Google Ads Bid Strategies Explained

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Google Ads Bid Strategies Explained:

➡️ Target CPA
Use it when you have a healthy number of conversions and you would like to improve the efficiency of your campaign. Set a Target CPA of a maximum of 10% lower than your last month's performance.

➡️ Target ROAS
The equivalent of Target CPA for eCommerce companies or companies measuring revenue. Use Target ROAS when you would like to improve the efficiency of your campaign.

➡️ Maximise Clicks
Use this strategy only when your objective is clicks (traffic). This strategy will lower your cost per click to generate as many clicks as possible but it will NOT optimise for conversions.

➡️ Maximise Conversions
This strategy will bid aggressively to generate conversions. Your cost per click will increase and most likely your cost per conversion will also increase. Use maximise conversions only if you are struggling to generate conversions.

➡️ Maximise Conversion Value
This strategy will bid aggressively to generate revenue. The system will optimise for conversions and conversion goals that generate the most revenue. However, the algorithm will NOT take into account your ROAS. Thus, your ROAS may decrease as a result of applying this bid strategy.

➡️ Target Impression Share
This is a visibility strategy. Apply it if your objective is to SHOW UP on the top Google results. Target Impression Share is mostly used for Brand or competitive campaigns.