What Is The Bid Strategy In Google Ads?

What is the bid strategy in Google Ads? So this is how you bid. You need to have different strategies, and let's hop into the Google Ads account and I can explain it a little bit more better. It really depends on your goals and what you're trying to achieve. Let me go back.

So what you do is, first go to your campaign and then under settings. When you are creating a campaign, you will be asked to select a bidding strategy, or you can also change once you have set up a campaign and you have been running a campaign with Maximize conversions or Target ROAS etc.

Now, this is where a little bit of confusion comes in. You click on it and then you go in here, and that's all you see, and you don't see tROAS, Maximize conversions, Target CPA and all the other kinds of bidding strategies. And then when you have the other one, which is over here, "or select a bid strategy directly", and it says here "not recommended", and most people would not go in there because Google says so. Ignore that, because that's the only way you can get access to all the automated and the manual bid.

So the manual bidding strategy is, you have total control over your CPCs, how much you are willing to pay for a click. That's why it's called manual CPC, cost per click. Automated bidding strategies are different, and you don't need to worry about how much to bid. Google may bid up or down dependent on the person it thinks it's likely to convert or not.

So sometimes if you see high CPCs, don't be scared or don't get, don't panic that, oh my god, they're charging so much, when I used to pay a dollar, now Google is charging five dollars. If you look closely, don't just look at the CPC. Look at the conversions, the cost per conversions and the conversion rate. If you are getting a better conversion or more conversions at a better price, then it's worth paying that extra money, because you are being entered into the premium auction where the clicks are costing a bit more than the other auction.

So you've got your Target CPA, where you tell Google, I want to pay x amount of money to acquire a lead or a customer or whatever that call to action is, the target cost per acquisition. Target ROAS is where you tell Google, I want to have a minimum of x amount of return on ad spend on my budget.

Max clicks is, Google doesn't care what it charges, is going to get you as many clicks as possible for your budget. I would not recommend this unless you have got a goal for brand awareness or driving traffic to your website. The quality of the traffic may be very low and they may not, they might not convert.

Maximize conversions is where you're telling Google, get me as many conversions as possible, I don't care about the target cost per acquisition. So that's what you want to, that's where you want to run your max conversions bidding. Then you can set up Maximize conversion value, where it will get you the most conversion value possible within your budget.

Target impression share is where you are bidding for share impressions, how many times your ads are being shown for. I can't remember the last time I used this one or that one. We have used max conversion value for some shopping campaigns, but I can't remember, to be honest with you, when I use, I've ever used it. Very rarely we've used it. So unless this is for branding exercise, where you want your ads to keep showing up all the time, then you would use this one.

And the manual is obviously, is fully controlled by you, but you will need to bid accordingly for certain keywords, because some keywords are expensive and some are not very expensive. So you need to do all the homework, but the heavy lifting, whereas on the automated bidding strategies, you, Google does all the heavy lifting and you don't need to worry about this.