002: Office Hours | Manually Automated - Optimizing Bidding in Paid Search Campaigns with Rachael Howle

The Digital Marketing Mentor

Welcome to Optidge’s Office Hours!

Our Office Hours episodes are your go-to for details, how-to’s, and advice on specific marketing topics. Join our fellow Optidge team members, and sometimes even 1:1 teachings from Danny himself, in these shorter, marketing-focused episodes every few weeks. Get ready to get marketing!
Summary
Learn the differences between paid search campaigns with a manual bidding strategy vs an automated (or smart) bidding strategy as we discuss the best methods you can use to optimize your ad spend. Rachael Howle is the Head of Paid Search at Optidge and shares her knowledge and experience utilizing manual bidding strategies and how and when to switch campaigns to automated bidding in Google Ads.
Episode Highlights

• [6:52] Rachael and Danny chat about the differences between manual and automated bidding, including how automated bidding utilizes Google's platform.
• [8:55] Rachael discusses different automated bidding strategies and goals.
• [9:52] The successes we've seen moving to Maximize Conversions campaigns, and steps to take to evaluate manual bidding campaigns.
• [17:28] Why the big push from Google to shift to automated bid strategies?
• [20:44] Rachael provides insight into the continued need for the human touch with campaigns. Automation is only part of it; it’s only a tool. You still need to have the master craftsman.
• [22:55] Danny and Rachael dive into the significant benefits of utilizing an agency to manage your paid search campaigns
• [24:24] Rachael shares her parting thoughts: manual bidding is certainly still worthwhile.

Episode Links

• University of Texas
• University of Houston, Bauer College of Business
• Google Ads Automated Bidding
• Automated Bidding Strategies
• We Had a Little Real Estate Problem
• Project Hail Mary
• The Humanized Leader
• Rachael on LinkedIn

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Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.