Content Network campaigns

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In general, if we have met several conditions for using automatic bidding strategies, the most important of which is a sufficient number of conversions per month, the use of automatic bidding strategies in well-set search campaigns is usually very beneficial. When switching from manual bidding to automatic, the price per completed form decreases while maintaining the quality of leads. This is because we reach potential customers with search ads at a stage when they are actively searching for the service or products themselves and are interested. It is therefore unlikely that someone will fill out our contact form by mistake, and the vast majority of leads are therefore marketable.

Of course, this only works if we have a well-set search campaign and we are continuously optimizing it, meaning we have sufficiently relevant keywords in the campaign and we check the search queries during the campaign so that the campaign is narrowly targeted only to the search queries of our target group. If such a search campaign with an automatic strategy does not yield better results than with a manual bidding strategy, the most common problem is a low monthly number of conversions, when artificial intelligence simply does not have enough data to function and you will usually quickly recognize this situation when the automation in the campaign starts to increase the cost-per-click bids to absurd amounts. If we do not have enough completed forms in one campaign per month, but we have several lead generation campaigns, it is possible to try portfolio strategies, where we actually combine several campaigns using a shared budget so that smart bids have more data to learn from.


A more complicated situation arises if we want to bring more relevant people to the site and to fill senegal phone number data out forms than the product is currently searching for, or if the price of acquiring a lead in search is too high due to significant competition. If we try to acquire leads on the content network, also using automated bidding strategies, the result is often that the price of acquiring a contact is several times lower than the price from the search network. But the results of a content campaign are only apparently excellent, and in a few weeks, when our business contacts are converted into customers, we find that a significantly smaller percentage of business contacts have become customers. The conversion ratio of leads to actual customers from the content network is often very low.

How is this possible? Google's smart bids work with signals from users who are most likely to leave a contact on our website and therefore focus on them. However, it does not take into account the quality of these contacts at all and will only try to get as many of them as possible as cheaply as possible. This can be observed most often in globally targeted campaigns. In developing countries in Africa and many Asian countries, a much lower cost-per-click bid is required to display an ad, and the willingness to share the data required for registration is often higher. Fraudulent practices can also flourish on various sites involved in the Google Ads advertising network in these countries, where any forms are artificially filled out that can be clicked on from ads on their website. They thus increase the perceived quality of websites for Google's self-learning system, which will then prioritize these sites (from which an unusually high number of conversions come) over other sites and will direct maximum advertising to them.