Google Ads Smart Bidding – A Deep Dive into Your Options and the Best Uses for Each

Google Ads is one of the most popular and effective online advertising platforms, allowing businesses to reach their target audience through search, display, and video ads. One of the key elements of a successful Google Ads campaign is the bidding strategy, which determines how much an advertiser is willing to pay for each click or impression. In this article, we will explore some of the most popular Google Ads smart bidding strategies and the best use cases for each.

Enhanced CPC (Cost-per-click) bidding is a hybrid bidding strategy that combines manual bidding with machine learning. With Enhanced CPC, Google Ads automatically adjusts the manual bid based on the likelihood of the ad converting. Enhanced CPC bidding is ideal for businesses that want to have some control over their bids but also want to take advantage of Google’s machine learning capabilities to optimize their bids.

Enhanced CPC works by analyzing the data from your campaign, including historical conversion data, to determine which clicks are more likely to lead to conversions. Google Ads then automatically adjusts your bids for these clicks, increasing them for clicks that are more likely to result in conversions and decreasing them for clicks that are less likely to convert.

Here are some scenarios where Enhanced CPC smart bidding strategy can be an effective choice:

1. Campaigns with conversion tracking: If you have conversion tracking set up, Enhanced CPC bidding strategy can help you get more conversions while still staying within your target CPA. By analyzing historical conversion data, this bidding strategy can help you optimize your bids and get more conversions.
2. Advertisers with limited time to manage campaigns: If you don’t have a lot of time to manage your campaigns manually, Enhanced CPC bidding strategy can help you optimize your bids automatically and get more conversions without spending a lot of time managing your campaigns.
3. Advertisers with unpredictable conversion rates: If you have unpredictable conversion rates, and you want to get more conversions while still staying within your target CPA, Enhanced CPC bidding strategy can help you adjust your bids automatically and get more conversions.
4. Campaigns with a variety of keywords: If you have campaigns with a wide variety of keywords, and you want to get more conversions while still staying within your target CPA, Enhanced CPC bidding strategy can help you optimize your bids and get more conversions for each keyword.

Enhanced CPC smart bidding strategy is an effective choice for businesses that want some control over their CPC’s, while still focusing on getting more conversions. It gives Google a little more leeway, in comparison to the manual CPC bidding strategy, to optimize your bids to help drive conversions.

Maximize Clicks is a Google Ads smart bidding strategy that allows advertisers to set their bids to get as many clicks as possible within their daily budget. With this strategy, Google Ads automatically adjusts the bids to maximize the number of clicks that an ad can receive while staying within the advertiser’s budget.

Maximize Clicks can be used as both a manual and automated bidding strategy, depending on the advertiser’s goals. If you’re using manual bidding, you can increase your bids to increase your chances of getting more clicks, while with automated bidding, Google Ads will automatically adjust your bids to maximize the number of clicks your ads receive.

Here are some scenarios where Maximize Clicks smart bidding strategy can be an effective choice:

1. New campaigns: If you’re launching a new campaign and want to drive as much traffic as possible to your website or landing page, Maximize Clicks bidding strategy can help you increase the visibility of your ads and get more clicks.
2. Limited budget: If you have a limited budget, and you want to get as many clicks as possible within your budget, Maximize Clicks bidding strategy can help you optimize your ad spend and get the most clicks for your money.
3. Low competition: If you’re operating in a market with low competition, and you want to maximize your clicks and reach a larger audience, Maximize Clicks bidding strategy can help you increase your ad exposure and drive more traffic to your website or landing page.
4. Awareness campaigns: If you’re running awareness campaigns and want to get more people to visit your website or landing page, Maximize Clicks bidding strategy can help you increase your ad exposure and drive more traffic to your website or landing page.

Maximize Clicks smart bidding strategy can be an effective choice for businesses that want to increase their visibility and drive more traffic to their website or landing page. By maximizing the number of clicks that their ads receive, businesses can increase their ad exposure, reach a larger audience, and ultimately drive more sales or conversions.

Maximize Conversions is a Google Ads smart bidding strategy that uses machine learning to automatically set bids to get as many conversions as possible within your daily budget. This strategy is ideal for businesses that want to drive the maximum number of conversions while spending their entire daily budget.

With Maximize Conversions bidding strategy, Google Ads uses historical data to predict which ad auctions are more likely to lead to conversions and then sets bids accordingly. The algorithm adjusts bids in real-time to maximize the chances of getting the most conversions possible within your budget.

Here are some scenarios where Maximize Conversions smart bidding strategy can be an effective choice:

1. New campaigns: If you’re launching a new campaign and don’t have a clear idea of which keywords or placements will drive the most conversions, Maximize Conversions bidding strategy can help you quickly test and optimize your campaign by driving as many conversions as possible.
2. Large campaigns: If you have a large campaign with multiple ad groups and keywords, manually setting bids can be time-consuming and challenging. Maximize Conversions bidding strategy can help you optimize your bids automatically and save time while driving more conversions.
3. Time-sensitive campaigns: If you have a time-sensitive campaign, such as a limited-time offer or promotion, you want to drive as many conversions as possible within a short period. Maximize Conversions bidding strategy can help you maximize your conversions and make the most of your limited time and budget.
4. Conversions with similar values: If your conversions have similar values, and you don’t need to optimize for a specific conversion value, Maximize Conversions bidding strategy can help you drive more conversions while still optimizing your ad spend.

Maximize Conversions smart bidding strategy is an excellent choice for businesses that want to drive the maximum number of conversions while still managing their budget. By using machine learning to set bids based on historical data, this bidding strategy can help you quickly test and optimize your campaign while driving more conversions.

Maximize Conversions with Target CPA is a Google Ads smart bidding strategy that combines the power of the Maximize Conversions strategy with the control of the Target CPA strategy. With this strategy, Google Ads uses machine learning to set bids to get as many conversions as possible while keeping the cost per acquisition (CPA) within the target you set.

Target CPA is a bidding strategy that allows you to set a target cost per conversion. With Maximize Conversions with Target CPA, you can set your target CPA, and Google Ads will use machine learning to maximize the number of conversions while keeping the CPA within your target.

Here are some scenarios where Maximize Conversions with Target CPA smart bidding strategy can be an effective choice:

1. Limited budget: If you have a limited budget, but you still want to get as many conversions as possible while keeping the CPA within your target, Maximize Conversions with Target CPA can help you optimize your ad spend and get the most conversions for your budget.
2. Stable conversion history: If you have a stable conversion history, and your conversion rate is relatively consistent, Maximize Conversions with Target CPA can help you optimize your bidding and drive more conversions while keeping your CPA in check.
3. Specific CPA targets: If you have a clear understanding of your target CPA, and you want to get as many conversions as possible while keeping your costs under control, Maximize Conversions with Target CPA can help you achieve your goals.
4. High-value conversions: If you have high-value conversions that are worth more than average conversions, and you want to maximize the number of these conversions while keeping your CPA within a specific target, Maximize Conversions with Target CPA can help you optimize your bidding and drive more high-value conversions.

Maximize Conversions with Target CPA smart bidding strategy is an excellent choice for businesses that want to optimize their ad spend while still driving as many conversions as possible. By combining the power of Maximize Conversions with the control of Target CPA, this bidding strategy can help you get the most out of your ad spend and achieve your specific CPA targets.

Maximize Conversion Value is a bidding strategy offered by Google Ads that uses machine learning to set bids to get the maximum total conversion value while spending your budget. This strategy is designed for businesses that want to optimize their ad spend to drive the highest possible conversion value rather than simply increasing the number of conversions.

Maximize Conversion Value bidding strategy uses historical data about your campaigns and conversion values to predict which ad auctions are more likely to lead to conversions with higher values. The algorithm then sets bids based on these predictions to maximize the total conversion value of your campaign.

To use Maximize Conversion Value bidding strategy, you need to have conversion tracking set up on your website or app, so Google Ads can track the value of your conversions. You also need to have a clear understanding of your target conversion value, which is the average amount of revenue generated by each conversion.

Here are some scenarios where Maximize Conversion Value smart bidding strategy can be an effective choice:

1. High-value products or services: If you sell high-value products or services, it’s essential to maximize the total conversion value rather than just the number of conversions. Maximize Conversion Value bidding strategy can help you drive more revenue with your existing ad spend by targeting the auctions that are more likely to generate high-value conversions.
2. Limited budget: If you have a limited budget, you want to make sure that you’re spending your money on the most valuable conversions. Maximize Conversion Value bidding strategy can help you optimize your ad spend to drive the most revenue for your business.
3. Seasonal or promotional campaigns: If you have a seasonal or promotional campaign where you offer discounts or special deals, you want to make sure you’re driving the highest possible conversion value. Maximize Conversion Value bidding strategy can help you make the most of your limited time and budget by targeting the most valuable conversions.

Maximize Conversion Value smart bidding strategy is an excellent choice for businesses that want to optimize their ad spend to drive the highest possible conversion value. By using machine learning to set bids based on historical data, this bidding strategy can help you target the most valuable conversions and maximize your ROI.

Maximize Conversion Value with Target ROAS is a Google Ads smart bidding strategy that combines the power of the Maximize Conversion Value strategy with the control of the Target ROAS strategy. With this strategy, Google Ads uses machine learning to set bids to maximize the total conversion value while keeping the return on ad spend (ROAS) within the target you set.

Target ROAS is a bidding strategy that allows you to set a target return on ad spend. With Maximize Conversion Value with Target ROAS, you can set your target ROAS, and Google Ads will use machine learning to maximize the total conversion value while keeping the ROAS within your target.

Here are some scenarios where Maximize Conversion Value with Target ROAS smart bidding strategy can be an effective choice:

1. High-value products or services: If you sell high-value products or services and want to maximize the total conversion value while keeping the ROAS within a specific target, Maximize Conversion Value with Target ROAS can help you optimize your ad spend and get the most value from your campaigns.
2. Flexible budget: If you have a flexible budget and want to get the most conversion value while still keeping the ROAS within a specific target, Maximize Conversion Value with Target ROAS can help you maximize your ad spend and get the best possible results.
3. Dynamic inventory: If you have a dynamic inventory with products or services that have different profit margins, Maximize Conversion Value with Target ROAS can help you optimize your bidding and get the most conversion value while still keeping the ROAS within a specific target.
4. Competitive industries: If you operate in a competitive industry and want to get the most value from your ad spend while keeping the ROAS within a specific target, Maximize Conversion Value with Target ROAS can help you stay competitive and get the best possible results.

Maximize Conversion Value with Target ROAS smart bidding strategy is an excellent choice for businesses that want to optimize their ad spend while still getting the most conversion value and keeping the ROAS within a specific target. By combining the power of Maximize Conversion Value with the control of Target ROAS, this bidding strategy can help you get the best possible results from your campaigns.

Impression Share is a Google Ads smart bidding strategy that allows advertisers to set their bids to increase the percentage of ad impressions that their ads receive in a specific market. With this strategy, the advertiser’s goal is to increase the visibility of their ads in the market by increasing the share of impressions that their ads receive.

Impression Share can be used as both a manual and automated bidding strategy, depending on the advertiser’s goals. If you’re using manual bidding, you can increase your bids to increase your Impression Share, while with automated bidding, Google Ads will automatically adjust your bids to maximize your Impression Share.

Here are some scenarios where Impression Share smart bidding strategy can be an effective choice:

1. Competitive markets: If you’re operating in a highly competitive market, Impression Share bidding strategy can help you increase your visibility and stay competitive. By increasing the percentage of ad impressions your ads receive, you can increase your brand awareness and reach a larger audience.
2. Branding campaigns: If you’re running branding campaigns, Impression Share bidding strategy can help you increase your ad exposure and get your message in front of a larger audience. By increasing the share of impressions that your ads receive, you can improve your brand recall and recognition.
3. New campaigns: If you’re launching a new campaign, and you want to test the market and get more visibility for your ads, Impression Share bidding strategy can help you increase your ad exposure and drive more traffic to your website or landing page.
4. Seasonal campaigns: If you’re running a seasonal campaign, such as a holiday promotion, and you want to get as much visibility as possible during a limited period, Impression Share bidding strategy can help you increase your ad exposure and drive more sales or conversions.

Impression Share smart bidding strategy can be an effective choice for businesses that want to increase their visibility and reach a larger audience. By increasing the share of impressions that your ads receive, you can improve your ad exposure, brand recognition, and ultimately drive more sales or conversions.

In conclusion, choosing the right bidding strategy is crucial for the success of a Google Ads campaign. By understanding the strengths and weaknesses of each bidding strategy, businesses can choose the one that best suits their goals, budget, and target audience. Whether you’re looking to drive traffic, increase conversions, or maximize your return on ad spend, Google Ads has a bidding strategy that can help you achieve your objectives.

At Mosaic, we take an agressive testing appriach to help us determine which bidding strategy is the best fit for each one of our clients campaigns. View some data on tests we have run that compare max conversion vs max conversion value.

If you are interested in talking with Mosaic to help you determine which smart bidding strategy is best for you, reach out today!