How do you choose the right bidding strategy?

It is important to choose a bidding strategy that reflects your marketing goals. Google Ads offers several bidding strategies to choose from. Which strategy you choose depends on the networks your campaign is targeting and whether you want to focus on improving clicks, visibility, or conversion.(1)

The bidding strategies:

• Awareness-based bidding strategies
  • Purpose: visibility
  • Target impression share: This helps ensure that ads meet a specific impression share threshold for a specific location on the search results page: anywhere, at the top of the page, or absolutely at the top of the page.
• Consideration-oriented bidding strategies
  • Goal: Clicks
  • Maximize clicks: Set bids to try to get as many clicks as possible within a target amount you choose.
• Conversion-oriented bidding strategies
  • Purpose: Conversions
  • Maximize conversions: maximize conversions within budget. You do not need to specify a specific target for cost per click (CPC), cost per acquisition (CPA) or return on ad spend (ROAS).
  • Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while achieving the average cost-per-acquisition target.
  • Expected Cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on the probability that each click results in a conversion.
• Acquisition Targeted bidding strategies
  • Purpose: Revenue
  • Target return on ad spend (Target ROAS): Automatically sets bids to get as much conversion value as possible at the target return on ad spend (ROAS) you set up

Automated bidding

Bidding is a key success factor for online marketing. The bidding strategy you choose directly affects how the campaigns perform and how visible the ads are at the unique moments that are important to your business. Google Ads offers different bidding strategies tailored to marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.

Bids affect how visible your ads are and the amount of interaction you get at each unique moment. If you don’t bid efficiently, you could miss out on valuable conversions. Given the dynamic nature of our auctions, the correct bid can often be a moving target that is difficult to achieve on a large scale when manual bidding is used. Many signals influence user behavior. Their intent and likelihood of completing valuable actions for your business vary based on location, time, and device. Taking into account all these signals for each auction and bidding can be done through automation.

Benefits of automatic bidding:

• Machine Learning
• More time to spare
• auction-time bidding
• Depth of signals used and cross analysis