Pick the Best Strategy for Flexible Bidding

Flexible bidding holds the prospect of significant value. Employing a flexible bidding strategy can increase keyword performance, optimize the money spent on ads, and enable conversion rates to get better. You once only had the option of automated or manual bidding. Things have changed for the better, and you it is possible to mix automation with manual within the account you have. Google has always tried to be a marketer’s friend and has not one, but six, flexible bidding options. You can select the one which best suits your needs.

The Choices 

The Enhanced Campaigns Google offers contain the following flexible bid strategies:

  1. Target Search Page Location
  2. Enhanced CPC
  3. Target Outranking Share
  4. Target CPA
  5. Target Return on Ad Spend
  6. Maximize Clicks

You can see to it your bid strategies are placed in Shared Library to be employed in the account. You would use these commands:

  1. Bid Strategy, followed by:
  2. Use Flexible Bid Strategy.

Google will then display the strategy available at a given level. Another option would be:

  • Manage Flexible Bid Strategies

this command will permit you to go into the library to edit or create bid strategies. You must remember that you only can change a bid strategy or manage any existing strategies at Campaign level. The bid strategy would be used for ad groups and keywords. Let’s look at the flexible bid strategies which we mentioned.

  1. Target Search Page Location

The best use of this is where cost is not a problem and you want the accounts to be competitive for exact keywords you have determined. You may consider this for branding and if you want to maintain a good position with a very competitive keyword. This strategy is best for campaigns, keywords, and ad groups. It does not do much good if you are working with a tight budget, have very specific CPA goals, or return on investment is a priority. Google will help by using information from 7 days before. It thereby identifies what will be the optimal CPC for you to use to get the best page ad spot. Be sure you have set a maximum bid to better control the per click expenses.

  1. Enhanced CPC (ECPC)

Conversion tracking will be essential. Furthermore, there is a minimum number of conversions per campaign and you will need enough data to make any worthwhile adjustments (between 15 to 20 conversions per campaign at the very least). This strategy will make predictions of the future based upon historical data collected. Obviously, accurate adjustments will be easier the more data you have. These can be used for ad groups and campaigns where conversions are the main priority, but you wish to have control over the bidding process.

Once you have started ECPC, you can expect Google to adjust no more than 50% of your keyword bids and uses a control the other half. You will then be able to raise your maximum CPC to as much as 30% on those keywords deemed most likely to result in a conversion. It is possible to lower bids by almost 100%, should it appear a given keyword is unlikely to generate a conversion. High-volume conversions are best suited for ECPC. However, is not going to be as effective if all you want to do is generate significant percentages of in-store conversion, or perhaps increase your volume of traffic.

  1. Target Outranking Share

it allows for bids to outrank any given domain automatically. Keep in mind this option can only be used in the Search Network. The bids are going to be higher if you decide to outrank another domain, and your budget must reflect the added cost. It is best used in ad groups, campaigns, and keywords. You must participate in given auction for this bidding strategy to show you.

There are other auction factors and the quality score that determines final ad placement. It makes good sense to set the highest maximum CPC you can afford so you’re able to have better control over pay per click activity. The Auction Insights Report is a valuable Google tool as reference. You must wait up to seven days before any results are noticeable and you should wait at least that long before you make any significant changes the bidding strategy.


  1. Target CPA


Target Cost Per Acquisition bidding will need no less than 15 conversions in a span of 30 days in addition to a set conversion tracking system. Google will then optimize the account for any conversions you wish at the CPA goal created. You should be careful because the expense can run wild. Creating a maximum CPC bid beforehand can prevent budget money from being wasted.


If conversions are important at a given level, then target CPA is a good bidding strategy. It works best with ad groups and campaigns. Target CPA places a special emphasis on conversions. Once target CPA bidding is implemented, Google is going to suggest a beginning CPA bid drawn from previous data. You can increase expenses to raise the CPC, getting more conversions the consequence. You can also decrease your CPA target but this at the risk of lowering your conversion statistics.

You want to concentrate on the volume of conversion. This is not something you ought to consider if you wish more traffic, because target CPA may lower the number of auctions your ads can appear in. Additionally, a low conversion rate (something perhaps below 15 or so a month) or a business that gets large numbers of in-store traffic is not best suited for target CPA. If you are not taking advantage of Google’s website call tracking or if you happen to be getting lots of phone calls, this is not the best bidding strategy for you.

  1. Target Return on Ad Spend (ROAS)


ROAS needs conversion tracking and set values for all conversions. Additionally, within the past 30 days there must be no less than 15 conversions noted. Better historical data is going to permit good predictions of future performance. You can use this strategy as a way to balance volume and cost for conversion. It is something that can be used for keywords, campaigns, and ad groups.


The Target ROAS will help any advertiser who wants a balanced strategy for conversion volume and return on investment. The cost per conversion value you have from the past is going to help. Google will suggest not setting up maximum and minimum bid limits for ROAS. The reason is limiting performance and preventing any adjustments. However, you can increase your conversion volume and get the desired return on the ad spend. It is going to help if you have multiple products with separate conversion values. AdWords helps by bidding either up or down on given keywords automatically.


  1. Maximize Clicks

If you want to maximize your traffic, then Maximize Clicks is a great strategy. You are out to boost the size of your traffic and AdWords will help. Bids are automatically increased and decreased within a set budget. If that budget has not been set, Google will help by trying to get a lot of clicks within the given daily budget. This is best used in ad groups, campaigns, and keywords.

We suggest you set bid limits. If you don’t, AdWords will set bids for what is likely to get the most clicks. If you have a maximum CPC bid, you’re able to easily control costs. You have the option of setting a target and AdWords will try to get a large number of clicks within the target budget. Keep in mind that a target budget should not be set higher than the daily budget. The reason is that AdWords will not spend more than the daily budget.

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