Google Ads are a cornerstone portion of a digital marketing strategy. By bidding for placement within the Google Ads system, advertisers are able to have their website appear above the organic search results. This enables small businesses who may not have the best organic presence to instantly begin to get relevant traffic flowing to their website. Even if a company has a great organic search presence, having an optimized Google Ads account provides an additional source of traffic while increasing the conversion rate of the company’s organic listing.
What are Google Ads bidding strategies?
Bidding strategies are the methodology by which Google determines what an advertiser’s bid is for each individual auction. In the past, one of the most popularly used bidding strategies was manual CPC. Manual CPC is a bidding strategy which relies on an advertiser specifying an exact bid for each keyword. This bid remains static until the advertiser goes into the Google Ads interface and changes this bid. While this bidding strategy was extremely popular in the past, it is Results Guaranteed’s belief that advancements in Google’s automated bidding strategies have made it nearly impossible to be successful from a Google Ads perspective while utilizing a manual CPC bidding strategy.
Bidding strategies are the methodology by which Google determines what an advertiser’s bid is for each individual auction
What are automated bidding strategies?
Automated bidding strategies are bidding strategies within Google Ads which enables Google to set an advertisers bid for each auction automatically based on all of the signals available to Google’s machine learning. Advertisers select a bidding strategy based on the end goal of their Google Ads campaigns. For example, one automated bidding strategy is Maximize Clicks. Maximize Clicks as a bidding strategy enables Google to automatically set bids at the time of each auction to get you the most clicks possible within your daily budget. If an advertiser were to select Maximize Clicks, this means their end goal should be to drive traffic to their website. In addition to Maximize Clicks, the following are also automated bidding strategies offered by Google Ads.
- Maximize Conversions
- Target Search Impression Share
- Maximize Conversion Value
Automated bidding strategies are bidding strategies within Google Ads which enables Google to set an advertisers bid for each auction automatically based on all of the signals available to Google’s machine learning.
What is the best Google Ads bidding strategy?
The answer to what is the best Google Ads bidding strategy, is that it depends. It depends on the end results which you would like to achieve and the tracking ability which you have for your website. One example of this is the Maximize Conversion Value bidding strategy. This bidding strategy is the best bidding strategy to use when when conversion value is being tracked on the website. Most commonly, this occurs for an e-commerce website. Since an e-commerce website allows for the tracking of revenue and the ability to feed this revenue information back into Google, using an automated bidding strategy which bids to maximize this end results is the best bidding strategy to use. If you are unsure of which Google Ads bidding strategy is right for you, it may be wise to consider selecting an agency offering Google Ads management.
The answer to what is the best Google Ads bidding strategy, is that it depends. It depends on the end results which you would like to achieve and the tracking ability which you have for your website.
Selecting a bidding strategy for Google Ads is an important decision when launching a campaign. Once a bidding strategy is selected for a specific campaign, this may be a setting which should be changed in the future as conditions within the auction ecosystem change. While Google Ads does allow for a fail safe of setting a maximum daily budget, it is wise to consult a professional prior to launching your Google Ads campaign, or consult the Google Ads help page for automated bidding strategies. An improperly set up Google Ads campaign can result in a considerable amount of wasted spend in a short period of time.