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What are the different bidding strategies available and which one should I use?

Welcome to the world of Google ads! After setting up your campaign, you now need to make a crucial decision: which bidding strategy should you use? Don't fret; we're here to guide you through the different options and help you make the best choice for your goals.

Bidding CPC

Understanding Bidding Strategies

In Google Ads, bidding strategies determine how you pay for ad placements and optimize your bids to achieve specific campaign objectives. Let's dive into the various bidding strategies available and explore when to use each one.


Manual CPC Bidding: Take Control of Your Costs

With manual CPC (cost-per-click) bidding, you set the maximum amount you're willing to pay for each click on your ad. This bidding strategy gives you full control over your bids, allowing you to adjust bids for individual keywords or ad groups based on performance.


If you're just starting out with Google Ads and want more control over your budget and bids, use manual CPC bidding. It's also ideal for campaigns with specific keyword targeting or those focused on driving traffic to your website.


Enhanced CPC Bidding: Let Google Optimize for Conversions

Enhanced CPC (ECPC) bidding is a semi-automated strategy that adjusts your manual bids in real-time to maximize conversions. Google's machine learning algorithms analyze various factors to optimize bids for conversions.


If your primary goal is to increase conversions, consider using enhanced CPC bidding. It's suitable for campaigns with conversion tracking set up and sufficient historical data to optimize bids effectively.


Target CPA Bidding: Optimize for Cost-Per-Acquisition

Target CPA (cost-per-acquisition) bidding sets bids to help you get as many conversions as possible at your target cost-per-acquisition. Google Ads uses historical data to predict the likelihood of conversions and adjust bids accordingly.


If your main goal is to maximize conversions while maintaining a specific cost per acquisition, Target CPA bidding is the way to go. Use it for campaigns with well-defined conversion actions and a target cost you're aiming to achieve.

Target Bidding

Target ROAS Bidding: Maximize return on ad spend

Target ROAS (Return on Ad Spend) bidding optimizes bids to maximize revenue or conversion value while reaching your target ROAS. This strategy is ideal for advertisers focused on driving revenue or maximizing the value of each conversion.


It's best to use Target ROAS bidding when your primary goal is to maximize the return on your ad spend. It's suitable for e-commerce businesses or campaigns focused on driving high-value conversions.


Maximize Clicks Bidding: Get More Clicks within Your Budget

Maximize Clicks bidding automatically sets bids to get as many clicks as possible within your budget. It's a good option if your primary goal is to drive traffic to your website and increase brand awareness.


If you're looking to increase website traffic and visibility without focusing on specific conversions, Maximize Clicks Bidding can help you achieve that. Use it for campaigns aimed at building brand awareness or driving traffic to landing pages.



Choosing the right bidding strategy is essential for the success of your Google Ads campaign. Consider your campaign objectives, budget, and level of expertise when selecting a bidding strategy. Experiment with different strategies, monitor performance closely, and adjust your bids accordingly to achieve the best results.


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