The document discusses different types of bidding strategies in Google Ads including manual CPC bidding, automatic CPC bidding, CPM bidding, and CPA bidding. It provides details on when each type of bidding is best used and considerations for each. It also discusses key metrics to evaluate like CPC, CTR, conversions, and provides tips on when and how much to raise or lower bids.

2. WHY USE MANUAL CPC
BIDDING?
WHY USE AUTOMATIC
CPC BIDDING?
 Cost-per-click bidding
is best used when
focusing on generating
clicks.
 Default Strategy
 Tightest Control Over
Budget
 Highest Level of
Granular Control
 Hit Budget Consistently
 Not Comfortable
Bidding Manually
 Less Time Managing
Account
 Goal: Increase Traffic

3.  Cost-per-mille (thousand impressions) bidding
is typically used to increase awareness and
visibility of ads.
 Why use CPM bidding?
 Remarketing Campaigns
 Ads Intended to Increase Awareness
 Using Placement Targeting
 Display Network (in General)
 Your Message is in the Ad Itself

4.  Cost-per-acquisition
bidding is an advanced
option that lets you bid
directly for conversions.
CPA Bidding Requirements
 Conversion Tracking
Enabled
 At Least 15 Conv. In Past
30 Days
 Consistent Conversions
For A Few Days
 Search and/or Display
Network Targeting
Why use CPA bidding?
 eCommerce
 High Volume Campaigns
 Heavy Focus on ROI
 Direct Response
Campaigns
 Well-Defined Conversion
Type
 Stable Conversion Rate

5.  Cost Per Click (CPC)
 Average Position
 Cost Per Conversion/Acquisition (CPA)
 Conversions or Converted Clicks
 Click-Through Rate (CTR)

6.  Additional metric to consider when working
with bids.
 Impr. share = impressions/est. eligible
impressions
 Eligibility based on:
 Targeting, bids, QS, etc.
 Example -When to raise bids
 Remember your advertising goals!

7.  Very subjective
Based around your important metric
Examples:
 Low CTR and Average Position
 Increased traffic
 Low Impression Share
 Use your Adwords knowledge

8.  Use percentage increments to lower bids.
 Aggressive Down Bid: -20%
 Standard Down Bid: -10%
 Conservative Down Bid: -5%
 Bidding scenarios:
 High impressions, low CTR, high avg. CPC
 Low QS, high CTR, high avg. pos.
 High avg. pos., high avg. CPC, low Conv.