Friday, 4 November 2016

Bidding strategy

November 04, 2016

(1)About Manual  bidding: about Manual CPC bidding:

With Manual CPC bidding, you can fine-tune your maximum CPC bids to help control the cost and volume of clicks on your ads. Manual CPC bidding could be a good choice for you if your campaign fits this description:
  • You'd like to control maximum CPC bids for individual ad groups, keywords, or placements.
  • You're mainly interested in increasing website traffic, not necessarily brand awareness.
  • You don't need to reach a target budget every month. (If you do need to reach a target budget, Maximize Clicks may be a better choice.)
  • Your campaign targets the Search Network, the Display Network, or both.
If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, Maximize Clicks is probably a better fit for you.


Although your website sells a wide range of art supplies, you're most interested in selling paint brushes. With Manual CPC bidding, even if your ad group has 15 keywords, you can choose to set a higher bid for only the keyword "paint brushes," which will apply whenever that keyword triggers your ad.

(2)About automated bidding:

Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business. This article outlines the 6 different types of automated bid strategies and when to use them.

Before you begin

If you’d like to automate your bidding for a Shopping campaign, read About automated bidding for Shopping campaigns.


Let’s say you want to maximize conversions across your campaigns but don’t have the time to set an individual max. CPC for each individual keyword. By adding those keywords to a portfolio Target CPA bid strategy and setting a CPA goal you want to hit, you allow AdWords to automatically optimize bids across keywords using advanced machine learning to get you more conversions within your performance target.

Types of automated bid strategies:

GoalBid strategyRange
Increase site visits.
Increase clicks on low-traffic terms while keeping within a certain spend.
Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget. 
Maximize Clicks is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns, ad groups and keywords.
Learn more about Maximize Clicks.
Campaigns, ad groups, keywords
Increase visibility on the first page of Google search results or in the top positions.
Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.
It's only available as a portfolio bid strategy on the Search Network.
Learn more about Target Search Page Location.
Campaigns, ad groups, keywords
Get more visibility than other domains in search results.
Target Outranking Share: You choose a domain you want to outrank in search results and how often you want to outrank it, and AdWords automatically sets your Search bids to help meet that target.
It's only available as a portfolio bid strategy.
Learn more about Target Outranking Share.
Campaigns, ad groups, keywords
Get more conversions with your target CPA.
Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target.
Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups.
Target CPA bidding was previously referred to as “Conversion Optimizer.”
Learn more about Target CPA.
Campaigns, ad groups
Increase conversions while staying in control of your keyword bids.
Enhanced cost-per-click (ECPC) automatically adjusts your manual bids to try to maximize conversions.
ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy. It is fully compatible with third-party bidding systems, including those that automate your bids.
Learn more about Enhanced CPC.
Learn more about ECPC for Shopping campaigns.
Campaigns, ad groups
Meet a target return on ad spend (ROAS) when you value each conversion differently. 
Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target.
It's only available as a portfolio bid strategy.
Learn more about Target ROAS.
Campaigns, ad groups, keywords

The power of AdWords Smart Bidding

Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search.
For more information on how AdWords Smart Bidding works, download our guides for Search and Display.

About CPV bidding :

About CPM bidding :

About  Target CPA bidding :

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