Bidding Strategy in Google Ads

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Google ads consists of different types of bidding strategies where you need to select properly according to your campaign. It may be a bit difficult and confusing as what type of bidding strategy has to select. and how it works

Depending upon your campaign targeting and whether you want to focus on getting clicks, impressions, conversions, or views you can determine the bid strategy that suits you best

In this article we’ll help you to accomplish certain goals in advertising and choose your best bidding strategy

Google Ads Bidding Strategies

Cost per click ( cpc )

Cost per thousand impressions(CPM)

Target ROAS ( Return on Ad spent )

Maximize click

Target Search Page Location

Target Outranking Share

CPV Bidding (Cost Per View)

Target Impression Share Bidding

CPA Bidding strategy

If you want the customer to make certain action like filling up the contact form or else purchasing a product on the website. Then definitely you should focus on conversion tracking which means directly which will directly convert a customer into certain Acquisition Cost. It is the best bidding strategy.
 It allows you to bid directly for conversions, but your campaign must pass a few requirements to pursue the strategy. First, you must have conversion tracking enabled, second, your campaign must target the search network, display network, or both. Here are some useful scenarios where CPA bidding would be beneficial:

  • the campaign is direct response focused.
  • the campaign has a single, well-defined, end goal conversion, (download, purchase, sign up)
  • campaign conversion rate is relatively stable from week to week

CPC Bidding strategy

If you want to generate traffic for your website then the best bidding strategy to use is “Cost per click” focusing on clicks could be ideal for you.

If you aren’t well versed in Google Ads yet, this strategy isn’t your best bet.

CPM Bidding Strategy

Cost per Thousand Impressions, otherwise known as CPM, is bidding solely based on impressions.

This option is reserved for the Display Network and YouTube campaigns like TrueView and is not for use on the Search Network (for obvious reasons).

CPV Bidding

Cost-per-view bidding is strictly reserved for video advertising on Google Ads, and can be used on the TrueView video platform. Using CPV bidding, you pay for video views or interactions.

Interactions on the TrueView platform could be any of the following:

  • Call to action clicks
  • Overlay clicks
  • Cards
  • Companion banners

A “view” is determined by how long someone watches your video ad for, otherwise known as the duration. In this case, with CPV bidding, a view is counted when someone watches 30 seconds of your ad, or whenever they decide to engage!

Target Outranking Share

Target Outranking Share is another automated bidding tactic that’s perfect for competitor targeting on Google Ads.

You can choose a specific website or competitor that you want to outrank.

When your ads and your competitor’s ads are both displaying, Google will increase your bids to outrank their ads.

Google also will show your ads when your competitor isn’t showing up to give you better brand awareness

Target search page location

TSPL (Target Search Page Location) bidding is the strategy of letting Google automatically adjust your bids to always show your ads either:

  1. On the first page results of Google
  2. At the top of the first page of Google (1-4)

Maximize clicks

Maximize Clicks is an automatic bidding strategy based on your maximum daily budget.

Google Ads will attempt to drive the most clicks possible with your daily budget.

ROAS ( Return on Ad spent)

Target Return on Ad Spend is a bidding strategy that throws most for a loop.


Because it requires some math. Yes, math, the dreaded, awful subject that most marketers run from.

Unfortunately, math is important on this one.

Target ROAS is the bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want from your ad spend. This number is percentage based.

Let me give you a basic example:

On your next Google Ads campaign, you want to generate $10 for every $2 spent. To do the math, you follow this formula:

Sales ÷ ad spend x 100% = Target ROAS

Doing the math for my example above, here is what the Target ROAS would look like:

$10 in sales from campaign ÷ $2 ad spend (clicks) x 100% = 500% target ROAS

Easy enough, right?

Target Impression share bidding

Target Impression Share is a new bidding strategy released in late 2018 by Google Ads.

This smart bidding strategy is focused on brand awareness and helping you reach as many people as possible.

As an example, if you are looking to dominate impressions for specific keyword searches, like basketball shoes, you can ensure your ads show up 100% of the time on SERPs by selecting 100% as your target impression share

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