In the grand ballroom of Christie’s auction house, the chandeliers gleam, refracting a myriad of colors onto the exquisite pieces ready for auction. Patrons, well-versed in the value of what’s on offer, prepare to make their bids. But imagine, instead of the traditional auction format we’re familiar with, a vast majority of them simply pass their wallets to the auctioneer, saying, “You decide for me.” While perhaps unfathomable in such a setting, it drives home a question: when does convenience slide into capitulation?
This scene parallels the world of digital marketing and the often-debated realm of automated bidding. By allowing search engines to automate bids, are businesses merely giving away their hard-earned budget without a clear notion of value or return? Are they, in essence, blindly handing their wallets to search engine companies?
The Allure of Automation
There’s undeniable charm in automation. It promises efficiency, reduces manual labor, and leans on algorithms that have been trained on vast and varied datasets. For businesses juggling myriad responsibilities, automated bidding can appear as a saving grace—a trusted advisor making real-time decisions in the fast-paced auction of digital ad space.
The Digital Auction House
Within the realm of Search Engine Marketing (SEM), businesses, like those art patrons, are constantly bidding — not for art, but for visibility. Platforms like Google Ads and Microsoft Ads offer businesses a dual choice: the streamlined, hands-off allure of automated bidding in Smart Account settings or the hands-on, discerning approach of manual PPC bidding found in Expert Account settings. As explored in SEMdeepdive’s earlier article, the Smart mode simplifies, but at what cost to customization and targeting?
The Trade-offs of Trust
In our Christie’s analogy, entrusting someone else with your funds, with the freedom to bid as they deem fit, is a bold move. Similarly, in SEM, by allowing algorithms to determine bid amounts, are businesses just passing over control too readily? Do they risk overspending, or worse, undervaluing their digital assets?
With convenience comes potential pitfalls. Just as handing over one’s full bidding power to Christie’s might result in unforeseen costs or lost opportunities, so too can automated bidding have its drawbacks.
Lack of Transparency: Automated systems can sometimes be black boxes, making decisions based on criteria that advertisers might not fully understand or agree with.
Generalization Over Nuance: While algorithms can process vast amounts of data, they might miss the subtle nuances—a sudden cultural trend, a recent product update, or seasonal factors that a manual bidder might account for.
Budget Drain: Especially for businesses with limited budgets, automated systems might quickly exhaust funds on high-competition keywords without always ensuring optimal ROI.
A Cautionary Tale
Consider the case of a company we recently onboarded at SEMdeepdive. This company, like many others, was allured by the convenience of automated bids. At face value, they believed they were seeing success. The ‘conversions’ appeared to be tallied up consistently, giving the impression that leads were being generated. However, a deeper dive revealed a startling oversight: the only ‘conversion’ metrics being registered in the Google Ads campaigns were “directions” clicks from the client’s Google My Business profile. These weren’t potential sales or inquiries, merely users looking for directions!
This example underscores the importance of truly understanding what’s happening behind the scenes. Automation can sometimes gloss over critical details that can drastically change the perceived effectiveness of a campaign. Without manual oversight or at least a comprehensive understanding of the metrics, businesses risk operating under misconceptions that could affect their bottom line.
The Art of Manual Bidding
Manual PPC bidding, like a practiced hand at an auction paddle, offers the nuanced touch of an expert who understands not just the market’s rhythms but also the unique cadences of their business. They can adjust bids for high-intent queries, dial back during off-peak times, and have a pulse on external factors influencing the market.
A Balanced Approach
The solution might not be a complete pivot from automation but rather a blended strategy. By utilizing manual oversight with selective automated tools, advertisers can ensure they’re not just blindly handing their budgets to search engine companies but are active participants in the digital bidding ballet.
Just as an art patron might consult an expert before making a final bid, businesses can integrate the best of manual and automated bidding. As pointed out in our Smart vs Expert SEM Campaigns article, a merger of strategies, like the one between manual bidding and Enhanced CPC, strikes a balance — leveraging the power of machine learning while retaining a human touch.
The Concluding Bid
Returning to the grandeur of Christie’s, the final bids are made, the gavel strikes, and artworks find their new homes. In the SEM arena, businesses also need to determine where they place their trust: in algorithms, their expertise, or a strategic blend of both. With insights from industry frontrunners like our team at SEMdeepdive, they can ensure they’re not merely handing over their wallets but making informed, strategic decisions in the digital auction space.
