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What bidding strategies have you used, and how do you choose the right one (e.g., Target CPA, Maximize Clicks)?

Choosing the right Google Ads bidding strategy depends on your campaign goals, available data, and how much control or automation you want. Here's a breakdown of commonly used strategies and when to use each:

What bidding strategies have you used, and how do you choose the right one (e.g., Target CPA, Maximize Clicks)?

🧠 Common Bidding Strategies & When to Use Them

1. Target CPA (Cost Per Acquisition)

  • Goal: Get conversions at a specific cost.

  • Best For: Performance-based campaigns with conversion tracking and enough data.

  • When to Use:

    • You know how much you’re willing to pay per conversion.

    • You have at least 30–50 conversions in the past 30 days.

✅ Ideal for lead gen or e-commerce with clear value per sale.

2. Maximize Conversions

  • Goal: Get as many conversions as possible within your budget.

  • Best For: Campaigns with flexible CPA goals and reliable conversion tracking.

  • When to Use:

    • You want volume over efficiency.

    • You're launching a new campaign or testing offers.

⚠️ Can result in high CPAs if unchecked.

3. Maximize Clicks

  • Goal: Get as many clicks as possible within the budget.

  • Best For: Traffic-focused campaigns (e.g., brand awareness, new product).

  • When to Use:

💡 Set a maximum CPC limit to control costs.

4. Manual CPC

  • Goal: Control individual keyword bids.

  • Best For: Experienced advertisers who want tight control.

  • When to Use:

    • You have specific bidding strategies per keyword or ad group.

    • You want to avoid automation in the early testing phase.

👷 Useful for testing and learning, but harder to scale.

5. Target ROAS (Return on Ad Spend)

  • Goal: Optimize for revenue vs. spend ratio.

  • Best For: E-commerce with strong conversion value tracking.

  • When to Use:

    • You track conversion values (not just counts).

    • You aim to hit a specific profitability target.

💰 Great for high-volume e-commerce with detailed sales data.

6. Enhanced CPC (ECPC)

  • Goal: Adjust manual bids based on likelihood of conversion.

  • Best For: Hybrid of automation and manual control.

  • When to Use:

    • You want some automation, but still manage base bids.

    • You’re transitioning to full automation.

✅ How to Choose the Right Strategy

Ask:

  • Is your goal clicks, conversions, or revenue?

  • Do you have enough data (conversions, clicks)?

  • How much control vs. automation do you need?

  • What’s your risk tolerance on spend?

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