What is a Bidding Strategy?

A bidding strategy determines how Google Ads sets and adjusts your bids to reach a particular goal: more clicks, more conversions, a specific CPA or a desired ROAS. Choosing the right bidding strategy is one of the most important decisions in SEA.

Manual versus automated bidding strategies

With manual CPC bidding you set a maximum CPC per keyword yourself. With Smart Bidding, Google uses machine learning to optimise bids in each auction based on hundreds of signals. Smart Bidding works best with enough conversion data, at least 30 conversions per month.

The most common bidding strategies

Target CPA: aims for an average cost per conversion. Target ROAS: aims for a desired ratio of revenue to cost, ideal for e-commerce. Maximise conversions: gets as many conversions as possible within the budget. Maximise clicks: gets as many clicks as possible without a conversion focus, suitable for generating traffic.

Which bidding strategy suits you?

Start with Maximise conversions to build up data. Once you have 30+ conversions per month, switch to Target CPA or Target ROAS for more targeted optimisation.

How long is the Smart Bidding learning period?

Usually 2 to 4 weeks. Avoid major changes during that period, as they reset the learning period.

What if my target CPA is set too low?

Google will enter fewer auctions, which leads to less volume. Set a realistic target based on historical data.

Can I use several bidding strategies in one account?

Yes, you set a separate bidding strategy for each campaign. More at developers.google.com/search.