Different Types of AdWord Bidding Strategies According To Business Goal


We are living in the world of Internet, website, social media and mobile apps. Therefore, a complete digitalization! To promote your business, product or service, digital marketing is the best way out. As maximum people nowadays are engaged with various digital platforms, opting for paid ad campaigns in different digital marketing channels is one of the most popular trends when it comes to business promotions and direct sales.

Digital Branding and Google AdWords

Google AdWords is a very useful and user friendly tool for website branding, direct sales and lead generations. Through Google AdWords business owners can easily opt for paid campaigns within a fixed budget.

Google AdWords Bidding Strategies
In Google AdWords different types of bidding strategies are used based on the business goals or objectives which are discussed below.

  • Manual Bidding Strategy:
    In this type of bidding strategy digital marketer has to set the bid value manually for each keyword and placement. A certain amount will be deducted from the account according based on each click. This is also called Cost-Per-Click (CPC) bidding. To apply this strategy, hire a professional digital marketing agency to go as per the latest trends and procedure of AdWords.
  • Automated Bidding Strategy:
    This also works in CPC bidding model but the main difference here is, a digital marketer don’t need to manage the bidding process manually and thus, the campaign can be set automatically as per the requirement. The maximum bid value of AdWords will take care of the rest. This type of bidding strategy is the best for established and renowned websites with huge number of keywords.
  • Enhanced CPC:
    It is a special type of Cost-Per-Click (CPC) bidding where a bidder can increase the bid value to some particular keyword or placements which are performing at its best.
  • Cost per Thousand Impression(CPM):
    This is the bidding process where a certain amount will be deducted in per thousand impressions. This strategy is generally used for branding process and is applicable for Google display network campaigning. Maximum digital branding agencies use this strategy.
  • Cost Per Acquisition (CPA):
    Cost Per Acquisition is a bidding strategy where an advertiser needs to pay when conversion or acquisition is done. This strategy is mainly used for direct sales or Conversion Rate Optimization (CRO) process. This bidding strategy has a limitation. Remember, the strategy can only be applied when the advertising campaign receives a minimum of 15 conversions in last 30 days.
  • Search Page Location:
    This bid strategy is applied for keyword, ad group and campaign level. Through this strategy an advertiser can select the position of the ad in Google SERP either on top position or first page.
  • Return on Ad Spend (ROAS):
    In this strategy, AdWords set a bid based on the conversion and its value. This strategy works on both search and display network. However, there is a limitation to this bidding strategy that ends in 30 conversions in 30 days.

For more information about adwords bidding category please read https://support.google.com/google-ads/answer/2472725?hl=en