Google Ads

Bidding Strategy for Google Ads Search Campaigns

Google Ads offers several campaign types, and the choice of campaign type also determines your ability to choose bidding strategies. Here we explore different campaign types and bidding strategies to achieve optimal results.

Different Bidding Strategies

Over time, Google has developed a wide range of bidding strategies to improve the accuracy and value of their ads. Choosing the right bidding strategy can greatly impact the campaign's results, and there are different opinions on which ones deliver the best results and most value for money.

We believe that Google has an interest in creating value for their advertisers, as this also strengthens their relationship with customers. Therefore, it's important to understand how different bidding strategies work and what best targets the audience.

Smart Bidding Strategies

Google's latest bidding strategies, known as Smart Bidding Strategies, utilize complex algorithms that take into account a variety of signals and inputs to improve ad relevance and performance. These strategies allow advertisers to bid on more than just keywords and also include times of day, user behavior, and other data to enhance ad placement and effectiveness.

Automation vs. Manual Bidding Strategies

Today, we rarely see an advantage in using old manual bidding strategies. It's not always advantageous to bid the same amount for all clicks, regardless of who is searching. Although manual strategies can still be useful for certain brands, such as those seeking high visibility, Smart Bidding Strategies are generally preferred, especially if the goal is to optimize for conversions and cost per conversion.

We have experienced how the different bidding strategies work and what elements need to be fed into the campaigns to optimize the result for advertisers on Google Ads. By leveraging the latest bidding strategies correctly, we achieve the best results at the best price for our clients.