What are some common bidding strategies in PPC advertising? 

There are many different ways to bid on your ads in PPC, and each has its pros and cons. It is important to choose the right strategy for your business. However, before you begin to create your bid strategy, it is important to understand your goals and budget. 

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Target Impression Share.

The target impression share bidding strategy is a smart approach to getting your ads in front of the right audience. This is especially useful when you want to increase brand awareness and get a higher click-through rate (CTR). 

With this bidding strategy, you can focus on getting as many ad impressions as possible within your budget. It is ideal for when you are targeting high-quality keywords and have plenty of historical data. 

Rules-Based Bidding.

If you choose this bidding strategy, your ad will be automatically adjusted based on certain factors. This can be helpful for busy marketers who don’t have the time to monitor their bids manually. 

Enhanced Cost-per-Click.

This bidding strategy allows you to set your maximum bid amount for each keyword in your campaign, and the platform will adjust your bids based on a variety of factors. This can be a good option when you don’t have a lot of experience with Google Ads. 

Automated Bidding.

This is a common bidding strategy for Google Ads. It uses an algorithm to determine how much you should pay for each click, based on your ad group’s performance. 

When you use this bidding strategy, the ad will be pushed up on the search engine result page whenever it matches the query. This can help you reach a higher CTR, and can also help you reduce your ad costs. 

Remarketing Lists.

If you have a remarketing list, you can set your bids to increase whenever these visitors come back to Google or search for your product or service. Remarketing lists can be a great way to boost your ad performance, and they can help you attract new customers to your site. 

Rules-Based Bidding.

This strategy is a great choice for businesses with strong Quality Scores, plenty of historical data, and well-optimized campaigns. It also helps to protect your budget from excessive ad spending, since it automatically lowers your bids when you are not getting the results you want. 

A smart bidding strategy that uses a target ROAS to make sure that you’re spending your money on high-converting keywords is the target ROI (return on ad spend). This can be difficult to achieve if you are running with a limited budget, but it is a great option for maximizing conversions. 

Manual Cost-per-Click.

The manual cost-per-click bidding strategy is a popular option for PPC advertisers, as it allows them to control how much they pay for each click. This strategy also allows you to take advantage of keyword-level targeting and keyword-level context data, which can help you boost your ad results. 

This bidding strategy is a great option for newbies to PPC, but it may not work as well for more experienced advertisers. The downside is that it requires more effort to maintain, and it only allows you to access a limited number of performance metrics.