For example, let’s say you run a local grocery store that competes with larger stores.
An impression share strategy can help ensure that your brand remains visible for crucial searches. If you want your ad to appear 100% of the time for searches related to your brand, setting your target impression share to 100% is intended to achieve this visibility.
Advantages of Target Impression Share Bidding
- Its objective is to increase the shop probability that your ad appears in the desired position, thus enhancing brand presence.
- Allows you to implement precise targeting based on where you want your ads to appear in search results
Target Impression Share Bidding Limitations
- This strategy may not fit the objectives of all campaigns, especially those that do not focus on brand visibility.
- It can lead to higher costs in competitive markets to maintain desired impression share, impacting budget efficiency.
Maximize Clicks is an automated Google Ads bidding strategy that attempts to get as many clicks as possible within a specified budget. This strategy is ideal if your primary goal is to drive traffic to a website.
How Maximize Clicks bidding works
When you select to maximize your bid per click, Google Ads automatically sets your bids to attract the highest possible clicks within your average daily budget.
For example, if you have a seasonal promotion, using click maximization can help you drive significant traffic to your offer page without exceeding your budget.
Advantages of Maximize Clicks Bidding
- Use your budget effectively to increase the total number of visits to your website
- Provides the option to set a maximum CPC bid limit to avoid overspending per click
- Ideal for campaigns with the primary goal of driving traffic, requiring less hands-on tweaking and monitoring
Maximize Clicks Bidding Limitations
- Prioritizes increasing click volume potentially at the expense of click quality, which may not align with specific conversion value or goals
- It may attract clicks from less relevant audiences, leading to lower conversion rates
- If you don’t set a maximum CPC bid limit, you could pay more per click than expected, which would affect cost efficiency.
Cost Per View (CPV) Bidding
CPV bidding is ideal for video ad campaigns where engagement, such as views or interactions, is the primary goal. It is especially effective for campaigns that increase product or brand awareness through video content.
In CPV bidding, you pay for video views and interactions, such as clicks on call-to-action (CTA) overlays , cards, and companion banners.
For this bidding strategy, Google Ads counts a view when someone watches 30 seconds of your video ad (or the entire duration if it’s less than 30 seconds) or interacts with the ad. This method allows you to set the maximum price you’re willing to pay for a view when setting up your video campaign.
How CPV bidding works
- You decide to advertise on a platform like YouTube, where CPV bidding is commonly used
- You target your ad to local viewers who have shown interest in your product or service. Let’s say it’s baking, cooking shows, or cake decorating.
- You set a CPV bid, which means you’ll pay every time someone watches a significant portion of your video
- Because your video is engaging and showcases the quality and artistry of your cakes, viewers who watch it are more likely to be interested in visiting your bakery.
- You only pay when someone watches or interacts with your video for 30 seconds, making it a cost-effective way to ensure your ad is seen by potential customers.
Advantages of CPV bidding
- Ideal for campaigns where video engagement is more valuable than clicks to a website
- It helps you manage your budget effectively, as you set the maximum amount you are willing to pay per view or interaction.
- Provides video ad reporting with data on how viewers interact with your content
Limitations of CPV bidding
- Less suitable for campaigns where the primary goal is to drive traffic to a website rather than engage with video content
Tips for bidding on Google Ads
Adjust your bids and test automated strategies to improve your Google ads. Here are some practical methods and tools to improve targeting and campaign effectiveness.
Using bid adjustments
A bid adjustment is a percentage change applied to your bids, giving you the flexibility to bid more or less in certain situations.
Bid adjustments allow you to modify your bidding strategy based on specific factors such as device type, location, and time of day. This customization allows you to allocate your budget more effectively, increasing bids in scenarios where your ads perform best.
For example, let’s say you’re running a campaign for a coffee shop.
You notice that your ads are getting more clicks during the early morning hours. You could set a bid adjustment to increase your bids by 30% from 6 a.m. to 10 a.m., thereby increasing the chances of your ad appearing during this peak time.
Types of bid adjustments include:
- Device : Adjust bids for different frequently asked questions on our article on “what is seo devices such as computers, tablets, or mobile devices
- Location : Modify bids for ads served in specific geographic areas
- Ad scheduling : Change campaign bids during certain days or hours
- Targeting Methods : Apply adjustments for topics, locations, and other targeting methods across the Display and Search Networks
- Remarketing lists for search ads : Adjust bids for users on specific lists to optimize remarketing campaigns
- Interactions (Call Adjustments) : Increase mobile bids to improve the frequency of call interaction ads
- Demographics : Tailor bids based on demographics such as gender, age, and household income.
To add a bid adjustment, click ” Campaigns ” > ” Audiences, keywords & content ” in your Google Ads account.
Select the item you want to modify from the drop-down menu. In this case, we chose ” Locations “.
Click the pencil icon under the “Bid Adjustment” column to edit the bid adjustment.
Set a percentage increase or decrease and click ” Save .”
Experiment with Automated Bidding
Testing automated bidding helps you b2c phone list focus on maximizing conversions or conversion value. This method saves you time and uncovers opportunities—such as optimal bid amounts and valuable audience segments—that you might miss with manual bidding.
Semrush’s PPC Keyword tool can help you refine your keyword targeting and set up negative keywords to optimize automated bidding with a well-targeted set of targeted keywords.