10 Types of Bidding Strategy in Google Ads

Priya Bawa

She has started her career as a Content Writer and writes on blogs related to career.

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Google Ads automatic bidding, Smart Bidding, manual bidding – the number of accessible bidding alternatives continues to expand, and knowing how each one works can be difficult. Regardless, it's critical to keep current on Google's ever-changing ad platform to maximize the ad effectiveness of your campaign.
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Table of ConteContents What Exactly Is Bidding?
2) What is automatic bidding in Google Ads?
3) Types of Bidding Strategy in Google Ads

What Exactly Is Bidding?
Individuals, corporations, non-profits, and governments utilize bidding to obtain products and services. It enables businesses to examine many offers from various sources, choose the best alternative, and negotiate a reasonable price. This article will define bidding, explain why it is essential, and explain how it works. We'll also go through various sorts of bidding procedures and offer some ideas for bidding success.

Source: Safalta

So, whether you're new to bidding or a seasoned pro, you'll discover something useful here.
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What is automatic bidding in Google Ads?
Automated bidding is a Google Ads bid approach that aims to maximize outcomes depending on campaign objectives. Google employs automatic bidding to determine bid amounts based on the likelihood of your ad resulting in a click or transaction. Google's automated bid strategies are all portfolio bid approaches. This means marketers may use their preferred strategy across every one of their initiatives, ad groups, and keywords. Some are accessible as standard strategies.
Automated bidding tries to address two issues that advertisers frequently have with their campaigns:
  • Whether or if their bids are excessively high and may be displayed to persons who have no intention of purchasing.
  • Whether or if their offers are competitive enough to attract qualified purchasers.
By automating bidding, there is no need to manually adjust bids for keywords or ad groups. Bids are set in advance and correspond to each sale (the bid for each auction will be different).
Bid methods that are automated to analyze data and learn over time are utilized to advise future bids. This performance demonstrates Google's shift towards machine learning, which is also employed in their Universal App Campaigns. For example, this bidding approach cannot account for current events, coverage in the press, weather, or flash sales. This is when a more traditional approach to bidding may be required. Lastly, based on your bid strategy, automatic bids are accessible for both Search and Display advertisements.
Types of Bidding Strategy in Google Ads
1) CPM (cost per 1,000 impressions) should be maximized:
Maximize CPM is a bidding approach that allows you to concentrate on creating awareness campaigns. If you select this choice, you will be paid an average amount for 1,000 impressions. TCPM bidding is supported for Google Display Network and YouTube advertisements. Recall that even if your target market ignores your advertisement, you will still be paid.
2) Manual CPC (Cost-Per-Click): This is a straightforward manual bidding approach. You have complete control over your bids, but it takes a significant amount of time to monitor and modify costs on your own. You establish bids for various ad groups or phrases without the assistance of Google. You may rapidly make changes to your budget by adding or withdrawing funds from campaigns.
3) Bidding on ROAS targets:
If so, employing return on ad spend (ROAS) may be a good option for you. ROAS is a measure that takes into consideration your conversion values (specified during the transformation monitoring stage) or Google Analytics eCommerce revenue values. Assume you want a ROI of 7. This indicates that for every $1 spent on clicks, you should expect to receive $7 in return. The goal ROAS for the bid strategy would then be set at 700%.
4) Bidding on clicks should be maximized:
Google Ads uses "Maximize clicks" to automatically set your bids to help you achieve as many clicks as feasible within your budget. This is perfect for when you're experiencing a high conversion rate but want to locate more volume.
5) Increase Conversion Value:
Because it is significantly more sophisticated, the Max Conversion Value is the older sister of the Max Conversions method. While the two methods are fundamentally similar, Max Conversion Value seeks conversions that will provide the best return. In other words, it considers the value within each conversion rather than the number of conversions. It is a strategy that prioritizes quality over quantity. In the same way that Max Conversions lets you establish a Target CPA, Max Conversion Value allows you to set a Target ROAS to help steer its bidding.
6) Google Ads Maximize Conversions:
Maximizing conversions automatically sets bids to assist your campaign in receiving the most conversions while spending the least amount of money. Maximize Conversions is a Smart Bidding approach that is completely automated. That is, this technique does not allow for any form of bidding limiting, limitation, or targeting. It strives to provide you with the most conversions for your money. Maximize strategies seek to employ the entire money. In the words of Google, this works by using prior data about your campaign and evaluating the extra information available at the time of the auction. Maximize conversion value bidding gets the highest CPC bid for your ad in each auction automatically. Although Google does not require or recommend waiting for a certain number of historical conversions to be documented before carrying out this ad’s automated bidding strategy, many experts recommend assessing spending on a budget and gathering some conversion data before implementing a maximizing conversion strategy.
7) Bidding on conversion value should be maximized:
Google Ads automatically adjusts your bids to help you get the most conversion value for your money. Google uses the data collected about the device, the location, the time of day, demographics, the query, and other criteria to estimate the highest CPC bid for each auction.
8) CPA (cost per acquisition) Goal:
This is one of the most typical techniques, in which you instruct Google to target your cost per action (click, registration, purchase) or real acquisition. In general, this method works best when you're looking to meet goals and generate leads.
The following are some of the benefits of adopting CPA bidding:
  • You may program your campaigns to automatically aim for conversions (signups, mobile app downloads, and so on) for your daily budget.
  • The algorithm will use your conversion monitoring data to increase conversions at a lesser cost while avoiding unproductive clicks.
  • This bidding approach necessitates a substantial budget (roughly 2x your CPA objective), therefore budget enough for this one to gather the data you need to optimize.
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9) ECPC (Enhanced Cost Per Click):
You provide the starting CPC for the groups you advertise in and phrases, but the algorithm optimizes them. Google can adjust your bid value depending on the probability of driving the sale. If a search is very competitive and CPCs are exorbitantly high, Google may drop your offer to save money owing to a lesser likelihood of conversion. If boosting bidding is an easy way to steal, Google is going to make the decision. All the Search and Display networks support this form of bidding.

You may instruct the algorithm to improve your set bids determined by a fixed number of conversions or to optimize for conversion value. This is not possible if you've set up multiple Google Ads conversions with various values, or if you've set up dynamic conversion events that monitor the overall amount of a transaction. Most e-commerce platforms, such as Shopify or WooCommerce, allow you to set up dynamic conversion tracking.
10) Manual CPC Bidding:
Manual CPC Bidding allows you to have greater control over your bidding approach. However, having greater control means spending more time monitoring expenditures and modifying them on your own. If you aren't familiar with Google Ads, this method isn't for you. Manual CPC is when you establish your bids for distinct ad groups or keywords.

If certain search phrases outperform others, you may rapidly alter budgets to add or withdraw money from other ads. Manual CPC is a lot of effort if you have a diverse campaign with a lot of ad groups and keywords. Google has the improved CPC option checked by default, so uncheck it to genuinely use manual CPC. There will be an indication that the marketing effort may result in poor results, but if you have no data to work with or a very restricted budget, it may be the best alternative.
Bidding is used to purchase goods and services by individuals, organizations, non-profits, and governments. It helps firms to evaluate several offers from diverse sources, select the best solution, and negotiate a fair price. The following piece will outline bidding, explain why it is important, and show how it works. We'll also go through different types of bidding procedures and provide some tips for bidding success. So, whether you're new to bidding or an old hand, you'll find something helpful here.

Read More: What is Flipkart Affiliate Program and How to Earn from this Program? 

In Google Ads, how many different sorts of bidding strategies are there?

How to Use 7 Different Types of Automated Bidding Strategies. Google Ads automatic bidding, Smart Bidding, manual bidding – the number of accessible bidding alternatives continues to expand, and knowing how each one works can be difficult.


What are the many sorts of bidding?

In procurement, there are two forms of bidding: open or competitive bidding and closed ("sealed") or noncompetitive bidding. Competitive bidding is often conducted using the RFx procedure, which is described below. In contrast, some businesses will engage in noncompetitive bidding.

What other bidding strategies are available?

Target CPA, Target ROAS, Maximise conversions, and Maximise conversion value are the most frequent smart bidding tactics.

What exactly are Google manual bidding strategies?

A type of bidding that allows you to define your own maximum cost-per-click (CPC) for your adverts. This is in contrast to automatic bid techniques, which determine bid amounts for you. Manual CPC bidding allows you to define the maximum amount you are willing to pay for each click on your advertising.


What is the highest bid in Google Ads?

Maximum CPC Bid Definition - Google Ads Assistance
A bid that you make to establish the most you're prepared to spend for a click on your ad. If someone clicks on your ad, you will not be charged more than the maximum cost-per-click bid (or "max.

What are the three primary sorts of advertisements?

There are three sorts of digital advertising available to you: social media advertising, paid search advertising, and display advertising.

What are Google Ads' three layers?

Google Ads has three layers: accounts, campaigns, and ad groups. Your account has a distinct email address, password, and billing information. Your campaigns each have their own budget and variables that control where your advertisements appear. Your ad groups comprise a collection of ads and keywords that are comparable.

Is real-time bidding available in Google Ads?

Even if you do not utilise AdMob as your mediation platform, Google (Google Ads, Display & Video 360) can bid on your advertisements in third-party real-time bidding auctions. To begin, create a partner bid ad unit in AdMob.


What are the clever shopping bid strategies?

Smart Bidding refers to bid techniques that leverage Google's AI to optimise for conversions or conversion value in every auction - a feature known as 'auction-time bidding'. Smart Bidding tactics include target CPA, target ROAS, maximise conversions, and maximise conversion value.

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