The goal for your marketing or advertising campaign can be used to determine the Google Ads bidding strategy that would work best to achieve that goal. Different bidding strategies can be utilized to produce the best results and increase the overall return on investment.
Advertising Campaign Goals
Encourage Actions to Occur on Website
When the goal is encouraging actions to occur on your website, using smart bidding can create a focus on increasing total conversions. By using conversion tracking, you are able to see what occurs after the initial interaction is made with your ad.
- Target Cost-per-Action (CPA)
- Helps to increase conversions while targeting a specific CPA.
- Target Return on Ad Spend (ROAS)
- Helps to increase conversion values while targeting a specific ROAS.
- Maximize Conversions
- Used to optimize for conversions.
- Allows total budget to be used instead of a specific CPA being targeted.
- Maximize Conversion Value
- Used to optimize for conversion values.
- Allows total budget to be used instead of a specific ROAS being targeted.
- Enhanced Cost-per-Click (ECPC)
- Allows manual bids to be automatically adjusted to maximize conversions.
- An optional feature that is used with Manual CPC bidding.
When the goal is to generate traffic to your website, using CPC bidding can create a focus on increasing the number of clicks to your website.
- Maximize Clicks
- Allows bids to be automatically adjusted to maximize total clicks once an average daily budget is set.
- Manual Cost-per-Click (CPC) Bidding
- Allow maximum CPC bids to be manually adjusted for each ad group within a campaign or the individual keywords or placements.
- Budgets can be increased for any keywords or placements that have shown to be most valuable or profitable.
Increase Brand Awareness
When your goal is to increase brand awareness and visibility, multiple strategies are available to create a focus on the total number of impressions your ad receives.
- Target Impression Share
- Allows bids to be automatically adjusted to allow your ad to be shown at the top of the page or anywhere on the Google search engine results page.
- Cost per Mile or Cost per Thousand (CPM)
- Bid amounts are based on the total number of impressions or times your ad is shown on the Google Display Network or YouTube.
- The CPM bidding strategy is also valuable for video ads with the goal of increasing views or interaction.
- Allows bids to be automatically adjusted to maximize the reach an ad receives.
- Bid amounts are based on the average amount for every thousand impressions an ad receives.
- Allows bids to be manually adjusted to increase awareness.
- Bid amounts are based on the highest amount you want to pay for every thousand viewable ad impressions on the Google Display Network.
Just like the lights on a photoshoot, these bidding strategies showcase your ad campaign and make sure it can be seen.
Increase Video Ad Views and Interaction
When your goal is to increase the number of views a video ad receives and encouraging interaction, Cost-per-View (CPV) bidding can be beneficial to achieving that goal.
- Cost-per-View (CPV)
- Bid amounts are based on the highest amount you want to pay for each time a video is viewed or interacted with.
- For videos over 30 seconds long, a view is counted when 30 seconds or more of a video is watched.
- For videos under 30 seconds long, a view is counted when the full video is watched.
One location video ads can be shown is YouTube. These ads are typically placed before the start of a video, midway through, and/or at the end.
Get in touch with our team of PPC management experts today for your free consultation!