Google Ads bidding strategies: A Quick Overview

You’ve been using Google ads for your business and maybe wanting to know what strategies are available within Google ads that you can avail to use in your campaigns? 

You may have a different set of objectives that you want to achieve using this platform. However, not sure what options are available.

There are a variety of options available when it comes to selecting the Bidding strategy for your google ads campaign.

This means you can run your ads the way you want and choose the option that can help you achieve your marketing objective.

There are 12 bidding strategies available in Google Ads. Let’s discuss them one by one.

 

1. Cost Per Acquisition:

 

If you are aware of how much does it cost you to acquire a customer, then cost per acquisition is the right bidding strategy for you. 

To use this in your Google Ads campaign, simply select “Target Cost per Acquisition” (CPA) as your bidding strategy.

 

2. ROAS (Target Return on Ad Spend)

 

Target ROAS is the bidding strategy where Google will optimise your budget to get you the return you want to achieve from your Ad spent. 

 

To use this strategy, simply select “Target ROAs’ as your bidding strategy.

 

3. Maximise conversions

 

This is my personal favourite – I use this most of the time. Once you choose the maximise conversions bidding strategy, Google will automatically promote your ads in a way that you receive maximum conversions for your money.

 

4. Enhanced cost per click:

 

Using this bidding strategy, you give Google the right to either increase or decrease bid amount based on the possibility of driving the lead for your business.

FYI: The bids will be equal or lower than your max set cost per click settings. You won’t pay more than your set Max cost per click.

 

5. Maximize clicks:

 

Maximise clicks is the automated bidding strategy with the objective of getting you more clicks based on your maximum daily budget.

 

6. Manual CPC bidding (cost per click)

 

This bidding strategy provides you with the complete ability to control your biddings, which in simple words means sitting at the driver’s seat – which involves more work and in result, you will end up spending more time optimising your campaign.

 

7. Target Search Page Location:

 

If you want your ads to always rank on the first page of Google or even on the top of the 1st page, then this bidding strategy is the perfect option for your campaign. Using this option, Google will automatically change your biddings to get you the desired search page location.

 

8. Target outranking share:

 

Target outranking share is another automated bidding strategy, very effective if you are looking to outrank your competitors. 

 

Using this bidding strategy, you can choose your competitor’s website you want to outrank. Google will automatically increase your bidding so your ads keep showing above your competitor, However; be ready – it is going to be costly.

 

9. Cost Per thousand impressions

 

Use this strategy, if you are looking at raising your brand awareness. This option is reserved for Display Network and YouTube network. 

 

10. Cost per thousand viewable impressions

 

Another bidding strategy targeted to increase your brand awareness. In the bidding, set your maximum cost that you are ready to pay for viewable 1,000 impressions.

 

11. Cost Per View Bidding –

 

Want to promote your videos on YouTube, use this strategy. Using this strategy, you can set your maximum cost per video view.

 

12. Target impression share bidding –

 

Target impressions share bidding is a smart bidding strategy focussed on brand awareness. This bidding strategy can help you reach as many people as you want. 

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