What are the Different Google Ads Bidding Strategies?

Google Ads

Google Ads is one of the most effective ways to advertise your business online. The platform has a steep learning curve though, which is why many business owners turn to professional Google Ads management services. A google ads management team can turn your budget into real results and help grow your brand with a steady stream of sales, leads and new customers.

But professional Google Ads management is also a serious investment. If you’re operating on a small scale, it’s also possible to give it a go yourself. With a bit of research and practice, anyone can get started using Google Ads! Just keep in mind that you’ll be paying for every ad, so you’ll need to monitor your campaigns closely if you’re looking to keep the cost under control. To help you get started, we’re going to go over the main Google Ads bidding strategies and how to choose the one that’s right for your brand.

The Main Google Ads Bidding Strategies

1. Manual Cost Per Click (CPC)

With manual CPC bidding, you set the maximum amount you’re willing to pay for each click on your ads. This strategy gives you full control over your bids and allows you to adjust them manually based on your campaign goals and performance.

2. Cost Per Acquisition (CPA)

This bidding strategy focuses on getting conversions at a specific cost per acquisition. You set a target CPA, and Google Ads automatically adjusts your bids to achieve that target, aiming to maximise conversions within your specified cost range. Some bids may cost more than others, but Google’s automated bidding system makes sure that the average CPA matches the limit you set.

3. Return on Ad Spend (ROAS)

With ROAS bidding, you specify the desired return on ad spend you want from your campaigns. Google Ads uses historical conversion data to adjust your bids in real-time, aiming to maximise your conversion value while achieving your target ROAS.

4. Enhanced Cost Per Click (eCPC)

eCPC is a bidding strategy that combines manual bidding with automated bidding. Google Ads adjusts your manual bids for clicks that are more likely to lead to conversions. It increases or decreases your bids based on conversion likelihood, optimising for better performance.

5. Maximise Clicks

This strategy is designed to get the maximum possible clicks within your budget. Google Ads automatically sets your bids to maximise the number of clicks your ads receive. It can be useful when your primary goal is to drive traffic to your website, regardless of specific conversions.

6. Maximise Conversions

This strategy is focused on maximising the number of conversions within your budget. Google Ads automatically sets bids to get as many conversions as possible, based on historical data and campaign performance.

7. Maximise Conversion Value

If your goal is to generate the maximum value from your ad spend, you can use this bidding strategy. It automatically sets your bids to maximise the total conversion value while staying within your budget limits.

8. Target Impress Share

With this strategy, you set a target impression share percentage, which represents the share of ad impressions you want to receive in the eligible auctions. Google Ads automatically adjusts your bids to help you achieve your desired impression share.

Google Ads

Which Strategy is Right for My Business?

Each of the above strategies offers its own benefits and drawbacks. Ultimately, the right strategy is one that’s matched to your campaign goals, industry and how your customers use Google. For instance, a CPC bidding strategy is a good place to get started with text ads, but you’ll end up paying for every click, even if it doesn’t generate any revenue. That can be useful for getting your name out there and attracting site visitors, but it’s less useful if you need sales or leads. On the other hand, strategies like CPA are great for brands that know the value of each click. CPA bidding allows you to average out the cost of your leads and then create a bidding strategy that’s highly likely to convert.

Google Ads Automated Bidding

Google Ads offers a huge range of bidding strategies that give you almost unlimited freedom in advertising your business. This freedom is a double edged sword, because it makes the system complex to navigate. Many businesses opt to use professional Google Ads management services to take the hard work out of building campaigns.

But, there’s another option available. Google now offers extensive automation in the bidding process. Using historical campaign data, Google automates the process of running ads and determining bids. This level of automation allows users to leverage Google’s powerful AI to build more successful campaigns than they would be able to create on their own.

If you’re just getting started with Google Ads, and if you have a bit of historical data to rely on, automated bidding strategies allow you to achieve better results with less effort.

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