One you have set up your ad campaigns, and have tracking in place, it is time to start bidding. Remember, your ability to rank in Google Ads depends on how you bid. While your bid amount will depend on your budget and goals, there are a few strategies and bid settings you should be aware of when launching your paid campaign.
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You have two options when it comes to bidding on your keywords – automated and manual. Here’s how they work:
Automated bidding puts Google in the driver’s seat and allows the platform to adjust your bid based on your competititors. You can still set a maximum budget, and Google will work within a range to give you the best chance at winning the bid within those constraints.
Manual bidding let’s you set the bid amounts for your ad groups and keywords, giving you the chance to reduce spending on low performing ads.
Bidding is done manually by default, but it is also possible to choose a bidding strategy. Manual bidding can be based on clicks (CPC) or viewable impressions (CPM).
Target CPA: Google determines the bids itself and optimizes them based on the specified Target CPA. This means that Google tries to generate as many conversions as possible within the given target CPA bid.
Target ROAS: With this bidding strategy, Google tries to generate the highest possible conversion value within the specified target ROAS percentage (Return on ad delivery)
Maximize clicks: Google makes sure that as many clicks as possible on the ads are generated within the specified budget. This bidding strategy is well suited for campaigns aimed at brand awareness and brand consideration. With the use of this bidding strategy, the number of conversions and/or conversion value are not taken into account.
Visible CPM: This has historically been the most widely used display campaign bidding strategy. With this bidding strategy, Google ensures that the ads are shown as much as possible. Just like maximizing clicks, it doesn’t look at the number of conversions and/or conversion value, but it doesn’t look at the number of clicks either. Because it is a well-known fact that advertisements from display campaigns are rarely clicked, this bidding strategy is very suitable for more brand awareness and brand consideration.
Branded terms are those with your company or unique product name in them, like “Heineken beer”. There is much debate on whether to bid on your branded terms that will likely yield organic results could be seen as a waste of money.
On the other side, bidding on these terms gives you domain over these search results pages and helps you convert prospects that are further along the flywheel. For instance, if I have been doing research on live chat tools and am heavily considering Heineken beer, then a simple search for “Heineken beer” will yield exactly the result I’m looking for without the effort of scrolling.
The other argument in favor of bidding on your branded terms is that competitors may bid on them if you don’t thereby taking up valuable real estate that should belong to you.
If the idea of spending money to convert prospects into leads makes you uneasy, then you can set a CPA instead and only pay when a user converts into a customer. While this bidding strategy could cost more, you can take comfort in knowing that you only pay when you acquire a paying customer. This strategy makes it easy to track and justify your ad spend.
Hire a Google Ads specialist for excellent Google Ads Bidding Strategies.
Herman Geertsema is the owner and Google Ads specialist of Connect your World in Den Haag.
Met meer dan 10 jaar ervaring met SEO en meer dan 15 jaar ervaring als content marketeer huurt u als opdrachtgever een zeer ervaren kracht in. Daarnaast is Herman Scrum en Lean Sigma gecertificeerd. Bent u op zoek naar een projectmanager voor online marketing projecten met veel inhoudelijke kennis, dan bent u bij Herman aan het goede adres. In 2018 kwam Herman zijn droom uit en startte hij zijn eigen SEO en Content Marketing bureau Connect your World in Den Haag. Herman helpt u om meer klanten en omzet uit uw website te halen en uiteindelijk om meer winst te behalen. Dit doet hij door het toepassen van on page SEO en off page SEO technieken, waarin goede content en linkbuilding centraal staan. Herman is lid van de Sales Marketing Group (SMG), een kennis en opdrachten netwerk voor marketing professionals. Er is daardoor ontzettend veel kennis beschikbaar om u te ondersteunen met uw online marketing activiteiten. Laten we eens bellen tel. 06-41226543 om met elkaar kennis te maken. U kunt ook een mail sturen naar info@connectyourworld.nl om een afspraak te plannen. Herman Geertsema, SEO specialist Den Haag
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