Overview of 4 Traditional Google Ads Bidding Strategies

Google Ads bidding strategies, including Maximize Clicks, Maximize Conversions, Maximize Conversion Value, and Target Impression Share should act as enablers, executing and refining your tactical approach in the digital advertising space across Search, Display, Shopping, Performance Max, and App campaign types.

1. Maximize Clicks

An often overlooked strategy, Max Clicks is great for getting the most credible clicks at the cheapest cost per click (CPC). Brand protection and general high keyword relevancy ad groups are perfect uses. This strategy is also a good starting point to launch a new campaign idea across all types. 

2. Maximize Conversion

Typically used in lead generation accounts with a strong click-to-call or lead form conversion signal, Max Conversion uses past conversion signals to target ads to searches that are most likely to perform one of your assigned conversion actions. 

3. Maximize Conversion Value

Max Conversion Value is an e-commerce conversion action with a transaction variable attached to a purchase conversion event. Similar to Max Conversion, this strategy will attach to prior conversion value signals to generate the most conversion value or revenue with the allocated budget. 

4. Target Impression Share

I know — it’s a competitive advertising environment out there. Sometimes, you need a strategy to capture as many eyeballs as possible. With Target Impression Share, you have the option to set a specific percentage of the absolute, top-of-page, or total impression share. 

Don’t ignore budgeting here, as there will be an incentive to capture 100% of the impression share at a high budget. Use this to out-impression your competition and generate awareness for your brand

When synchronizing the above Google Ads bidding strategies with your marketing goals, it’s important to create a harmonious relationship that adapts to the ebb and flow of consumer behavior. For instance, during seasonal peaks or market shifts, you need to adjust your bidding strategies accordingly. But doing this manually can be time-consuming and, frankly, confusing if you’re not an expert in the space. 

Fortunately, there’s a solution for that.

Have You Tried Google Ads Smart Bidding?

Smart bidding options, such as Target Cost Per Acquisition or Target Return on Ad Spend, enable your ads to respond dynamically to changes, optimizing for conversions and cost-effectiveness in real time.

Target Cost Per Acquisition (CPA)

Want conversion results at a fixed cost per acquisition? Target CPA is your best bet. 

*Note: Make sure to set a budget 10x your Target CPA. This will allow the machine learning to do what it does best and deliver consistent results.

Target Return on Ad Spend (ROAS)

Want the most bang for your buck out of e-commerce campaigns? Set a Target ROAS with a scaled budget to ensure maximum revenue at a return that makes sense for your business. 

Want to Find Out Which Bidding Strategy Is Best? 

Listen to our “Marketing in Minutes” podcast episode, where Spencer, our Director of Paid Media, talks with Kolby about how to align your strategy with your goals.

The Secret Sauce to a Successful Bidding Strategy

As a final takeaway, your Google Ads bidding strategy will only be successful if you understand and execute the following elements (no matter which strategy you choose — manual or automated): 

• A tactical approach
• Economic indicators 
• Consumer sentiments

A tactical approach follows your overall marketing goals: what words are your buyer personas searching for, and what message do you want to deliver them? That being said, tactical approaches must be used in conjunction with large shifts in your overall competitive environment.

Tying macroeconomic shifts into our bidding strategies can allow us to scale quickly, providing the best signal possible for the platform. Take the keyword [decking companies] into consideration and think when consumers are researching new decks. Assuming that this will start scaling in springtime, migrating your bid strategies and scaling your budget then will provide the best possible scale and long-term growth. Inversely, in the winter months, budgets or smart bidding strategies can be scaled to protect from overspending and underperforming.

An intimate understanding of your target market and buyer personas is key. Without it, no bidding strategy can reach its full revenue potential. Whether this means you need to conduct customer interviews or dive a little deeper into your buyer persona creation, your time spent refining their goals, challenges, and unique behaviors will be worth it.