Google Ads Bidding Strategies: Current Best Practices

Google's main goal is to make sure that when someone searches for something, they see the most relevant ad and landing page. This goal is important because it keeps users happy and helps Google stay successful. Showing bad ads or directing people to poor landing pages is bad for users and Google's business. If people stop clicking on Google ads because they aren't good, it hurts Google's main way of making money.

To succeed with Google Ads, you need to match your campaign with Google's main goal. The key to success is creating ads that are perfectly suited to your target audience and what they're searching for. By doing this, you'll make your campaigns much more effective.

Keywords and Ad Group Structure

Importance of Keywords

Choosing the right keywords and organizing them well is the foundation of a successful Google Ads campaign. Pick keywords that are very relevant and group them logically. This makes your ads more appealing and relevant to users, closely matching what they're searching for.

Ad Group Structure

Set up your ad groups to match what your audience is looking for and interested in. Each ad group should focus on a specific theme or product, allowing for more targeted and relevant ads. This setup not only makes your ads more relevant but also improves your Quality Score, leading to lower costs and better ad placements.

Crafting Compelling Ad Copy

Relevance and Resonance

Crafting compelling and engaging ad copy is the artistry behind your campaign's performance. Your ad content must mirror the intent of your keywords and resonate with the desires and needs of your audience. Persuasive and well-crafted ad copy entices users to click, ensuring a deeper exploration of what you have to offer.

Best Practices for Ad Copy

• Highlight Benefits: Clearly articulate the benefits and unique selling points of your product or service.
• Use Strong Call-to-Actions (CTAs): Encourage users to take the next step with compelling CTAs.
• Incorporate Keywords: Ensure your ad copy includes relevant keywords to improve ad relevance and Quality Score.
• Test and Optimize: Continuously test different versions of your ad copy to determine what resonates best with your audience.

Best Practices for Bidding Strategies

Bidding strategies are crucial for optimizing your Google Ads campaigns and ensuring you get the best return on investment. Here are some current best practices:

Understand Your Goals

Before selecting a bidding strategy, clearly define what you want to achieve with your campaigns. Common goals include increasing website traffic, generating leads, driving sales, or boosting brand awareness. Your goal will determine which bidding strategy is most appropriate.

Use Automated Bidding

Google offers several automated bidding strategies that use machine learning to optimize your bids. These strategies save time and can improve performance by adjusting bids in real-time based on various signals. Popular automated bidding strategies include:

• Target CPA (Cost Per Acquisition): Ideal if your goal is to get conversions at a specific cost.
• Target ROAS (Return on Ad Spend): Useful if you want to maximize revenue while controlling your spend.
• Maximize Conversions: Focuses on getting the most conversions within your budget.
• Maximize Clicks: Aims to get the most clicks within your budget, useful for driving website traffic.

Implement Enhanced CPC

Enhanced Cost-Per-Click (ECPC) is a semi-automated bidding strategy that adjusts your manual bids to help you get more conversions. ECPC increases or decreases your bids based on the likelihood of a conversion, offering a balance between manual control and automation.

Leverage Bid Adjustments

Bid adjustments allow you to increase or decrease bids based on specific conditions, such as device, location, time of day, or audience. Use bid adjustments to fine-tune your bidding strategy and ensure your ads are shown to the right people at the right time.

Monitor and Optimize Regularly

Regularly review your campaign performance and make adjustments as needed. Look at key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) to identify areas for improvement. Continuously test different bidding strategies and make data-driven decisions to optimize your campaigns.

Utilize Portfolio Bid Strategies

Portfolio bid strategies allow you to manage multiple campaigns with a single bidding strategy. This approach helps you optimize across campaigns and allocate budget more effectively. For example, you can set a target CPA for a group of campaigns to ensure they collectively achieve your conversion goals.

👉 Choosing The Right Keywords For Google Ads In 2023