Choosing The Right Bidding Strategy

Choosing The Right Bidding Strategy

Choosing the right bidding strategy is important for your campaign goals. There are several strategies that Google offers for your campaign goals.  Strategies depend upon what you are charging be it conversions, awareness, subscription or sales, etc.

Types of Bidding Strategies

Awareness

If you make sure that your ad visibility is based on certain queries and locations you should choose this awareness strategy.

Goal – Visibility

Target Impression Share

For this goal target impression share is the right option. This means your ads are meeting specific impressions for a specific location on the SERPs This strategy is for meeting target awareness, brands, and brand terms.

Consideration Focused

This strategy drives as many clicks as possible to increase CTR. The spending is within the set level.

Goal – Clicks

Bid Strategy Option

Maximise clicks

Get as many clicks as possible within the target spend. Budget-constrained campaigns focused on driving clicks. Drive more clicks, and maximize traffic when the budget is enhanced. Respond to upper funnel terms with the highest conversion potential.

Goal – Conversion

Bid Strategies

Maximize conversions minus a CPA target without a smart bidding strategy: Drive maxim conversion in your budget. You don’t need to provide a specific CPC, CPA (Smart Bidding Strategy), or return on ad spend (ROAS) target. For advertisers who wish to maximize conversion on a fixed budget but do not have explicit CPA and Roas.  

Consideration Focused

Goal – Clicks

Maximize conversions (with smart bidding or CPA: This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.

These are Budget-constrained campaigns focused on driving clicks

Drive more click volume

Maximize traffic when the extra budget is received

Upper funnel keywords that have high assist value in conversion

Value-Based

Choose this value-based strategy if you do not value all conversions and customers. When you are tracking value revenue, profit, and proxy values with conversions, and want to drive as much value as possible at a ROI target or budget.

Goal – Conversions

Maximize conversion value with a ROAS target: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set