There are 7 types of Google bidding strategies options available in Google Ads, including automated bidding, smart bidding, and manual bidding, and it might be difficult to comprehend how each one works. To enhance the ad performance of your campaign, it’s crucial to stay current on Google’s constantly changing ad platform.
Here are the 7 types:
Manual CPC: On the Google Ads platform, manual bidding is the easiest bid technique to understand. At the keyword level, advertisers manually establish their bids, which remain in place until the advertiser modifies them.
Maximize Conversions: Maximize Conversions is a completely automated bidding technique. This implies that Google does not take into account the specific keyword bids made by marketers. It merely selects a CPC bid in accordance with the bidding strategy’s objective. This bid strategy is best suited for Search Network, Google Display Network, and Google Discovery campaigns. Moreover, please ensure that conversion tracking is enabled in your advertising account.
Maximize Conversion Value: Because it is a little more sophisticated than Max Conversions, Max Conversion Value seeks to attract conversions that will give you the best return. This bid strategy is particularly recommended for e-commerce companies and campaigns with multiple conversion types.
Maximize clicks: The Maximize Clicks technique seeks to boost the volume of people who visit your website. The tactic automatically places bids to assist you in receiving the most clicks for your money. The approach is offered as a portfolio bid strategy spanning many campaigns, ad groups, and keywords or as a conventional strategy in a single campaign.
Target CPA: This cost-per-action bid strategy allows you to precisely define the payment for a certain conversion. The algorithm will then attempt to execute your campaigns to fulfill the CPA (Cost-Per-Action) requirements defined at the campaign or ad group level based on this sum. In actuality, it will appear as follows: While certain conversions might cost more than the desired amount, others might cost less. The goal is often to make sure that the set target CPA is met.
Target ROAS: For your Google Ads campaigns to achieve the return on your advertising costs that you have established, this smart bidding approach focuses on optimizing your sales. In other words, the algorithm will try to keep the ROAS (Return on Ad Spend) within the designated budget and establish bids in accordance with the aim. It makes sense to first gather the relevant data using a different method (for instance, target CPA, conversion maximization), and then to decide accordingly, to set the ROAS. Except for video campaigns, practically all forms of campaigns can benefit from the target ROAS strategy, but value-based web tracking is required for its implementation.
Target Impression Share: The same way you would establish a target CPA for that bidding strategy, marketers can set a targeted impression share percentage with Target Impression Share. If you decide to use this automatic approach, you’ll be aiming for a particular spot on the Google search results page, typically the top one. According to the times, locations, and methods that people use to search for your brand, your advertisements will either display more frequently or less frequently. This approach works best for brand awareness initiatives and brand building.
With Google’s automated bidding, you may optimize for more conversions, clicks, or whatever your desired outcome may be while saving time on manually establishing bids. However, it is not without flaws. Compared to manual bidding, automated bidding doesn’t offer as much control. Knowing which strategy to use is crucial in maintaining your ad cost at a desirable level.
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