With this data, Google then automatically sets bids based on your target. If you’re running a conversion-focused campaign, the strategy gives you control of the cost per acquisition for every conversion. This strategy tries to get the most conversions at a specific cost, or target CPA. Target CPA is a bidding strategy that optimises conversions at a set cost per action or acquisition. Read on for a complete breakdown of each Google Ads bid strategy and the best scenario to use it. What are the different types of bid strategies available on Google ads?Ĭurrently, there are 12 Google Ads bidding strategies in Google Ads. Manual bidding strategies are great option if you want total control and looking to get really granular with your bidding. Google then uses this bid (and other factors mentioned above) to determine if and where your ad will show. You specify the bid you’re willing to pay for a particular keyword or ad group. From keywords, to demographics segments, to devices. Manual bidding strategies allow you to set all aspecting of bidding manually. Smart bidding strategies such as Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, and Enhanced CPC (which we’ll mention later on) fall under this category. However, smart bidding strategies are unique as they optimise bids for conversions or conversion value. Smart bidding strategies are a subset of automated bidding they use machine learning to optimise bids. People sometimes confuse smart bidding with automated bidding, but they are slightly different. Once you set the bidding goals for your campaign, the algorithm does what it does best – optimises to get you the best results based on your set goals. Google’s automated bidding strategies rely on machine learning to optimise bids for you automatically. Here’s a brief overview of these bidding types. To know the best bidding strategy for your goals, you have to first understand how Google classifies the different bidding strategies. Unfortunately, there’s no ‘best’ bid strategy as it all depends on individual goals you aim at achieving. If only bidding in Google Ads was easy, every marketer and Google Ads agency would crush their goals, and we’d be out of the job. Google will definitely push you down certain routes when selecting a bidding strategy, and even remove the ability to select certain ones when creating new campaigns… *cough cough – Manual Bidding* If you’re just starting out with Google Ads, you may have the misguided notion that there’s a one-size-fits-all bid strategy while running ads. Google Ads Match Types: The Ultimate Guide.Other elements such as ad rank threshold.The content of the search, including location, device, and time of the search.Ad Extensions and other ad formats and their relevance to the users’ search.Quality Score (this covers ad relevance, expected click-through rate, and landing page experience).Simply put, the different strategies tell Google how much you’re willing to pay to get Clicks, Conversions, Impressions or Views.īut the bid strategy and maximum bid amount aren’t the only elements determining whether your ad is shown. The same thing happens for Display ads – Google’s auction algorithm decides whether a Display ad appears on the available advertising space on partner websites or not. For every search query on Google, Google runs an auction on all advertisers to determine whose ads will show and at what positions. Google uses bidding strategies to determine if and when to show your ads when an ad auction is triggered. Any mistakes with your bidding strategy selection can cost you massively and leave you with not much to show for your efforts. Your bids are critical as they’re the heart of what’s at stake when running ads – your ad spend. Conclusion on Google Ads Bidding Strategies.How do I change the Bid Strategy in Google Ads?.Target Cost Per Thousand Impressions (tCPM).Target ROAS (Target Return on Ad Spend).
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