How Machine Learning is Revolutionising Google Ads for SMEs

Running a successful Google Ads campaign is no small feat, especially for SMEs with limited time and resources. However, machine learning (ML) is transforming how businesses manage and optimise their campaigns, offering solutions that are both powerful and accessible. With tools like Smart Bidding and Performance Max you can harness vast amounts of data, automatically adjusting bids and targeting in real-time to maximise return on ad spend (ROAS). 

In this blog, I’ll dive into how these features work, why they’re essential, and how SMEs can leverage them to their advantage.

Smart Bidding

Smart Bidding is a suite of automated bidding strategies within Google Ads that utilises machine learning to optimise for conversions or conversion value in every auction, a feature known as “auction-time bidding.” Unlike manual bidding, where you need to guess and constantly adjust, based on performance, Smart Bidding dynamically adjusts bids based on a variety of real-time signals.

Key Features of Smart Bidding

Smart Bidding evaluates numerous signals in each auction, including:

• Device: Ensures ads are optimally displayed across devices.
• Location: Adjusts bids based on geographical performance.
• Time of Day: Identifies the most effective times for conversions.
• User Intent: Leverages user behaviour and historical data to predict conversion likelihood.

This allows businesses to target the right customer at the right time, improving both efficiency and outcomes.

Types of Smart Bidding Strategies

To make the most of Smart Bidding, it’s crucial to understand the different strategies available and how they align with your specific campaign goals. Your strategy should be tailored to optimise for a particular outcome, whether it’s driving conversions, maximising the value of those conversions, or maintaining control over costs. Some key Smart Bidding strategies are outlined below:

• Target ROAS: Automatically adjusts bids to achieve a specific ROAS.
• Maximise Conversions: Focuses on getting the most conversions within a budget.
• Maximise Conversion Value: Prioritises the total conversion value rather than just the number of conversions.
• Enhanced CPC (Cost-Per-Click): Adjusts manual bids to improve conversions while keeping costs in check.

Performance Max

Performance Max campaigns represent the next evolution in Google Ads automation. This type of campaign allows businesses to run ads across all Google properties—Search, Display, YouTube, Gmail, and Discover—using a single, goal-oriented strategy.

Performance Max leverages machine learning to optimise performance by combining various assets such as text, images, and videos. These assets are then dynamically tested to find the best performing combinations, ensuring the right message reaches the right audience at the right time.

Why Performance Max is a Game-Changer

1. Comprehensive Reach: Access to all of Google’s advertising channels from one campaign.
2. Data-Driven Decisions: Utilises cross-channel data to refine targeting and placement.
3. Customised Ad Delivery: Delivers personalised ads based on user interaction history and predicted behaviour.
4. Enhanced Attribution: Provides clearer insights into which touchpoints are driving conversions.

The Role of Machine Learning in Maximising ROAS

Machine learning’s predictive analytics capabilities are a cornerstone of these automated features. By analysing historical performance data and current user behaviour, machine learning models can forecast the likelihood of various outcomes, such as conversions or clicks, and adjust accordingly.

Real-Time Optimisation

Unlike static campaigns that require manual oversight and adjustments, machine learning enables real-time bid adjustments. This means your ads are always performing at their best, with bids being optimised based on the latest available data.

Enhanced Targeting

Machine learning refines audience targeting by analysing patterns and predicting user intent. This allows businesses to allocate their budget more effectively, ensuring it’s spent on users most likely to convert, thereby improving ROAS.

Practical Tips for SMEs

1. Start Small, Scale Wisely: Begin with one or two Smart Bidding strategies or a Performance Max campaign. Monitor performance before scaling.
2. Understand Your Goals: Clearly define what you want to achieve—whether it’s increasing conversions, improving conversion value, or achieving a specific ROAS.
3. Utilise Data Wisely: Make sure your campaigns are fuelled by accurate and comprehensive data. This enhances the machine learning model’s ability to make informed decisions.
4. Regular Monitoring and Tweaks: While automation reduces manual work, regular monitoring ensures that your campaigns align with evolving business goals.

Key Takeaways

Machine learning is revolutionising the way businesses approach Google Ads, making sophisticated advertising strategies more accessible than ever. By incorporating tools like Smart Bidding and Performance Max, SMEs can achieve remarkable results. 

Let’s just recap on the key takeaways we’ve covered above.

• Machine Learning for Optimisation: Leverage tools like Smart Bidding and Performance Max to enhance efficiency and ROAS.
• Data is King: Ensure data accuracy to enable effective machine learning predictions.
• Automation with Oversight: Balance automated optimisation with regular performance reviews and campaign oversight.

Why Partnering with a PPC Agency is Crucial

While Google Ads’ machine learning features are incredibly powerful, tapping into their full potential requires expertise. Navigating the complexities of campaign setup, data analysis, and optimisation can be challenging, especially for SMEs with limited resources. This is why partnering with an experienced PPC agency like Superb Digital can make all the difference.

We specialise in crafting bespoke Google Ads strategies that not only leverage cutting-edge ML features but also align with your unique business objectives. Our team makes sure that your campaigns are not just automated but monitored and managed daily, making any necessary adjustments and pushing your ROAS to its absolute maximum.

Ready to elevate your Google Ads performance? Book a discovery call with Superb Digital today to find out how we can help maximise your return on ad spend.