Between the end of January and March 2020, the Automation & Digital Champions training program was designed for Google Partners. The object this time was automation and smart bidding. There were dozens of specialists from each CEE country, with only one person per agency.
The training program focused on a better understanding of smart bidding strategies. This is a way of bidding (pay-per-click) in Google Ads campaigns where we set the values we want to achieve – such as target cost per order (target CPA). Google then controls where and in what position it will show our ads.
Directly from Google employees, we received recommendations on how to choose and set up smart bidding strategies and their target metrics properly. For example, you need to set a target CPA correctly – we can’t expect a price of 5 € for a good steak when the normal price is at least 30 €.
How is it recommended to look at metrics for different smart bidding strategies?
It is clearly summarized in this table:
Martin first attended training in Google Slovakia offices, followed by office hours and video training for the CEE region and internal training for the BlueWinston team.