Google Ads Bidding Strategies Explained
Apr 22, 2022You need to use the CORRECT Google Ads Bidding Strategy otherwise your Google Ads Campaign will never be successful!
Using the correct bidding strategy in your Google Ads campaign can be the difference between your Google Ads campaign making your business lots of money.
While using the wrong bidding strategy can turn your Google Ads campaign into a Google donation - where you are wasting your money by paying for clicks but getting no sales or conversions.
In this video I am going to:
- Explain the different types of Google Ads bidding strategies
- Which types of campaigns you can use them on
- But more importantly when you use each type of Google Ads bidding strategy
- Plus I will show you how you can either set up these strategies on a new campaign or change them on an existing Google Ads campaign.
There are 3 main types of Bidding Strategies which focus on:
- Impression Share
- Clicks
- Conversions
For new accounts which do not have any conversion data yet, I recommend that you start with the 'Maximize Clicks' bidding strategy before moving to 'Maximize Conversions'.
The Reason for why you should use the maximise clicks - instead of maximise conversions - for new accounts, is because before you have any conversions registered in your Google Ads account I have found you get better results through setting maximize clicks and then:
- Completing Search term audits to add extra negative keywords every 72 hours (3 days)
- Adding as many audience groupings as possible so that you have at least 50% of your impressions and clicks coming from added audiences.
- Running manual split testing of Ad copies see which ads produce the highest CTR and then highest conversion rates
By doing the above it means that you:
- Stop Google from testing any search keyword themes that you know will not be profitable - before Google wastes too much of you budget. Remembering that Google has now switched to a meaning based keyword targeting which means exact match keywords don’t function like they used too (I will share a link at the end of this video - where I teach more on this important topic)
- Start to see which audiences & demographic groups are responding best to your ads, so you can add extra bid optimisations to focus more budget on these successful audiences.
- That you are seeing very quickly which ads are giving you the highest CTR & conversion rates - as Google needs at least 5,000 impressions in 30 days - to be able to completely test a single ad
So The above steps speed up & assist Google in its automated learning to find the best types of searches & users that will buy your product or order your service.
That is when we can then use the next type of Bidding strategy which is Maximise Conversions.
