Choosing the right bid strategy for Google Search Ads depends on your campaign goals, budget, and competition. Here’s a breakdown of the best bidding strategies based on different objectives:
1. Maximize Clicks (Best for Traffic & Awareness)
✅ Use When:
- You want to drive more visitors to your website.
- You have a large audience and need broad reach.
❌ Avoid If:
- You need high-quality leads instead of just traffic.
- Your budget is limited and you want more control over CPC.
💡 Tip: Set a maximum CPC limit to avoid overspending.
2. Target CPA (Best for Lead Generation & Conversions)
✅ Use When:
- You want to generate more leads/sales while controlling cost per acquisition (CPA).
- You have conversion tracking set up.
❌ Avoid If:
- Your campaign doesn’t have enough conversion data (Google recommends at least 30 conversions in the past 30 days).
💡 Tip: Start with a higher CPA target, then adjust based on performance.
3. Target ROAS (Best for eCommerce & Profit Maximization)
✅ Use When:
- You sell products online and want to maximize revenue.
- You track conversion value (e.g., purchase amounts).
❌ Avoid If:
- Your campaign doesn’t have enough conversion data (Google recommends at least 50 conversions in the past 30 days).
💡 Tip: Set a realistic ROAS target (e.g., 300-400%) based on past performance.
4. Maximize Conversions (Best for Quick Sales Growth)
✅ Use When:
- You want as many conversions as possible within your budget.
- You have a flexible CPA and don’t mind higher CPCs.
❌ Avoid If:
- Your budget is small, as this strategy might lead to higher CPCs.
💡 Tip: Use this strategy only if you’re tracking conversions accurately.
5. Manual CPC (Best for Control & Budget Management)
✅ Use When:
- You want full control over your bids for each keyword.
- You have a specific budget and need to optimize CPC manually.
❌ Avoid If:
- You don’t have time to monitor and adjust bids frequently.
💡 Tip: Enable Enhanced CPC (ECPC) to allow Google to adjust bids for higher conversion chances.
6. Enhanced CPC (ECPC) (Best for a Balance Between Manual & Automated Bidding)
✅ Use When:
- You want manual CPC control, but also let Google adjust bids for better conversions.
- You’re transitioning from manual to automated bidding.
❌ Avoid If:
- You prefer full manual control over bids.
💡 Tip: Test ECPC vs. Smart Bidding to see which works better for your campaign.
7. Impression Share (Best for Brand Awareness)
✅ Use When:
- You want your ad to appear at the top of search results as often as possible.
- You’re running a brand awareness campaign.
❌ Avoid If:
- You want leads or conversions, as this strategy prioritizes visibility over clicks/conversions.
💡 Tip: Set a target impression share (e.g., 90% for brand dominance), but monitor CPCs to avoid overbidding.
Which Bid Strategy Should You Use?
| Campaign Goal | Best Bid Strategy |
|---|---|
| More Traffic | Maximize Clicks |
| More Conversions | Target CPA or Maximize Conversions |
| Higher Revenue (Ecommerce) | Target ROAS |
| Full Bid Control | Manual CPC or Enhanced CPC |
| Brand Awareness | Target Impression Share |
Would you like help setting up your bid strategy for better performance? 🚀