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Google Ads offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting and whether you want to focus on getting clicks, impressions, conversions or views, you can determine which strategy is best for you. In this article, we'll describe how to use your advertising goals to choose your bid strategy. Before you beginIf you’re looking for instructions on how to change your bid strategy for an existing search campaign, read Change how you bid. The ad auction: how Google decides which ads to show and their order Each bid strategy is suited for different kinds of campaigns and advertising goals. For the purposes of bidding, you'll want to consider five basic types of goals, along with your current campaign settings.
Focus on conversions with Smart BiddingIf you want to focus on conversions, consider using Smart Bidding to take much of the heavy lifting and guesswork out of setting bids. Smart Bidding is a set of automated bid strategies that uses machine learning to optimise for conversions or conversion value in each and every auction – a feature known as 'auction-time bidding'. It also factors in a wide range of auction-time signals such as device, location, time of day, language and operating system to capture the unique context of every search. Below are the five Smart Bidding strategies you can use.
Focus on clicks with CPC biddingIf you're focusing on gaining clicks to generate traffic to your website, there are two cost-per-click bid strategies to consider:
Maximise clicks could be a good option for you if the following describes your campaign:
Maximise clicks isn't a good choice for you if your advertising goals include maintaining a specific ad position or cost-per-conversion. It isn't possible to set individual CPC bids with Maximise clicks, but you can set a maximum CPC bid for your entire campaign.
You have a website that sells a variety of art supplies and your main goal is to bring more customers to your site. You have a set amount that you want to spend on advertising each month and there isn't a particular product you want to emphasise most. Maximise clicks lets you decide the overall amount of your budget, then we'll find you the most customers based on that. More about manual CPC bidding
With manual CPC bidding, you can fine-tune your maximum CPC bids to help control the cost and volume of clicks on your ads. Manual CPC bidding could be a good choice for you if your campaign fits this description:
If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, Maximise clicks is probably a better fit for you.
Although your website sells a wide range of art supplies, you're most interested in selling paintbrushes. With manual CPC bidding, even if your ad group has 15 keywords, you can choose to set a higher bid for only the keyword 'paintbrushes', which will apply whenever that keyword triggers your ad. Focus on visibilityIf you want to focus on visibility, you can try one of the following bid strategies to help maximise visibility:
Here are some cases in which we'd recommend manual vCPM bidding:
Manual vCPM bidding probably isn't for you if the goal of your campaign is a direct response from customers, like buying a product or filling in a form.
You're giving a free concert in Paris and want to get as many music lovers to come as possible. You're running a campaign with vibrant image ads that share the date, time and location of the event — everything a music fan needs to know to show up. As long as people see your ad, they'll know your whole message. Viewable CPM bidding can help you get it in front of as many eyes as possible. Focus on views or interactions (for video ads only)
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