A few years ago, when Google Ads were first introduced, bidding played a significant role in the success path of a brand. The right Google bidding strategies empower brands to achieve high-ranking visibility consistently and to remain intensely competitive. Today, however, the situation is dissimilar – bidding used to be more challenging in the past than today because the automated Google bidding process does not require you to set the correct bid – it does the job for you.
‘Google Ads' Smart Bidding strategies leverage machine learning to optimize bids in real-time, considering factors like user device, location, and time of day. This automation aims to maximize results based on goals such as conversions or target CPA’
Google Ads offers numerous bidding strategies to assist advertisers in setting bids for their ads. These bidding strategies align with different campaign types depending on what you want – getting more clicks, impressions, views, or conversions.
In this blog today, Proquantic UAE will show you the Google bidding strategies that yield outstanding results, the ones that are great for meeting your unique goals, and the ones that you must avoid.
Major types of Google Bidding Strategies
Manual CPC Bidding
In manual bidding, the advertiser manually selects the maximum price per click (CPC) that they are willing to pay for a keyword. The appeal of this approach lies in that you are paying for the 'billboard space of Google' and not the views that you are getting but for every click you are generating.
For example, when 100 users view your ad and only six click on it, you will be paying for those six clickers only, not the 94 viewers.
Automated Bidding
In the case of automated bidding, advertisers hand over the bidding reins to Google and let it decide what they want to pay at the CPC level. Google Ads automatically sets the bids for ads that are based on the likelihood of results in a conversion or click. Yes, there are constraints you can apply so that Google does not lose control over what is spent.
If you want to set separate bids for specific placements or keywords, the manual bidding strategy is ideal for this situation. This means that advertisers require accounts for various signals, such as day of the week, time, location, and device type.
Here, at this point, an automated bidding strategy comes into place, eliminating much of the guesswork involved in setting bids so that the ads meet their performance goals.
Which of the Google bidding strategies are you using?
So, how will you determine which bidding strategy you are currently using? It may be a scenario where you are already using the automated bidding strategy, but you are unsure of it. If you have a live search campaign, you can follow the following steps:
- Visit your Google Ads campaign.
- Go to Columns
- Modify columns
- Go to attributes
- Select bidding strategy types
- Click Apply
Want to check what kind of Google bidding strategies are available? For viewing them all:
- Go to settings
- Click bidding
- Change bid strategy
- Click on Ok
- Select the bid strategy directly
At this point, you will see that all the Google bidding strategies are grouped into either manual cpc bid strategies or automated bid strategies.
Manual CPC bid strategy is self-explanatory, and the focus here is to discuss the automated bid strategies Google Ads has to offer.
So, which of the Google bidding strategies would be right for your business? Let’s start diving deep into each of them:
If you want to maximize clicks
This strategy helps you set your bids to maximize clicks within your budget. In case you want to control the majority of the amount you wish to apply for every click, there is an option for setting a maximum bid limit for CPC.
Some advertisers dislike this strategy because they aim to run a campaign that generates conversions, whether through sales or leads. So, maximizing clicks will not optimize their objective.
If your main goal is to generate as much traffic as possible, then the maximize clicks bid strategy is the right one for you.
If you want to maximize conversion
Maximizing conversion bidding strategy is crucially instructing Google that you want as many conversions as possible within the budget you have allocated. This, by default, means that you will get as many conversions as possible. However, if you are restricted with how much you're willing to pay for a sale or lead, then you should set a target cost-per-action value.
If you want to maximize conversions with target CPA
Target CPA is the average amount that you wish to pay for conversion. By enabling this feature, advertisers instruct Google to generate as many conversions as possible at the target CPA that has been set. Google is well-suited to achieving this goal.
Given the constraint, the number of impressions you will be getting will be affected, too, along with the amount of traffic that you will be getting because of the conversion rate and clickthrough rate.
In case you find that when you are setting a target CPA, you are not getting any clicks and impressions, you may not have to reinforce your target CPA amount to give Google more freedom in what it intends to bid.
It is, however, recommended that you check a few things before leveraging the maximize conversion strategy with the target CPA bidding strategy for which you require setting up conversion tracking.
While it is not mandatory to have data in account. It is crucial to have data for 30-40 or even 50 conversions for a 30-day setting of the target CPA value.
Google Ads may even recommend a target CPA value based on the actual CPA performance from the previous few weeks if you do not have enough data for conversion.
If you want to maximize conversion value
Maximizing conversion value is like the previous strategy. Both Google bidding strategies focus on generating as many conversions as possible within the given budget. However, the key difference lies in assigning a value to each conversion, which varies based on the conversion type. This is an excellent approach for advertisers running e-Commerce businesses because that can set revenue to be equal to the value of a conversion.
If you want to maximize conversion value with target ROAS
Target ROAS is the average conversion value that you would like to get in return for each dollar you invest in ads. If you want to earn $3 for every $1 invested, then your target return on ad spend (ROAS) should be set at 300%.
For using this type of bidding, the advertiser must have a conversion tracking set up that enables setting conversion values. It can be dynamic with the conversion value set as the price of products your advertisers can assign a specific value for specific conversions. Another requirement is that you must have a minimum of 1 conversion in the previous 30 days.
Maximizing conversion value with a target ROAS is one of the best Google bidding strategies for Google Ads. E-Commerce entrepreneurs implementing this strategy experience desired results.
Lastly, target impression share
Is your goal increasing brand visibility? Then, the target impression share strategy is the one that will work for you. In this strategy, Google attempts to optimize bids for you to generate a certain number of impressions.
Here, you will have three options for placement of the target impression strategy depending on where you would like your Ads to get displayed – at the top of the results page, anywhere on the results page, at the absolute top of the results page, etc.
After you have set your ad locations, you can specify the percentage of impression share to the maximum CPC bid limit and target.
When you target an impression share of 75% anywhere on Google's results page, Google Ads will automatically set the CPC bids to enable showing your Google Ads anywhere on the results page for 75% of the entire possible amount of time they can show.
What Proquantic Software UAE recommends as the top Google bidding strategies are – Maximize Conversion value with Target ROAS and Maximize Conversions with Target CPA.
Hiring a professional PPC Agency will increase your Google bidding strategy.
Navigating through diverse Google bidding strategies is, by definition, complex, especially in the dynamic and innovative economy of Dubai. By hiring a professional PPC agency in Dubai, companies can be confident that their Google bidding strategies, designed to optimize Google Ads performance, will generate maximum return on investment.
Agencies bring expertise in the selection and bidding strategy management that align with the unique business goals of companies, leveraging data-driven insights to make informed decisions.
In the Emirates, businesses that collaborate with PPC agencies with extensive experience in Google PPC advertising achieve the desired ad performance with improved cost efficiency.
For example, a study conducted by Creatives 360 found that businesses hiring professional Google Ads agencies in Dubai experienced boosted conversion rates with improved audience targeting.
Choose Proquantic Software UAE as your Google bidding strategies partner.
Proquantic Software UAE is a Dubai-based PPC Ads agency specializing in Google PPC and Ads management. We offer tailored PPC management solutions that optimize advertising spend. Our team of certified Google advertisers and managers design unique bidding strategies tailored to your unique business needs so that you enjoy measurable results worth every Dirham or Dollar spent!
What we bring on the plate:
In-depth understanding of the dynamic UAE market for efficient audience targeting.
Detailed insights into ROI and campaign performance.
Consistent adjustment and monitoring of Google bids for maintaining optimal performance.
Strategies aligned with specific goals of the business and market trends.
Signing off
Selecting the right bidding strategy for Google Ads is essential to achieving advertising goals. Google Ads offers various options, but a partnership with a professional PPC ads agency creates a crucial difference in the success of the campaign. Proquantic Software UAE poses as a trusted partner to many businesses in the UAE, offering them trending market insights, real-time optimization, and customized strategies that ensure your Google Ads efforts yield the best returns.
