Google Ads offers a myriad of bidding opportunities and strategies designed to help you achieve your most ambitious campaign goals without exceeding your budget. While these strategies may initially seem confusing, it’s important to understand your options before you select a particular approach. This knowledge will allow you to make strategic decisions that are most likely to drive the traffic and conversions you desire.
Not sure where to start? Below, we’re highlighting several top bidding strategies for Google Ads.
Manual Bidding
Manual bidding is all about control. This method allows you to set a desired maximum for your ads. To succeed under a manual approach, however, you’ll need to track performance carefully to determine whether (and when) keyword changes are necessary. Consider seeking a middle ground approach with enhanced cost-per-click (CPC), which involves manually set bids that can be adjusted as needed via the Google Ads algorithm.
Automated Bidding
While manual bidding offers the notable benefit of control, it can prove both confusing and time-consuming. For this reason, many people appreciate the streamlined nature of automated bidding, which removes much of the guesswork associated with manual processes. Several automated bidding strategies are available, including:
Maximize Clicks
This approach aims to improve click-through rates while spending a predetermined budget every day. It’s an effective option for enterprises that are looking to improve branding and name recognition, as it can drive considerable volume.
Maximize Conversions
A simple and straightforward bidding strategy, this take on automated bidding aims, as its name suggests, to maximize conversions while spending the entirety of the daily budget. It’s similar in many respects to Maximize Clicks but emphasizes conversions in which internet users take action. While it can prove valuable for generating a quick surge of conversions, it warrants caution for those concerned about budgetary matters.
Target Cost Per Acquisition (CPA)
Target CPA is an ideal approach if you’re determined to improve conversions – but only at a specific cost. The term “cost per acquisition” refers to the amount of money you’re willing to spend to acquire a single customer. While individual conversions may ultimately hold CPAs above or below the target, Google Ads will aim to balance levels out over time to ensure that the target CPA is met.
Target Return on Ad Spend (ROAS)
At first glance, Target ROAS may seem hopelessly complicated. This percentage-based approach allows you to set bids to maximize conversion value based on the desired return from total ad spend. If this strategy is employed, Google Ads will use past data to predict both future conversions and conversion value. Bids are then adjusted in real time to make the most of conversion value while also striving to meet already set Target ROAS goals.
Smart Bidding
An increasingly popular subset of automated bidding, smart bidding harnesses the power of machine learning to optimize your campaign for conversions. This approach allows you to save time while maximizing your return on investment, with impressive oversight offered every step of the way. Reporting tools also provide valuable details regarding bidding performance and potential issues with conversion tracking.
Enhance Your Pay-Per-Click Strategy with Help from Zero Gravity Marketing
No one bidding strategy will prove effective for every organization or in every situation. Ultimately, it’s important to understand exactly what you intend to accomplish with your next campaign – and how specific bidding campaigns can help you achieve your most ambitious objectives.
If you’re still struggling to get a handle on Google Ads, you don’t have to go it alone. The expert team at Zero Gravity Marketing is happy to help you craft a pay-per-click campaign that delivers an impressive ROI. Contact us today to learn more about your options.
