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Google Ads is a powerful tool for advertisers, but it can also be a bit tricky to get the hang of. To help you out, we’ve compiled 12 key Google Ads bidding strategies and 9 hacks that will help boost your performance today and in the future.

1: Enhanced CPC

Enhanced CPC is an ad bidding strategy that allows you to set a higher bid for your ads when they appear on pages where your keywords are more relevant.

For example, if you’re an advertiser selling women’s clothing, and you have a listing page on Google with the following title: “Women’s Jeans & Pants” then it would be highly desirable to show up in front of everyone searching for women’s clothing including those who are looking for jeans and pants but do not have those exact words in their search query. This way, if someone searches “women’s jeans” or “women’s pants” then they will see your product displayed above other results from other advertisers competing against them because Enhanced CPC allows advertisers to bid higher when their products appear on relevant pages based on their location (iow: proximity).

2: Maximize conversions

There are only two types of campaigns: those that pay for impressions and those that pay for conversions. The latter is the most lucrative, but it can be hard to achieve this with Google Ads because there isn’t a single CPC bidding option.

The good news? You can easily set up your campaign as a “conversions campaign” (in the Ad networks tab) and use conversion tracking to show you how many sales or leads you made from each ad group.

That’ll help you figure out what CTRs are working best for each of your ads—and which ones aren’t performing well enough to justify their cost per click (CPC). Then, make sure the right bidding strategy (CPC vs CPM) is chosen on an ad group level so that bids reflect the type of conversions you want to track and optimize for moving forward.

3: Target CPA

  • CPA (or cost per action) is a great way to set a goal for your campaign. For example, you may want to drive sales of $10,000 worth of your product in the next month and have each sale cost you no more than $1. You can calculate this by dividing the total cost of the ad campaign by its total number of conversions (sales).
  • Let’s say, again hypothetically speaking here:

$10,000 / 100 = $100 average CPC bid needed to reach target CPA

  • Now that we know our target conversion rate and cost per acquisition, let’s set up Google Ads with these goals in mind!

4: Target ROAS

On the other hand, ROAS (Return on Ad Spend) is a metric that measures how much revenue you make from each dollar spent on advertising. It can be a useful tool for businesses seeking to optimize their campaigns and increase profits.

ROAS campaigns are simple to set up, but they require careful measurement in order to be effective. You should track the value of each sale that comes through your ads and compare it to your original cost-per-click bid or cost per conversion bid. Then you’ll know whether or not each ad campaign is worth it based on what kind of ROI (return on investment) you get!

5: Target impression share

Some advertisers target only a specific percentage of impressions. This is known as an impression share or exposure target, and it’s a great way to ensure that you don’t pay for more ads than you need to.

The simplest way to get started with this type of bidding strategy is to set your campaign targeting settings so that they reflect the number of impressions you want in each ad group. For example, if your goal is to get 50% exposure across all placements and devices, set up two different types of campaigns: one with a broad bid modifier (to cover all locations) and another with a device bid modifier (to cover all devices).

In this case, every time someone views an ad on any device anytime during their day, they will see at least one relevant ad from you!

6: Manual CPC bidding

Manual CPC bidding is when you manually set a bid for each keyword. It’s a good way to get more control over your bids and reduce wasted spend.

  • If you want to test different bids for keywords, manual CPC bidding is an effective solution. You can compare the results of automatic and manual CPC bidding by using the same ad on both, see which performs better and then use that higher bid on all other keywords related to it (in the same campaign).
  • If you want better control over your spending, this strategy can help you find those underperforming keywords that are wasting money while not attracting any traffic.

7: Viewable CPM bidding (VCPBM)

While CPM bidding is great for increasing your overall campaign reach, it can result in many wasted impressions and clicks. To avoid this, you can use viewable CPM bidding (VCPBM). VCPBM is a bidding strategy that allows you to pay only for ads that are viewable to your target audience. This means that if an ad doesn’t load properly on the user’s screen (e.g., because of a slow connection or poor ad quality), then Google won’t charge you anything!

8: Conversion optimizer

The conversion optimizer is a bidding strategy that uses past conversions to predict how much you should bid in order to maximize your ROI. It’s an easy way to make sure your bids are in line with actual performance, so it can be an effective tool for finding more efficient ways of getting conversions. For example, if you see that people who click on ads placed in the top positions are converting at a higher rate than those who click on ads placed lower down the page (in positions 2-4), you could use this information to set up rules within a bid strategy that automatically increase bids for certain keywords when they appear above certain positions on the page.

To set up conversion optimization for keyword campaigns:

  • Navigate through AdWords and find the Keywords tab under “Campaigns”; then select “Bid Strategy” from within each campaign’s settings menu
  • Select “More Settings” at the bottom right-hand corner or click here

9 Bid automation strategies (AdWords Smart Bidding)

If you’re the type of marketer who wants to take a more hands-off approach to your PPC campaigns, then AdWords Smart Bidding is the perfect tool for you.

How it works:

AdWords Smart Bidding automatically optimizes your bids so that you get more conversions at a set cost per conversion bid amount. This feature is especially helpful if you want to increase your ROI without having to do any manual bidding adjustments. You can also use Smart Bidding if you want Google Ads to focus on getting clicks or conversions at different times throughout the day or week.

Actually Effective Google Ads Hacks To Boost Performance In 2021 & Beyond!…

Did you know that there are actually hacks to boost your performance in Google Ads? We’ve got them all right here.

  • Use a variety of strategies to get the results you want from Google Ads.
  • These hacks aren’t just for big brands or big budgets, they can be used by small businesses as well!

10. Stop “Spraying & Praying” With Broad Match Keywords. Switch To Modified Broad Match Instead.

Broad match keywords are more likely to get clicks, but they’re also more expensive and less effective at driving conversions. If you want your ads to be seen by potential customers, it’s important that you use modified broad match keywords in your ad campaigns.

Modified Broad Match Keywords (MBS) are the most targeted search terms on Google AdWords. They typically include one or more additional words that describe the product or service being searched for in greater detail than just “car insurance” would do alone – like “car insurance with great customer service” or “car insurance that offers discounts for new customers.” The modified version of a keyword is meant to help improve performance by filtering out irrelevant results while still targeting relevant ones, which makes them ideal choices if you’re looking for something specific within an industry vertical like finance & banking or travel & tourism!

12. Bump Up Your Budget To Get Better Ad Positioning (& More Clicks!)

You can increase your budget by 10% at a time until you get to the amount that works best for your business. You may not see much difference between $100 and $200 per day, but there’s a significant difference between $1,000 and $2,000 per day.

Google Ads sets your maximum cost-per-click (max CPC) bidding limit based on your existing average position. So if you have an average position of 5%, Google will automatically set your max CPC at 95% of what it thinks you could make if they gave you 100%. It’s almost like they’re saying “you deserve more clicks!”

It’s also worth noting that although Google Ads uses its own algorithm to determine your Quality Score—which can vary from account to account depending on how well optimized each ad is—it doesn’t consider any other metrics besides CTR when deciding whether or not someone deserves more clicks (and thus better ad positioning). If someone has been clicking on every single ad in their target audience who are already seeing multiple ads from them day after day… then yeah, maybe they deserve some love too!

You can use a variety of strategies to get the results you want from Google Ads.

There are several other bidding strategies you can use to get the results you want from Google Ads. For example, Enhanced CPC allows you to pay more for clicks on your ads if they’re likely to lead to conversions. Maximize conversions lets you set a maximum cost per conversion goal reached, helping you focus on high-value sales and leads. Target CPA bidding (Cost per Acquisition) aims for a certain amount of profit by setting a target amount that must be spent on each conversion. You can also use Target ROAS (Return on Ad Spend) or Target impression share bidding (Impression Share) to optimize performance based on how many times an ad is seen in relation to other ads shown during an auction. Finally, manual CPC bid adjustment and viewable CPM bid adjustment give advertisers full control over their bids based on their goals using various settings (e.g., manually raising or lowering bids when they would otherwise be below/above target thresholds).


It’s clear that Google Ads is evolving faster than ever before. And as the ecosystem continues to evolve, so will your bidding strategies—and I’m excited to see what those are! But for now, if you want to get started with these 12 must-know tactics, there’s no time like the present. The best part of all? You don’t need a huge budget or sophisticated knowledge of how advertising works; just follow these tips and you’ll start seeing results right away.


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