Brent Neale’s Post

I recently came across one of my accounts where Google was charging significantly higher CPCs than necessary. This can quickly inflate costs and affect your campaign's profitability. To avoid this, you can use the portfolio bidding strategy, which allows you to set a bid cap. This cap ensures you don’t overbid and helps maintain better control over your ad spend. If you’re noticing unusually high CPCs, this strategy can be a game-changer for optimizing your budget and maximizing returns. #GoogleAds #PPC #DigitalMarketing #ppcexpert #googleadsexpert #sem

By using CSS you can save up to 20% on your Google Shopping CPC bids. Under Google’s CSS, 20% of your bid through Google Ads will go towards paying for the CSS service (Google Merchant Center), and the remainder goes towards your Ads. As an alternative, opting for a third-party CSS could present opportunities for savings. Partnered CSS’s offer the flexibility to negotiate a flat fee or percentage for their service less than that of Google. The actual savings, however, will depend on a number of factors. If you are bidding significantly above the market average, then you may not incur any savings. However, if you bid competitively at a market average, you will see savings. A recent study of CSS partners showed that the average savings that advertisers saw were a decrease in CPCs (by 5.1%) and increase in ROAS (by 8.3%). #ppc #ecommerce

By using CSS you can save up to 20% on your Google Shopping CPC bids. Under Google’s CSS, 20% of your bid through Google Ads will go towards paying for the CSS service (Google Merchant Center), and the remainder goes towards your Ads. As an alternative, opting for a third-party CSS could present opportunities for savings. Partnered CSS’s offer the flexibility to negotiate a flat fee or percentage for their service less than that of Google. The actual savings, however, will depend on a number of factors. If you are bidding significantly above the market average, then you may not incur any savings. However, if you bid competitively at a market average, you will see savings. A recent study of CSS partners showed that the average savings that advertisers saw were a decrease in CPCs (by 5.1%) and increase in ROAS (by 8.3%). #ppc #ecommerce

Search teams! For those of you who are working on accounts that still use the eCPC feature for bid strategies, Google announced that they will begin phasing out the option in October with the goal of transitioning all remaining campaigns to manual CPC by March 2025. If your account is using eCPC you might have received an email. #GoogleAds #PaidMedia #Paidadvertising

So I recently audited an account using maximize conversion value on their brand. They had low brand traffic and slightly varied search terms (e.g., linkedin, linked in, linkedin llc, etc). Here is the interesting part: most CPCs were around €0.15, but some were inexplicably high, around €2.50. The high CPCs seemed to ensure the daily budget was hit, with lower CPCs on some days followed by high CPCs for a day or two, averaging out to the daily budget. There were no competitors in the auction and no logical reason for the CPC difference. It appeared Google Ads was spiking CPCs to make sure it fully spent (and wasted) the budget 😵 If it were my account, I would have liked to do some experiments to confirm this. Have you seen something similar? Let's discuss in the comments. #ppc #googleads

🚨 Enhanced CPC Deprecation Alert 🚨 Well, Google Ads officially announced the deprecation of Enhanced Cost-Per-Click, starting in October 2024. During this time, ECPC will be removed from the bidding options of new campaigns. However, if you're already using ECPC, you'll be able to continue until March 2025, after which all existing Search and Display campaigns still using ECPC will be automatically migrated to Manual CPC bidding. This is part of Google's broader drive toward fully automated bidding strategies such as Target CPA and Maximise Conversions. 🛑 What does this mean for advertisers? 🛑 > Higher CPCs: Automation often means more aggressive bidding in competitive auctions that can drive up CPCs. > Loss of Control: ECPC allowed a balance between manual control and automation. Many advertisers will miss the ability to fine-tune their bids alongside Google's machine learning. > Increased Reliance on Automation: Moving to completely automated bidding will mean advertisers have to rely even more on the algorithms. While these systems can drive really strong results, there is less room for human oversight or real-time adjustments. My Personal Take: As powerful as fully automated bid strategies can be, I have to say that I am apprehensive about losing transparency and control. Sometimes, an automated strategy may favor shorter-term gains or even miss nuances of business goals, and that's where I liked the hybrid approach with ECPC. The announcement was a good reminder that testing out fully automated options should not be further delayed to avoid disruption.   What's your take? How are you getting ready for the change? Let's swap views!👇 #GoogleAds #PPC #DigitalMarketing #ECPC #Automation #SmartBidding #AdvertisingTrends #LeighPPC

👻 🧟♂️ Big Changes for Google Ads Campaigns with eCPC Deprecation The removal of Enhanced CPC (eCPC) for Search and Display campaigns is shaking things up. If your account heavily relies on eCPC, here’s what to watch out for: • Day-to-day impact: Manual bid adjustments are gone, pushing more reliance on automated strategies like Maximize Conversions or Target ROAS. • Long-term strategy: Shift to fully automated bidding strategies to avoid losing control over performance. • Predictions for mCPC: Manual CPC could be next, further reducing hands-on optimization. Is your account ready for this change? Video Credits: Sachin Kumawat

🚨🚨 BIG NEWS: eCPC Deprecation 🚨🚨 Starting from October 2024, enhanced CPC will no longer be an option in Search and Display campaigns, and it will be switched automatically to manual CPC starting from March 2025. 🔴 What do you think about this change? Did you see this coming? #googleads #eCPC #googleadsupdates

💸 Struggling to find that sweet spot for your CPCs? Discover the secrets to optimizing your search campaign and achieving lower costs per click!  https://lnkd.in/dNKAwNPh #digitalmarketing #ppc #marketingstrategy

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