One of the most widely-used targeting tactics for Gmail ads is sadly being phased out. As of September 28th, the ever-so invasive, however effective strategy of utilizing domains as keywords to serve personalized ads will no longer be used. Due to this, Google has notified advertisers that they may see a change in Gmail campaign impressions, clicks as well as conversions.
Google recently announced a new Smart Bidding strategy in AdWords, Maximize Conversions. According to Google, “the new bidding strategy will automatically set the right bid for each auction to help you get the most conversions within your daily budget.” Keep in mind, Maximize Conversions is only concerned with conversion volume. That said, this may not be the best bidding strategy for ecommerce clients (as it does not take into account metrics such as revenue or average order value), however those purely interested in lead generation should be all over this.
As announced on the Google Ads Developer Blog on May 9th, AdWords is changing Enhanced CPC (ECPC) to further assist you in increasing total conversions. Previously, ECPC automatically raised bids by up to 30% when the system thinks a click is more likely to lead to a conversion. Alternatively, if a click seems less likely to lead to a conversion, bids would be lowered. Google is now removing the 30% bid cap to account for the differences in conversion rates among the audience and location dimensions.