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Digital Marketing
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Online advertising
Google Ads
There are 12 ways to bid on Google Ads.
But 99% of marketers don’t know which ones to choose, and they end up throwing away tons of money because of it.
Read this thread, and you won’t be one of them:
🧵
But 99% of marketers don’t know which ones to choose, and they end up throwing away tons of money because of it.
Read this thread, and you won’t be one of them:
🧵
1. Target CPA
Main Benefit: Controlling how much it costs to get leads.
Main Drawback: No control over other metrics.
Use It When: You want more leads but only at the right price.
Main Benefit: Controlling how much it costs to get leads.
Main Drawback: No control over other metrics.
Use It When: You want more leads but only at the right price.
2. Target ROAS
Main Benefit: Often leads to profitable ad spend.
Main Drawback: Sometimes limits profits.
Use It When: You need a certain ROAS to stay afloat financially.
Main Benefit: Often leads to profitable ad spend.
Main Drawback: Sometimes limits profits.
Use It When: You need a certain ROAS to stay afloat financially.
3. Maximize Clicks
Main Benefit: Getting as much traffic as possible.
Main Drawback: That traffic can be unprofitable.
Use It When: You want quantity of traffic more than quality.
Main Benefit: Getting as much traffic as possible.
Main Drawback: That traffic can be unprofitable.
Use It When: You want quantity of traffic more than quality.
4. Maximize Conversions
Main Benefit: Getting as many buyers as possible.
Main Drawback: Those buyers can be unprofitable.
Use It When: You want more customers and are willing to burn cash to get them.
Main Benefit: Getting as many buyers as possible.
Main Drawback: Those buyers can be unprofitable.
Use It When: You want more customers and are willing to burn cash to get them.
5. Maximize Conversion Value
Main Benefit: Raising average order value.
Main Drawback: Possibly limiting profits and/or total customers.
Use It When: You want to find big spenders.
Main Benefit: Raising average order value.
Main Drawback: Possibly limiting profits and/or total customers.
Use It When: You want to find big spenders.
6. Target Impression Share
Main Benefit: Getting tons of visibility.
Main Drawback: It can be expensive and have low ROI.
Use It When: Visibility is your top priority (advertisers often use this for brand keywords).
Main Benefit: Getting tons of visibility.
Main Drawback: It can be expensive and have low ROI.
Use It When: Visibility is your top priority (advertisers often use this for brand keywords).
7. Manual CPC
Main Benefit: Having more control.
Main Drawback: Requiring more time/effort with no promise of better results.
Use It When: You have good reason to think you can do better than Google’s algorithm.
Main Benefit: Having more control.
Main Drawback: Requiring more time/effort with no promise of better results.
Use It When: You have good reason to think you can do better than Google’s algorithm.
8. Enhanced CPC
Main Benefit: Having more control but letting Google take the wheel sometimes.
Main Drawback: Giving some control to Google might backfire.
Use It When: You want a halfway point between total automation and total control.
Main Benefit: Having more control but letting Google take the wheel sometimes.
Main Drawback: Giving some control to Google might backfire.
Use It When: You want a halfway point between total automation and total control.
9. Viewable CRM
Main Benefit: Raising brand awareness.
Main Drawback: That awareness might not be profitable.
Use It When: You want to expose your brand to as many people as possible.
Main Benefit: Raising brand awareness.
Main Drawback: That awareness might not be profitable.
Use It When: You want to expose your brand to as many people as possible.
10. Maximum CPV
Main Benefit: Getting as many views on YouTube as possible.
Main Drawback: Those views might not be profitable.
Use It When: You want to raise brand awareness.
Main Benefit: Getting as many views on YouTube as possible.
Main Drawback: Those views might not be profitable.
Use It When: You want to raise brand awareness.
11. Target CPM
Main Benefit: Raising brand awareness.
Main Drawback: Paying for low-quality views.
Use It When: Getting tons of views is your primary concern.
Main Benefit: Raising brand awareness.
Main Drawback: Paying for low-quality views.
Use It When: Getting tons of views is your primary concern.
12. Portfolio Bid Strategies
Main Benefit: Gathering more data and saving time.
Main Drawback: Less control over each campaign.
Use It When: You’re using the same strategy for multiple campaigns.
Main Benefit: Gathering more data and saving time.
Main Drawback: Less control over each campaign.
Use It When: You’re using the same strategy for multiple campaigns.
Conclusion:
There isn’t one “best” strategy that you can use every time.
Think of these as tools. Some work in some situations. Others work in others.
Study and experiment with them until you know the right tool for every job.
There isn’t one “best” strategy that you can use every time.
Think of these as tools. Some work in some situations. Others work in others.
Study and experiment with them until you know the right tool for every job.
That’s everything.
If you liked this thread:
1. Follow me @blvckledge for more
2. RT the tweet below to show some love
Thanks for reading!
If you liked this thread:
1. Follow me @blvckledge for more
2. RT the tweet below to show some love
Thanks for reading!
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