The Bid strategy you should use based on your business goals

The success of your Google Ads campaigns will depend on you correctly choosing the bidding strategy that best aligns with your needs.

For this reason, at MHA we share some options that you could implement to meet each of your objectives.

Maximize conversions (sales/leads)

With the maximize conversions strategy and with the help of Google Ads, the goal is to achieve the greatest number of conversions (sales on the website, filling out a form, messages, etc.) with the assigned budget. In other words, we leave it in the hands of the Google algorithm (Smart Bidding) to carry out certain automations to obtain optimal results.

This bidding strategy uses your campaign history and analyzes auction data to determine the appropriate bid for a given ad, and will intelligently distribute the budget (average daily budget) to effectively optimize bids.

Maximize conversions Value (sales)

With the bidding strategy to maximize conversion value, you can increase the total value of your campaigns. It is a way of indicating to the Google Ads algorithm that you want to look for a specific conversion value that is achievable with your budget" , which will lead Google to search user behaviors for those who fall within the spending parameters and return on investment.

The main goal is to show your ads at an optimal frequency based on where, when and how people search, so it is essential to define the value you want to maximize, for example, sales revenue or profit margins.

Cost per click CPC (web traffic)

If your primary goal is to increase traffic to your website, then a CPC (cost per click) bidding strategy may be right for your campaign. The result will depend on the level of the auction, that is, how much the competition is willing to bid and of course the quality of the keywords. For this reason, it is important to analyze this information carefully to design the appropriate budget and find the terms that best associate with your website.

Currently there are 2 alternatives that you can use to strategically control the budget:

Maximize clicks

It is the simplest way to bid on clicks, it works by designating an average daily budget and the Google Ads platform will automatically manage the bids to achieve the greatest number of clicks based on the budget.

manual CPC

You can assign a maximum CPC bid amount or distribute different bids for each of the campaign ad groups you manage, also for certain keywords, placements, etc. The best recommendation is to detect which terms or placements are most profitable and use manual bidding to allocate more budget to them.

Google Ads Bidding Strategies

Cost per acquisition CPA (sales)

If you are looking to achieve a higher number of sales, then cost per acquisition bidding is ideal. With this strategy you can increase sales by carrying out campaigns on the display network , shopping, YouTube videos or on the Google search network . The CPA bidding strategy offers excellent results as long as you maintain a constant budget, so it is essential to have good control over your budget so that your campaigns are not affected.


Target Impression Share (brand positioning)

Target Impression Share is the right strategy if you are looking for brand awareness or boost branding quickly and effectively. It consists of trying to dominate the auctions of specific keywords to guarantee that your website, product or services appear in a privileged position within the Google search engine .

These types of strategies have a high cost, so you will have to control budgets appropriately to reach your objectives. To avoid this problem, assign an initial budget below 100%, that is, do not start with your total investment. Then restrict your daily budget by capping the amounts so that your campaigns last as long as you had planned. With these 2 important indications, Google will be able to work your ads in a more optimized way.

Bid by target ROAS (sales)

With this strategy, profitability is sought, that is, conversions are not more expensive than the value assigned to them. By having a well-defined objective and budget, your ROAS strategies will help you achieve a higher conversion value. To understand it in a better way, the system will automatically adjust the bids to optimize the conversion value and thus reach the target figures we want to reach.

Using Target ROAS with Different Campaign Types:

Search Network and Search Network Campaigns with Display Selection

Google Ads will aim to achieve an average ROAS equal to your goal across all campaigns using this strategy.

Display Network Campaigns

Google Ads will achieve an average ROAS equal to your goal across all campaigns using this strategy.

Shopping Campaigns

Google Ads will aim to achieve an average ROAS equal to your goal across all campaigns using this strategy.

App campaigns

Google Ads will try to achieve an average ROAS for your campaign based on the installs or events in the app you selected.

ROAS are an excellent option to increase sales, especially for businesses that have been in the market for a short time.

Google Ads Digital Objectives

These are some bidding strategies that you could implement to make your ads more effective and of course, ensure that your commercial objectives are met. If you want more information on this topic or require advice at MHA, you will find the solution .

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