Google Ads Bid Strategies Explained 2019

automated bidding is ideal for advertisers who:
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all right whats up everyone welcome to the Surfside PPC YouTube channel today Im gonna be going over Google Ads bid strategies so Im gonna go through every single different type of bid strategy that is available through Google Ads Im gonna go through how you can pick bid strategies as you create your campaigns and Im also gonna go through how to create portfolio bid strategies that you can manage for specific campaigns so portfolio bid strategies is available through tools and under shared library you can see bid strategies here so this is how I started to manage all my bitch strategies when Im managing campaigns at all so what Im gonna do first is go through all the different types of bidding strategies and the goals that they apply for and Im gonna show you where you can use them for different types of campaigns so if I come over here I can see Ive listed all of these different bidding strategies so we start with target ROAS so thats a return on adspend we have target CPA cost per acquisition maximize conversions and enhanced CPC these for bidding strategies at the top left are gonna be the best performing bidding strategies in Google Ads when youre trying to drive conversions for your business and you can see over here we have what each of the different types of bidding strategies are grouped by the overall goal for your campaign so these four are gonna drive conversions lead sales whatever your conversion type is for your business these four are gonna drive them for you target ROAS refers to return on adspend so youre setting a specific percentage return that you want to get on your ad spend so lets just say for example youre spending $100 youre trying to shoot for a 200 percent return on adspend that means for every 100 dollars you spend you want to drive 200 dollars in revenue for your business target CPA refers to cost per acquisition so what that means is youre setting a specific amount youre willing to pay for each conversion for your business so if conversions are worth lets say 50 dollars for your business then you want to get a cost per acquisition thats under 50 dollars so that you can continue to drive optimal conversions for your business maximize conversions is basically you set a daily budget and lets say your daily budget is $25 Google is gonna try to drive as many conversions as possible within that budget and hand CPC is similar to manual CPC except Google uses your conversion to increase or decrease your bids when they think a conversion is more likely so these are the top bidding strategies that I recommend using if you can at all for your campaigns you need to be using conversion tracking and the more data you have the better these bidding strategies are gonna perform so next is clicks so theres two four clicks theres maximize clicks and theres manual CPC so maximize clicks very similar to maximize conversions you set a specific budget Google tries to drive as many clicks as possible within that budget manual CPC youre actually setting bids for your keywords so this was the old method for Google Adwords is you would set bids for individual keywords and you can still do this when you first create campaigns a lot of times when I first create campaigns all use enhanced CPC or maximize conversions until I can start using target return on adspend or target CPA but what you would do is set manual bids for all of your keywords and then you could increase or decrease bids over time so these two are just gonna focus on clicks so the next two will refer to views and engagement so maximum CPV so thats a YouTube bidding strategy of video bidding strategy its maximum cost per view so how much youre willing to spend for each of you on your video ad this was kind of the older bidding strategy that would be used for YouTube ads a lot and it still used a lot for YouTube ads Ill show you how to use it but again with YouTube ads a lot of times I try to use target CPA because you can now try to drive more leads within your YouTube advertising campaigns the next one is cost per engagement so this is just one type of Google Display advertising campaign where you create lightbox ads and what youre gonna do is bid for every engagement on your lightbox ad so I dont run these very often but Im gonna show you how to do this and where you can set up cost per engagement bidding so last but not least is impression bidding so I generally dont use impression bidding at all but some of the different options are target impression shares thats where youre targeting for a certain impression chair on the Google search Network target search page location so youre targeting for specific locations on the search page target outranking share so you would set up a competitor website that is a running advertisements and youre trying to outrank them with your Google ads so these three are more useful if youre really just trying to outrank your competitors and Im gonna go through them a little bit more in detail as we go theres viewable CPM so this is more of a Google display ads bidding strategy and what it means is youre bidding for impressions and theyre viewable impressions so CPM refers to cost per 1,000 impressions and with viewable CPM you would set a bid for how much youre willing to pay for every 1,000 impressions on your advertisement and then target CPM so this is used more for YouTube advertising and this is where you would set a specific CPM that youre willing to pay for your video advertisements for every impression on your video ad so were gonna come back over to Google Ads here and Im gonna go through these bidding strategies in a little bit more detail so what we can do here is just click on create a new campaign so if we click on sales here if we click on leads here youre gonna see the same exact campaign types search display shopping and video so Im just gonna come to sales here if I click on search its gonna say select the ways you like to reach your goal Im gonna just click on continue for now so you never want to include your ads on the Google Display Network but as we scroll down youre gonna see bidding strategies here so theyve kind of changed the way they set up bidding strategies a little bit over the years right now theyre showing this what do you want to focus on so this will kind of help with the way our last image showed is what do you want to focus on conversions conversion value clicks or impressions err otherwise what you can do is say I want to select a bid strategy directly so selecting a bid strategy directly will say these are all the different types of bidding strategies and youll see a lot of the ones that we just went over so target CPA target return on adspend and then you can see some of these other ones target search page location target outranking share target impression share so these are all options when youre setting up search advertising campaigns again I recommend starting in these ones up at the top with target CPA target return on adspend or maximize conversions but you do need to be using conversion tracking so you can kind of scroll over and see how all these different bid strategies work these ones are all automated bid strategy strategies so when youre set up your campaign you dont really need to set up bids Google is just automatically gonna try to drive conversions clicks or impressions based on your budget now manual CPC this is where you would actually set your own maximum cost-per-click bids for your ads so just some different options when it comes to bidding strategies for search campaigns so and these are gonna be all the different options you have available when youre creating search campaigns with the goal of sales or leads so if we come back over here were gonna click leave so if we click on display campaign robust to standard display campaign click on continue were gonna scroll down a little bit so you could see bidding here what do you want to focus on conversions and its in say how do you want to get conversions you either manually set bids so its gonna say youre gonna pay for clicks and this is gonna be the CPC enhanced bid strategy so youre still setting bids when it comes to the enhanced bidding strategy but Google is gonna try to increase conversions as they get more data about your campaign sometimes you can set up your campaigns initially like that and then you can move to the other automated bidding strategies so here you can see with display they have the same exact thing so conversions conversion value clicks and viewable impressions I like to just go to select a bid strategy directly so if you go there its gonna say manual CPC viewable CPM so thats gonna be a little bit different because you dont have viewable CPM on the search Network but you do on the Display Network so its just going to be focused on viewable impression for your campaign so the same exact other bidding strategies that you can use and Im gonna show you a little bit more about setting up these bidding strategies but if you do something like maximize conversions for example its gonna say pay for clicks so Google is just gonna try to maximize conversions within your budget if we come over here you can see viewable CPM so youre paying for viewable impressions Google is just gonna try to drive as many viewable impressions as possible for the lowest possible cost manual CPC bids so this means youre gonna be setting your own bids usually theyll automatically check this help increase conversions with enhanced CPC and then target CPA target return on adspend if you click these its going to say whats your target return on adspend is for your campaign target CPA its gonna tell you to enter a target CPA here now I like to use portfolio bid strategies so Im gonna go through this a little bit more at the end of the video as we go okay and then if I come over here and if I do maximize clicks its gonna try to get as many clicks as possible and you can at a maximum CPC bid limit you could pretty much do this for all the bidding strategies and again as I do portfolio bid strategies this will make a little bit more sense than maximum CPC bidding limits so what Im gonna do is come back up to the top here change my campaign type so were gonna click on leave so thats pretty much for sales leads even website traffic youre gonna see a lot of the same types of bidding strategies now as you come to product and brand consideration if I click on video here its gonna say influence consideration if I click on continue so right here were bidding strategy is its gonna say maximum CPV maximum cost per view thats your only option when youre using this campaign type so when youre in a video campaign and youre using product and brand consideration as your goal thats gonna be the only bidding strategy available to you now if we come back over here again were gonna say in brand consider product and brand consideration click on display and were gonna click on continue so this is where cost per engagement bidding comes into play but cost per engagement is only used for lightbox ads because lightbox ads are a unique type of ad when you click on create here its gonna take a little while to come up because youre gonna see new lightbox ads usually youre adding things called cards to your advertisement so youre creating cards with images videos a logo you can add a message here a call to action and if you see the preview over here basically the way in lightbox ads work is theyre more engagement ads so people can engage with your display advertisements theyre not necessarily always gonna click through to your website but sometimes they might watch

your video they might expand your advertisement and just see some of the deals you have to offer so theres a lot of different things you can do with lightbox ads I should create a tutorial about this because theyre a little bit different than your normal display advertisements but this is where cost per engagement bidding comes into play okay so next as I come back over here were gonna leave this again so one thing I didnt go through so if I click on leads here and you click on video and its gonna say drive conversions if you click on continue so your bidding strategy with video can be maximized conversions or target CPA so thats generally what I use now with video campaigns and I think a lot of video advertisers are using it as well because you can actually drive leads for your campaigns you can drive sales so some different options when it comes to video advertising campaigns so if I come over to an awareness and reach here and click on display I can click on continue and were gonna scroll down a little bit here so under bidding its gonna say what do you want to focus on so for this you could do viewable impressions you could also do conversions and clicks but really you if youre doing conversions and clicks youd rather use the leads or sales goals when youre creating your campaigns so if youre trying to get more impressions brand awareness if youre trying to reach a lot of different people with a message you can use these types of campaigns and this is where you would want to use viewable impressions as your bidding strategy so if I click select a bid strategy directly youre gonna see we have all these different options down here for display campaign bidding so target CPA they dont have target return on adspend here but you can do maximize clicks conversions this is really where you would want to use viewable impressions because youre trying to increase your overall brand awareness maybe youre trying to get an offer out there to a lot of different people so they can understand a little bit more about your products and services and why they should buy them or take advantage of an offer that youre currently running so these are some different options when it comes to brand awareness and reach for display campaigns but if youre gonna use those automated bidding strategies like target CPA or like maximize conversions I would recommend setting it up with different goals in mind so like sales and leads now if we do brand awareness and reach come to video here and any of these campaign subtypes so if I click on skippable in-stream click on continue its gonna use target CPM bidding so basically youre just trying to get a lot of impressions on your video advertisement so youre setting a target CPM so what Im gonna do here now is go to tools and Im gonna come to bid strategies under shared library okay so Im in bidding strategies now and what you can do is set up specific bid strategies for your business if you go to portfolio bid strategies you can click here I can create a new target return on adspend or target CPA bidding strategy I can do this its gonna say select the campaign you want to apply it to so I could say I want to do it to this one Im already using my newsletter target CPA bid strategy here and I can lets just do it for this one for right now well click on this so its gonna apply this bid strategy to this campaign we can click on done you can name your bidding strategy so Ill just do sample so you set a target CPA here so again your target CPA is how much youre willing to pay for conversion and overtime you should be able to get your target CPA down and you should be able to increase your return on adspend so thats kind of the goal with those two bidding strategies is to decrease your target CPA so lets say you started at $10 you ultimately want to get it lower and lower so maybe you get it down to $8 seven dollars six dollars and then if you come to advance the options here you can also set maximum and minimum bidding limits so if you dont want to spend more than three dollars for a single click for example you can set a maximum bidding limit if you dont want to spend less than a certain amount for a click then you can set that as well so just some different options as youre setting up different types of bid strategies so if I click on save here okay so what you can see is the new one we just created is now active on that campaign so its still gonna be learning a little bit the one were currently running its saying limited not enough data so in order to get enough data you need at least five conversions over a 14 day period or 15 conversions over a 30 day period thats gonna allow Google Ads to really optimize any bid strategy that youre using that involves conversions so just to go through some of the other portfolio bid strategies here when youre doing target return on adspend its gonna tell you to set a target return on adspend so a percentage 100% would be breaking even so fifty percent would mean for every 100 dollars you spend youre returning 50 dollars in revenue and then a hundred fifty percent and beyond so if you just take one hundred and one hundred fifty percent would mean that youre returning one hundred fifty dollars in revenue so basically the difference there would be 50 dollars and you could do that with whatever your budget is so thats how target return on adspend works so basically youre just trying to maximize the overall percentage for the amount that you spend so under advanced options you can also do maximum and minimum bid limits for this so Im gonna click on cancel here the next thing we can do is maximize click so if you click on maximize clicks you can set maximum CPC bid limits and you can set a target spend per day so just some different options that you have there as well so target spend per day you can still set through the daily budgets and you can just set a maximize clicks bid strategy through your campaign settings but if you want to set a target spend per day you can do that as well I dont use maximize clicks too often most of these I dont really use too often besides targets yay and target return on adspend and then again when I start campaigns sometimes Ill use enhanced CPC now target impression shares so if you click on it so basically what youre doing is where do you want your ads to appear so its saying anywhere on the results page the top of the results page or the absolute top of the results page so what that means is if we open Google over here so I just did a search for marketing software so anywhere on the result page would include these ads at the top here and these ads at the bottom here as well so theres advertisements at the bottom so top of the results page would be any of these ads in the top four positions up here and then the absolute top would be that where the Salesforce ad is right now so thats if youre trying to target impression chair and its the same thing if we come to cancel here again so click over here target Search page location so its the same thing like that top of the first results page or anywhere on the first results page so some different options if youre trying to maximize the overall impressions for your search advertisements and really outrank some of your competitors so just coming back over here to target impression chair so that thing you would want to do is also target a percent impression chair as well so if you want to do a 100 percent impression chair you cant be limited by budget either so this is something you can do if you have a huge budget and youre trying to outrank your competitors and then you can set a maximum CPC bid limit here as well if we click on cancel come over here so thats target impression chair target search page location means youre targeting either the top of the first results page or anywhere on the first results page and then bid automation you can either do automatic so Google will raise and lower your bids to match the estimated top of page bid or manual where it says you set your own bids and Google Ads will adjust them to meet or exceed the estimated top of page bid so you can increase or decrease your bid adjustment here as well so you can increase or decrease by a certain percentage to make sure that youre getting in some of these top positions you can set maximum bid limits here and then a few other things if you have limited budgets so its saying dont raise bids if the campaign is limited by budget so what that means is if you have the warning sign of limited by budget for your campaign that means that youre either gonna have to increase your budget or you probably have to lower your bids to get more of your campaign but the other thing you can do is raise bids even if the campaign is limited by budget this is not really recommended this means that you might spend a lot of your advertising budget on just a few clicks I dont really ever use this target search page location bid strategy the last thing to do is for low quality keywords so if you have keywords with a low quality score its gonna say dont raise bids on keywords with the low quality score or raise bids even on keywords with a low quality score you dont really want to raise bids like that because basically what it means is you might be bidding twice what your competitor is and you might have a similar ad rank but youre spending a ton on each individual click where youre better off is using some of the bidding strategies that drive conversions for your business and then just continuing to try to improve your quality score and improve your ad rank so you could spend less on each individual keyword bid over time so were gonna click on cancel here again so if I click here and the last one is target outranking share then I go through so if you do that basically what you do is you enter a domain name here to outrank so itd be sampled domain.com so if theyre running advertisements youre trying to outrank them by a certain percentage so if we just scroll over here its gonna say lets say that another domain example.com has ads that are often displayed above yours so if you want to outrank their ads an 80 out of every 100 auctions youd set your target outranking share to 80 percent so if youre just trying to outrank them just a little bit more you could just do 51% if youre trying to outrank them in every single ad auction you could do 100% here you can set a maximum bid limit if you want to and if we click on Advanced Options so you can also do bid automation here as well for Google or an low quality keywords dont raise bids on keywords with low quality score again I dont really ever use these three bidding strategies so they can be useful if youre really just trying to outrank a competitor in Google Ads so maybe for really competitive industries or an industry with only a few competitors that are trying to outrank each other on Google Ads I think youre better off trying to target a specific return on adspend or a cost per acquisition for your campaign and then just trying to improve your ad rank and quality score over time so these are all the Google ads bidding strategies if you have any questions leave them in the comment section thanks for watching our video today and make sure you subscribe to our YouTube channel

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