- #Target impression share manual
- #Target impression share full
This is one of the few fully automated bidding strategies. Target Impression Share is quite an aggressive strategy and is mostly recommended for brand campaigns. To find out more about the Max Clics strategy in Google ads check out Google’s official documentation. This will leave your Optimization Score always limited and this can have an impact on your campaign’s performance.
Just like eCPC, because you are not optimizing for conversions, as long as you track conversions in the campaign Google will push you to switch to a fully automated strategy focused on conversions. You can still track them yes, but the strategy won’t try to optimize to bring as many conversions as possible. This strategy doesn’t allow you to focus on generating conversions. You can limit the max CPC on the campaign level, you don’t have control over every single keyword. There is no micro-management on the keyword level. Just like the eCPC strategy, all bid adjustments on device, location, and ad schedule are taken into account. It still gives you control over the max CPC you would like to pay. It’s a great way to test out the grounds quickly and generate a lot of volumes. 
It’s a great strategy for your Brand campaign when you are absolutely certain about the keywords you would like to target. It takes away a lot of the pressure to constantly monitor the performance, like in the case of eCPC, as this strategy is semi-automatic. 
Its main objective is to generate as many clicks (in other words traffic) as possible under a max CPC that you can define in the settings of the campaign. The name of this strategy is quite self-explanatory. This will impact your Optimization Score and indirectly impact and limit the overall performance of your campaign.įor additional details, please check out Google’s official documentation for eCPC strategy.Īutomated Bidding Strategies in Google Ads Maximize Clicks (Max Clicks)
Google constantly suggests switching to an automated strategy, especially if you are tracking conversions (Included in the conversions column) in the campaign. You are missing out on other signals that Google uses as inputs for their algorithms behind the other automated strategies which can help in successfully achieving the campaign’s goal. #Target impression share manual
If you are looking to have super strict control over the CPC you may be better off opting for the Manual CPC strategy. When looking on a weekly bases, the overall CPC should be within the defined one.
The actual CPC may vary, it may increase and decrease. This can be made easier by using Google Ads Editor or making your adjustments on a more global level. #Target impression share full
Managing campaigns with eCPC will require your full attention and time. In this case, usually certain data numbers are in blue and underlined and when hovering above it with your mouse you can then see potential explanations for the change that has occurred. (Advanced) This is only specific to Google Ads and is still in beta, but it’s a feature that appears when looking at longer timeframes.
The eCPC strategy still puts focus on generating conversion which you can define when setting it up or later on in the settings. Unlike other automated strategies, eCPC (also Max Clicks) takes into account every bid adjustment on devices, locations, ad schedules, audiences, and demographics. You can easily limit when the performance is bad and also boost swiftly when the performance is good. As a campaign manager, with this strategy, you have the most control over the campaigns. You are the main decision-maker here, you decide what the desired CPC (cost per click) should be. With this manual strategy, you have full control over everything in your campaign. Unlike the other bidding strategies in Google ads, this strategy can be found across all advertising platforms. Manual Bidding Strategies in Google Ads Manual CPC & Enhanced CPC (eCPC) Summary & Tips About Bid Strategies in Google Ads. Disadvantages of Using Max Conversion Value & Target ROAS. Advantages of using Max Conversion Value & Target ROAS. Maximize Conversion Value (Max Conversion Value) & Target Return on Ad Spend (tROAS). Target Cost Per Action/Acquisition (tCPA). Disadvantages of Using Target Impression Share. Advantages of Using Target Impression Share. 
Automated Bidding Strategies in Google Ads.Manual Bidding Strategies in Google Ads.
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