Bidding Strategy
Google AdsDefinition
A bidding strategy determines how bids are set in the ad auction. Strategies range from manual CPC (you set every bid) to fully automated Smart Bidding (Google's AI sets bids per auction based on your conversion goals).
Google offers Manual CPC, Enhanced CPC, Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS, and Maximize Conversion Value. Each fits different goals and data maturity levels.
New accounts with fewer than 30 conversions/month may lack data for Smart Bidding. Established accounts with 50+ monthly conversions typically see better results from Target CPA or Target ROAS than manual bidding.
Select a strategy at the campaign level. For automated strategies, set a target. Allow 2-4 weeks of learning period. Do not change targets by more than 15-20% at a time. Monitor conversion volume and CPA trends during learning.
Your bidding strategy determines how efficiently you compete in auctions. The wrong strategy wastes budget; the right one maximizes results. Matching strategy to data maturity is the key decision.
Related Terms
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Frequently Asked Questions
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Under 30 conversions/month: Maximize Conversions (no target). At 50+: switch to Target CPA or Target ROAS for controlled optimization.
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Typically 1-2 weeks with performance fluctuations. It resets if you significantly change bids, budgets, or conversion actions.
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Yes. Brand campaigns may use Target Impression Share. Conversion campaigns use Target CPA. Prospecting may use Maximize Conversions to gather data.
Not sure which bidding strategy to use?
We match bidding strategies to your data maturity and business goals for optimal results.