If you’re running ads on Google, you probably know that bidding is a huge part of the game. Your bid strategy determines how much you’ll pay for each click, conversion, or impression, which can drastically affect your ad performance and budget. But here’s the thing—if you’re not seeing the results you want, it might be time to adjust your bid strategy.
In this guide, we’ll walk you through why and how to change your bid strategy in Google Ads. Whether you’re looking to boost traffic, generate leads, or improve your ROI, changing your bid strategy can be a game-changer.
Why Bid Strategy Matters in Google Ads
Before we jump into the “how,” let’s first talk about the “why.” If you’re just starting with Google Ads, you might be wondering why bid strategies matter so much. The reason is simple: your bidding strategy controls how your budget is spent and how your ads compete in the Google Ads auction.
Google Ads offers a variety of bidding options designed to help you meet your unique goals, whether it’s increasing traffic to your website, getting more conversions, or improving your return on investment (ROI). Your bid strategy will impact how much you pay for each click or conversion, and can directly affect the success of your campaigns.
When you pick the right bid strategy, your ads will be more effective, you’ll spend your budget more wisely, and your business will achieve its goals faster. But, just as importantly, your strategy needs to evolve over time as your business grows or as your goals change.
So, let’s dive into the different bid strategies Google Ads offers, and how to change yours when the time comes!
Different Google Ads Bid Strategies (and When to Use Them)
Google Ads offers a handful of bid strategies, each tailored to different campaign goals. Here’s a quick breakdown of the most common ones:
1. Manual CPC (Cost-per-click)
This is the most straightforward option where you set the maximum amount you’re willing to pay for each click. You control the bids at the keyword or ad group level.
When to use it:
- If you prefer manual control over your bids.
- If you want to focus on driving traffic to your website but don’t need Google to make decisions for you.
2. Enhanced CPC (ECPC)
This strategy is similar to manual CPC, but with a twist: Google adjusts your bids automatically based on the likelihood of a conversion, using its machine learning.
When to use it:
- If you want to keep manual control but still benefit from Google’s automatic adjustments.
- If you’re looking to increase conversions but still want to control the maximum bid.
3. Target CPA (Cost-per-Acquisition)
Target CPA is a fully automated strategy that focuses on getting as many conversions as possible while aiming for a specific cost per acquisition. Google adjusts your bids to reach that target.
When to use it:
- If you want to optimize for conversions and are comfortable letting Google automate bids.
- If your goal is to lower your cost per conversion while still getting the most bang for your buck.
4. Target ROAS (Return on Ad Spend)
Target ROAS focuses on driving the highest return on investment, not just getting clicks or conversions. Google adjusts your bids to help you hit a specific return on ad spend.
When to use it:
- If you want to optimize for revenue rather than just conversions.
- If your business is focused on high-value conversions, like e-commerce sales.
5. Maximize Conversions
With this strategy, Google does the work of adjusting bids to get as many conversions as possible within your budget. It’s all about driving more conversions for the money you’re spending.
When to use it:
- If you’re less concerned about exact cost per conversion and want to focus on volume.
- If you’re looking for an automated solution that maximizes results with minimal effort.
6. Maximize Clicks
If your goal is to get the most clicks possible for your budget, this is the strategy for you. Google automatically sets your bids to get as many clicks as possible within your daily budget.
When to use it:
- If you want to drive traffic without focusing on conversions.
- If you’re aiming to increase brand awareness or gather insights for future campaigns.
7. Target Impression Share
This strategy focuses on getting your ad shown as often as possible in the most prominent positions. You can set a target percentage for your impressions, like appearing at the top of the search results.
When to use it:
- If your goal is to maximize visibility rather than clicks or conversions.
- If you’re focused on brand awareness and need your ad to be seen by a large audience.
How to Change Your Bid Strategy in Google Ads
Now that you have a better understanding of the different bid strategies, let’s talk about how to actually change your bid strategy within Google Ads. Don’t worry; it’s easier than it sounds!
Step 1: Log In to Google Ads
First things first, you’ll need to log into your Google Ads account. Head to Google Ads and use your credentials to access your account.
Step 2: Choose the Campaign You Want to Adjust
Once logged in, go to the “Campaigns” tab on the left-hand sidebar. This is where you’ll find a list of all the campaigns you’re running. Select the campaign you want to change the bid strategy for.
Step 3: Click on Settings
After you’ve selected your campaign, you’ll see a menu of options across the top. Click on Settings, which will give you access to all the important details of your campaign.
Step 4: Change Your Bid Strategy
In the “Bidding” section, you’ll find an option to choose or change your bid strategy. It’s usually labeled as “Bid strategy” or “Change bid strategy.” Click the “Change” button.
Here, you’ll see a list of available bid strategies. Select the one that best aligns with your goals. Once you’ve chosen, click Save to confirm your new settings.
Step 5: Monitor and Adjust
Once your bid strategy is updated, keep an eye on your campaign’s performance. It’s important to give Google time to adjust and optimize its bidding strategy. Typically, it takes a few days to a week to see noticeable changes.
Check metrics like click-through rates (CTR), conversions, and cost-per-conversion to see if the new bid strategy is performing better than the old one. If it’s not delivering the results you want, don’t hesitate to tweak things again!
Tips for Making the Most Out of Your Bid Strategy
Changing your bid strategy can make a big impact, but you’ll want to approach it strategically to get the best results. Here are a few tips to keep in mind:
1. Ensure Conversion Tracking is Set Up
If you’re using a strategy focused on conversions, like Target CPA or Maximize Conversions, make sure you have conversion tracking set up. Without it, Google won’t be able to understand what counts as a “conversion” and will have a hard time optimizing your bids effectively.
2. Don’t Expect Immediate Results
Give the Google Ads system some time to adjust to your new bid strategy. It may take a few days or even weeks to see the full impact of your changes. Patience is key!
3. Align Your Strategy with Your Goals
Your bid strategy should always reflect your current goals. Are you looking to drive traffic, increase sales, or get more visibility? Make sure your bid strategy aligns with these objectives. If you’re not sure which strategy to choose, start with a clear goal in mind.
4. Track and Adjust Regularly
Even after your new bid strategy is running, regularly monitor your campaign performance. If something’s not working, adjust your bids or try another strategy. Remember, the digital landscape is constantly evolving, and your campaigns may need fine-tuning over time.
Wrapping Up
Changing your bid strategy in Google Ads can help you achieve better results by aligning your bidding approach with your goals. Whether you’re focusing on driving more conversions, getting clicks, or improving your visibility, selecting the right strategy is crucial to success.
Remember to start with a clear objective, monitor performance, and adjust your strategy as needed. With the right approach and a bit of patience, you’ll see your Google Ads campaigns performing at their best!
Ready to optimize your Google Ads campaigns? Start experimenting with your bid strategies today, and watch your business grow!
