What are they?
Google Ads offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions, or views, you can determine which strategy is best for you.
On Google Ads, there are actually 9 different types of bidding you can use for a variety of goals.
Target CPA (Cost Per Acquisition)
If driving conversions are your primary goal for the campaign, selecting Target CPA bidding will focus on trying to convert users at a specific acquisition cost.
Target ROAS (Return On Ad Spend)
Target ROAS is the bidding strategy where Google Ads will set your bids to maximise conversion value based on the return you want from your ad spend. This number is percentage-based.
Maximise Conversions is one of the simplest bidding strategies that Google Ads offers. Using the maximum daily budget that you set, Google will automatically run your bidding for you to get you the most conversion for your available budget. For example, if your daily budget is £50, Google will spend it wisely to find the most conversions.
Enhanced Cost Per Click (ECPC)
ECPC is a mix of manual and smart bidding. You set the basic CPC for your ad groups and keywords, but the algorithm gets to optimise them.
Google can increase or decrease your bid amount based on the likelihood of driving the sale. Bids will try to be averaged out at your max cost per click settings.
Maximise clicks is an automated bidding strategy based on your maximum daily budget. Google ads will attempt to drive the most clicks possible with your daily budget.
Manual CPC Bidding
Manual CPC Bidding gives you more control over your bidding strategy. But, more control means more time spent monitoring costs and adjusting on your own. Manual CPC is where you set bids for different ad groups or keywords on your own. If specific search terms are more profitable than others, you can quickly adjust budgets to add or remove money from other campaigns.
Cost per Thousand Impressions
Cost per Thousand Impressions, otherwise known as CPM, is bidding solely based on impressions. This option is reserved for the Display Network and YouTube Ads and isn't for Search network
Cost Per Thousand Viewable Impressions (vCPM)
vCPM bidding is a tactic of manual bidding best reserved for brand awareness campaigns. Again, like CPM bidding, it is reserved for the Display Network and YouTube ads.
This bidding type is setting your maximum cost on a viewable 1,000 impressions. It counts as a viewable impression after 2 seconds of a video ad is played on YouTube, or 1 second of a display ad is shown on the Display Network.
Target Impression Share Bidding
This smart bidding strategy is focused on brand awareness and helping you reach as many people as possible. For example, if you're looking to dominate impressions for specific keyword searches, like basketball shoes you enter your goal percentage of impressions.
Keep in ins that the % impression share is a goal and is affected not just by your bids, but also by the quality score of each individual Google Ad Group and Ad. The impressions also don't guarantee that your ad is seen or clicked, since it can appear in a lower ad position. Target Impression Share is mostly an option for your own branded search campaigns and a limited number of search terms for your brand.