ahead of time, allowing the optimizer to adjust and re-optimize the campaign. This can help manage expectations and ensure that the client is prepared for any short-term dips in performance.
Long-Term Strategies
In the long run, using strategies like Maximize Conversions and Target CPA or ROAS can lead to better results. However, it’s important to be prepared for a temporary performance downturn when you enact these changes.
When starting a new campaign and choosing one of these strategies from the outset, it’s crucial to manage client expectations and be prepared for the initial phase of optimization. This can help in maintaining a positive relationship with your clients and ensuring that they understand the process and its potential impact.
By understanding the nuances of bid strategy changes and their implementation time, you can better manage and optimize your Google Ads campaigns, leading to improved performance over time.