About Us
Web Online Solution provides digital marketing services including all Google Ads Certificate, Google Analytic Certificate, Bing Certificate, and Hubspot Certificate. We could take the exam on behalf of you and provide any certification within 24 hours at a very low price.
Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.
Goal
Conversions
Bid strategies to choose from
Maximize Conversions: Drive as much conversion volume as possible within your budget. You don't need to provide a specific cost per click [CPC], cost per acquisition [CPA], or return on ad spend [ROAS] target.
Target cost-per-acquisition [tCPA]: This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.
Enhanced cost-per-click [eCPC]: This strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion.
Use case
Maximize Conversions:
Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don't have an explicit CPA/ROAS goal
Target
cost-per-acquisition [tCPA]:
Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses.
Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.
Enhanced cost-per-click [eCPC]:
For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization.
For Display, this is for advertisers who do not have
conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.
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. If you’re looking for instructions on how to change your bid strategy for an existing
Search campaign, read Change how you bid. Google Ads essential 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. If 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 optimize 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. If you're focusing on gaining clicks to generate traffic to your website, there are two cost-per-click bid strategies to consider: Maximize Clicks: This is an automated bid strategy. It's the simplest way to bid for clicks. All you have to do is set an
average daily budget, and the Google Ads system automatically manages your bids to bring you the most clicks possible within your budget. Learn more About Maximize Clicks bidding. More about Maximize Clicks Maximize Clicks could be a good option for you if the following describes your campaign:Before you begin
The ad auction: how Google decides which ads to show and their orderConsider your goals
Focus on conversions with Smart Bidding
Focus on clicks with CPC
bidding
- You have an advertising budget you'd like to reach consistently.
- You don't want to spend time monitoring and updating individual CPC bids, and you're willing to let the Google Ads system update CPC bids automatically.
- You're mainly interested in increasing website traffic.
- You're new to Google Ads or don't know exactly how much to bid for particular keywords or placements.
Maximize Clicks isn't a good choice for you if your advertising goals include maintaining a specific Ad Rank or cost per conversion. It isn't possible to set individual CPC bids with Maximize Clicks, but you can set a maximum CPC bid for your entire campaign.
Example
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 emphasize most. Maximize 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:
- You'd like to control maximum CPC bids for individual ad groups, keywords, or placements.
- You're mainly interested in increasing website traffic, not necessarily brand awareness.
- You don't need to reach a target budget every month. [If you do need to reach a target budget, Maximize Clicks may be a better choice.]
- Your campaign targets the Search Network, the Display Network, or both.
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, Maximize Clicks is probably a better fit for you.
Example
Although your website sells a wide range of art supplies, you're most interested in selling paint brushes. With Manual CPC bidding, even if your ad group has 15 keywords, you can choose to set a higher bid for only the keyword "paint brushes," which will apply whenever that keyword triggers your ad.
Focus on visibility
If you want to focus on visibility, you can try one of the following bid strategies to help maximize visibility.
- Target Impression Share: automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. Learn more About Target Impression Share.
- CPM: With this bid strategy, you’ll pay based on the number of impressions [times your ads are shown] that you receive on YouTube or the Google Display Network.
- tCPM: A bidding strategy where you set an average for how much you’re willing to pay for every thousand impressions. It optimizes bids to maximize your campaign’s unique reach. With tCPM, you can keep your campaign’s average CPM lower or equal to the target you set [although the cost of impressions may vary].
- vCPM: This is a manual bidding strategy you can use if your ads are designed to increase awareness, but not necessarily generate clicks or traffic. It lets you set the highest amount you want to pay for each 1,000 viewable ad impressions on the Google Display Network. Learn more About vCPM bidding.
More about vCPM bidding
Here are some cases in which we'd recommend manual vCPM bidding:
- Your ads are designed to increase awareness, but not necessarily generate clicks or traffic.
- You prefer the traditional industry metrics of vCPM campaigns.
- You're targeting particular placements, not just keywords. [Combined with placement targeting, bidding for impressions can help ensure your ads appear to a specific audience that will be interested in your ads.]
- You're mainly interested in increasing brand awareness. Image ads and other multimedia formats often serve that purpose best, and these ad formats run on the Display Network.
- Your message is in the ad itself, so you don't need people to click through to your site. This may apply to events [such as a television premiere] or political advertising.
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 out a form.
Example
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]
If you
run video ads, you can use CPV bidding. With CPV bidding, you'll pay for video views and other video interactions, such as clicks on the calls-to-action [CTA] overlay, cards, and companion banners. You just enter the highest price you want to pay for a view while setting up your TrueView video campaign. Learn more About CPV bidding.
Was this helpful?
How can we improve it?