In this video you're going to learn how to use
different Google Adwords bidding strategies
to meet your advertising objectives.
We'll cover manual bidding automatic
bidding and the flexible bidding strategies
when it comes to our Google Adwords campaigns.
We can choose from a manual bidding strategy
where we set the maximum we want to spend
on any given click
or we can use an automated bidding
strategy which is designed
to achieve a particular result based
on our campaign objectives.
So let's take a look at these.
First off for our search campaigns
we can select from a range of different bidding
strategies beginning
with manual CPC.
This is again where we set the maximum
we want to spend on any given click
within the campaign.
We actually set a default bid at the
at group level
but we also have the ability to set our
own manual bid at the individual
keyword level as well.
For example we could select to
increase our bid on particular keywords
and decrease them on others.
Then we have the automated bid strategies
starting with Target search page location.
This allows you to set the objective
of trying to reach the top of the page
results. When people are searching on Google.
Next we have target CPA
which has target cost per acquisition.
This is basically defining the amount we
want to spend on a particular conversion
action.
Once someone has travelled through to our website
This allows us to move from a CPC
bierde to an acquisition bid for
example rather than spending a dollar a click.
We could now say that we want to spend ten
dollars on a lead on our website.
The CPA bidding option does require
that we use conversion tracking so you will
want to check out my other resources
for actually tracking conversions
for our Google Adwords campaigns.
Then we have target are
away switches for return on
advertising spend.
This also requires the use of
conversion tracking in order to use
this bidding strategy.
What it does is it allows us to put in a percentage
that we want to see on top of the amount
we're spending inside Google AdWords.
For example if we put in 500
percent that would mean we want to see five
dollars for every dollar spent within our campaigns.
Next up we have target outranking
share. This is ideal if you do have
a particular competitor that you'd like to
appear above inside the paid
results. So what we do is we enter
the domain name for that particular competitor
and the system will try
and automate our bidding so that we
outrank them as they're competing
for advertising space on Google.
We also have maximized clicks which is the
default bid strategy if you're creating a
new campaign this will try
and receive the maximum number of clicks
possible within your daily spend
amount.
Then there's maximize conversions.
This allows us to again use
the conversion tracking we have already configured
inside Google AdWords to try
and achieve the most number of conversions possible.
Again this is going to automatically bid for
us.
We also have enhanced CPC
which is quite similar to the maximize
conversions bid strategy
but with enhanced CPC you do have
the flexibility of setting individual
bids at the AG group
and the individual keyword levels for your
search campaigns.
So they're all of the different bidding strategies
that we have the search.
Next we have bidding strategies for
display.
So we do have some that overlap.
We do for example have manual CPC
as we had in search as well as Target
cosper acquisition
and target return on advertising
spend as well as the maximize
clicks bidding option.
But we can also see here we have the addition
of bidding on a viewable CPM
this is where the impression
for our display ad needs
to be viewable for example above
the fold as someone's browsing through
a display network site.
So what this allows us to do is set the
maximum we want to spend for a thousand impressions
so CPM is cost per thousand impressions.
The amount we want to spend on those impressions
for our particular campaign so I can
say that is at the aggregate level.
So let's jump into our Google
Adwords account and look at how we
actually set up these bidding strategies
for our campaigns.
So now I am inside my demo
account and I can say I have a display campaign
and a search campaign.
I can now click on search.
And settings
and scrolling down I can see the bid
strategy for this particular
campaign. So for my search campaign
its maximized clicks I can now
click on edit.
And I can see for my maximize
clicks bidding strategy I have
some additional options so I can actually enable
enhanced cost per click for this
bidding strategy as well as set
a maximum cap amount.
So basically if we were to select enhance
CPC what this will do is
will automatically adjust our bids.
If a conversion is more likely.
So what this means is it's going to automate
our bids based on that conversion data
coming into Google AdWords.
And also if we were to use Macs most clicks
I would suggest setting a maximum cap
because otherwise there is no limit
to the amount that a particular click will cost
for the campaign.
Now if I wanted to change strategies I can just click
on change
and then selecting from the dropdown.
I can see all of the options that we've talked
about so from targeting search
page location.
So where we're peering inside search results
through to the options like CPA
roic which rely on
the conversion tracking as well as the
other automated bidding strategies
and manual is down the bottom there.
So you can then select the bits you'd like to
use and click on save.
And this will now be applied to the
particular campaign.
We can also of course change the strategy
for our display campaign.
So just clicking through on display
and then scrolling down I can see the current
strategy.
And I do have the option of changing that
to the other strategies available for
our display campaigns.
So that's how we can change the bid strategy inside
our Google Adwords account.
Since we're talking about bidding I also wanted
to touch on a couple of topics that can
impact the final amount you're spending
inside your Google Adwords campaigns.
First we have big adjustments.
These actually manipulate the final
bid amount.
When the ad auction takes place for Google
Adwords we can see I mean
the settings tab
and I have selected devices
and the big adjustment column is currently
set to blank so two little dashes.
And what this is saying is that the bid is actually
the same across all the different devices
people are using.
But we do have the option to actually modify
the bit adjustment.
For example if we were using manual
CPC and our default bid was
a dollar the final bit amount for
someone on a mobile device would actually be
a dollar 25 because we have adjusted
up by the additional 25
percent.
We can also make adjustments based
on peoples geographic location
location but adjustment means that we
can increase
or decrease our bid if someone
is located in a particular area.
This is great for local businesses
or stores.
There is also the option to adjust your
bids based on time of day
using ads schedule.
Some of these big adjustments won't be available
if you are using an automated bidding
strategy other than maximize clicks.
So just keep an eye out for example if you
are using target return on advertising
spend then the only bit adjustment that you can
make is negative a hundred which will basically
prevent your ads from displaying on
that particular device.
Its also important to understand that our bidding
strategy will work alongside
our daily budget amount that we have set for
the particular campaign.
So daily budget is the actual
amount that we're spending for the campaign.
It's important to highlight that the actual daily
spend can vary by up to an additional
20 percent on any given
day. This has to account for fluctuations
in search and impressions across the display
network.
Just to highlight though you'll never spend more than
thirty point four times your
daily budget amount in a calendar
month. As long as you don't modify that budget
and the daily budget amount is set at the campaign
level or the shared library this is an
option if you want to use an individual budget
across multiple campaigns.
So just remember that when you're setting your
bids this will work inside
your daily budget amount.
So that's how you can use the different bidding
strategies.
Tell me how you're using bidding strategies.
Let me know and leave your tips in
the comments below.
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