Running a successful Google Ads campaign requires more than just great copy and eye-catching visuals. One of the most crucial elements is choosing the right bidding strategy. Get this right, and you can maximise your return on investment without overspending. Get it wrong, and you might find yourself burning your budget with little to show for it.
But with so many bidding options available, how do you choose the right one? Whether your goal is to increase clicks, drive conversions, or boost brand awareness, understanding Google Ads bidding strategies can help you optimise your campaigns for better performance.
Let’s dive into the top bidding strategies for Google Ads and how to choose the best one for your business goals.
1. Manual CPC Bidding: Control Every Penny
Manual Cost-Per-Click (CPC) bidding offers complete control over how much you’re willing to pay for each click. If you prefer a hands-on approach and want to adjust bids for individual keywords or placements, this could be the best option for you.
When to Use It:
This strategy is ideal if you have a deep understanding of your campaign’s performance and want to fine-tune bids based on specific keyword performance. It’s also useful if you’re working with a limited budget and want to avoid over-bidding by automating too much.
Pros:
- Full control over your bids
- Ideal for campaigns with strict budgets
- Allows for granular keyword management
Cons:
- Requires constant monitoring and adjustments
- May miss out on some automation benefits
2. Enhanced CPC (ECPC): A Smarter Manual Approach
Enhanced CPC is like Manual CPC but with a bit of Google’s machine learning magic sprinkled in. While you set your maximum bid, Google automatically adjusts this bid in real-time, based on the likelihood of a click converting.
When to Use It:
ECPC is perfect for those who want to stay in control but also benefit from a bit of automation. It’s especially useful for campaigns where conversions are the primary goal, as it helps you get more out of your budget by focusing on high-conversion opportunities.
Pros:
- Combines manual control with smart automation
- Can increase conversions without raising overall costs
Cons:
- Still requires some monitoring
- Doesn’t fully automate bid adjustments
3. Maximise Clicks: Drive Traffic to Your Site
If your primary goal is to drive as many visitors as possible to your website, the Maximise Clicks strategy is a solid choice. Google automatically sets your bids to get the most clicks within your budget.
When to Use It:
This strategy works well for campaigns focused on increasing site traffic, such as awareness campaigns or when you’re trying to build a remarketing list. It’s also effective if you’re targeting low-cost, high-volume keywords.
Pros:
- Simple and easy to use
- Ideal for driving traffic quickly
Cons:
- Doesn’t focus on conversions
- May spend your budget on low-quality traffic
4. Target CPA (Cost Per Acquisition): Focus on Conversions
Target CPA bidding is a smart automated strategy that optimises your bids to achieve the lowest possible cost per conversion. You set a target CPA, and Google adjusts your bids to meet that goal, helping you get the most conversions for your money.
When to Use It:
If your business cares more about conversions than clicks, Target CPA is an excellent strategy. It’s especially useful for eCommerce businesses or lead generation campaigns where the value of each conversion is clear.
Pros:
- Focuses on driving conversions
- Fully automated bidding adjustment
- Reduces the need for constant campaign monitoring
Cons:
- May not be suitable for campaigns with limited conversion data
- Can be less effective if your target CPA is too low
5. Target ROAS (Return on Ad Spend): Focus on Revenue
Target ROAS is a step up from Target CPA. Instead of just focusing on conversions, this strategy optimises bids based on the expected revenue from each conversion. You set a target return on ad spend, and Google adjusts your bids to maximise the value of your conversions.
When to Use It:
This strategy is ideal for businesses that track transaction values, like eCommerce stores. If you know the average value of each conversion, Target ROAS can help you focus your budget on high-value conversions.
Pros:
- Optimises for revenue, not just conversions
- Perfect for profit-driven campaigns
Cons:
- Requires accurate conversion value tracking
- Needs a significant amount of conversion data to work effectively
6. Maximise Conversions: Automate for Volume
Maximise Conversions is an automated strategy where Google sets your bids to get the most conversions possible within your budget. Unlike Target CPA, you don’t set a specific cost per acquisition goal. The algorithm simply aims to get as many conversions as it can.
When to Use It:
This strategy is great for campaigns with flexible budgets that prioritise conversion volume over cost-efficiency. It’s also useful when you’re running short-term campaigns, like seasonal promotions, where the goal is to drive as many conversions as possible.
Pros:
- Fully automated for convenience
- Perfect for high-volume conversion campaigns
Cons:
- Can be less cost-efficient than Target CPA
- May result in higher CPA if not closely monitored
7. Target Impression Share: Boost Your Brand Awareness
If your goal is to get your ads seen by as many people as possible, Target Impression Share is the way to go. With this strategy, you set a target for where and how often you want your ads to appear, whether it’s at the top of the page or anywhere on the search results.
When to Use It:
Target Impression Share is ideal for brand awareness campaigns or when you want to dominate search results for specific terms. It ensures your ads are visible in key positions, which is useful when you’re launching a new product or trying to outshine competitors.
Pros:
- Helps boost brand visibility
- Allows for control over ad placement
Cons:
- Doesn’t focus on clicks or conversions
- Can be costly if not managed properly
8. Maximise Conversion Value: Prioritise High-Value Conversions
Similar to Maximise Conversions, Maximise Conversion Value focuses on driving the most valuable conversions within your budget. Google automatically adjusts your bids to prioritise conversions that generate the highest revenue.
When to Use It:
This strategy is perfect for businesses aiming to maximise the value of each conversion rather than just the volume. It’s particularly effective for eCommerce stores with varying product prices.
Pros:
- Focuses on driving high-revenue conversions
- Automated optimisation within your budget
Cons:
- Requires accurate tracking of conversion values
- May lead to fewer conversions if lower-value ones are deprioritised
FAQs
1. What is the best bidding strategy for Google Ads?
The best bidding strategy depends on your campaign goals. For traffic, Maximise Clicks works well. For conversions, Target CPA or Maximise Conversions are ideal. For revenue-driven ads, Target ROAS is the best option.
2. What is Target CPA in Google Ads?
Target CPA is an automated bidding strategy where Google adjusts your bids to help you achieve the lowest possible cost per conversion. You set a target CPA, and Google focuses on getting conversions at or below that cost.
3. How does manual CPC bidding work in Google Ads?
With manual CPC bidding, you set the maximum amount you’re willing to pay for each click on your ad. This gives you full control over your bids but requires constant monitoring and adjustments to perform well.
4. What is Target ROAS in Google Ads?
Target ROAS (Return on Ad Spend) is a bidding strategy that optimises your bids to achieve the highest possible revenue for each pound spent on advertising. It works best for businesses that track transaction values, like eCommerce stores.
5. How can I lower my Google Ads bid cost?
To lower your Google Ads bid cost, focus on improving your Quality Score, using negative keywords to reduce irrelevant clicks, and testing different bidding strategies like Target CPA or Enhanced CPC. Regular optimisation and A/B testing can also help reduce costs.
Choosing the right bidding strategy for Google Ads can make or break your campaign. By understanding your business goals and aligning them with the appropriate bidding model, you can maximise your budget and get better results. Whether you’re focused on driving traffic, conversions, or revenue, there’s a bidding strategy that can help you reach your goals.
