New to Google Ads? Let’s talk bidding strategies.

What they are and how/when to use them.

Google offers several bidding strategies that all behave differently, and perform better in certain scenarios.

The primary ones are:
– Maximize conversions
– Maximize conversion value
– Target CPA
– Target ROAS
– Manual CPC

For nonbrand search campaigns, start by using maximize conversions or maximize conversion value to collect some initial data for your ad groups.

This forces the campaigns to spend their daily budget, which is important for new campaigns that are just getting started.

After you’ve gotten enough conversions, switch to Target ROAS or Target CPA.

Usually 15 conversions is enough data, but depending on how many ad groups you have initially, you can sometimes get away with less.

Target ROAS and Target CPA behave like cost caps on Facebook Ads.

They aim to spend your budget if they hit their efficiency targets.

If they don’t hit the targets you’ve set, they won’t spend.

Want to scale them? Then you’ll have to accept a lower Target ROAS or a higher CPA.

If your goal is efficiency, user either Target ROAS or Target CPA.

Goal is scale? Maximize conversions or maximize conversion value might be a better option.

Keep an eye on your CPCs.

If you try to spend too much, CPCs will rise without generating additional revenue.

Use manual CPC bidding for branded search.

Other bidding strategies often drive up the CPCs because of how they work.

Manual CPC keeps the costs lower for the same coverage.

Brands with a lot of cold top of funnel traffic (TV) should experiment beyond Manual CPC.

In my free course, “Learn Google paid search advertising for Shopify stores”, I have several videos that cover bidding strategies.

Here are the videos (with examples):