Get Started With AdWords Bidding

Google AdWords Bidding Strategies

You’ve set up your PPC campaign and are ready to start bidding.  Now what? Here’s some basic info to get you started.


The goals you’ve set for the ad are clearly defined. Most goals fall into one of these broad categories:
– Clicks
– Impressions
– Conversions

The Least You Need to Know About AdWord Auctions

– An auction is run every time an ad space is available (search result, web site, etc.)
– An auction determines which ads will appear in that space at that moment.
– Your bid gets you into an auction.


Goal: More people visiting your website.
Strategy: Cost-Per-Click (CPC).

You pay only when someone clicks through to your site.


Automatic bidding. You set your daily budget and AdWords automatically makes adjustments so you get the most clicks to meet your budget limit. This is easiest because it’s automated.
Manual bidding. You take full control so you can get the clicks that mean the most to you. This approach assumes you know how to do that. You can set bids at the ad group level, for individual keywords, or for individual ad placements.


Goal: More people seeing your ad.
Strategy: Cost-Per-Thousand-Impressions (CPM).

You pay for every 1000 ad displays. Good for getting your name or logo seen by a lot of people. Similar to CPC, you can also bid at the ad group level, or for individual ad placements.

This strategy is “display only” so it is available only for these campaign types:
– Display Network only – All features
– Display Network only – Remarketing


Goal: Positive response to a particular call to action
Strategy: Cost-Per-Acquisition (CPA).

This is part of Conversion Optimizer. You still pay for each click, but the optimizer will automatically set your bids to help you get the most conversions.
You must have conversion-tracking set-up and Conversion Optimizer must be turned on for your campaign.

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