Do you want to use your Google AdWords budget more efficiently? The flexible bid strategies in AdWords automatically optimize your bids to reach your goals.
In the following you will find the different flexible bid strategies in Google AdWords and our recommendations for each option.
1. Conversion-Based Bid Strategies
In order to use the conversion-based bid strategies, you need to set up conversion tracking.
Enhanced CPC
Application: On the campaign and the ad group level.
Function: You set the CPC bid manually. AdWords then increases or decreases the bid by a particular percentage, based on each click’s likelihood to result in a conversion.
Recommendation: This partly automated bid strategy is suitable for generating conversions, while maintaining control over the keyword bids.
Target CPA
Application: On the campaign and the ad group level.
Function: AdWords sets the bids automatically to achieve as many conversions as possible, while reaching the defined average cost per conversion (CPA) goal. You cannot set a maximum CPC.
Recommendation: Use this bid strategy to maximize the number of conversions while maintaining control over the average cost per conversion.
Target ROAS
Application: On the campaign, the ad group and the keyword level.
Function: The bids are set automatically to achieve the highest possible conversion value while trying to reach the defined average ROAS (Return on Ad Spend).
Recommendation: This option is suitable for you when you value conversions differently and you want to achieve a specific ROAS.
2. Position-Based Bid Strategies
Target Search Page Location
Application: On the campaign, the ad group and the keyword level.
Function: The bids are set automatically to ensure that your ads are on the first page of the search results.
Recommendation: Use this strategy if you want to get as many impressions as possible with your AdWords budget and to improve the average position of your ads.
Target Outranking Share
Application: On the campaign, the ad group and the keyword level.
Function: The bids are set automatically to get your ads on a higher position than a defined competitor domain.
Recommendation: Use this bid option when your competitors are bidding on your brand keywords and you want to outrank them.
3. Click-Based Bid Strategies
Maximize Clicks
Application: On the campaign, the ad group and the keyword level.
Function: AdWords sets the bids automatically to achieve the highest possible amount of clicks within your budget.
Recommendation: Use this option if you cannot track conversions or your goal is to get as many website visitors as possible.
Use the flexible bid strategies for your Google AdWords campaigns to use your budget optimally and to achieve your goals.
For more information or if you have questions about Google AdWords bid strategies, please contact me.
