7 Bid Strategies for Effective PPC Ad Campaigns

Running successful PPC campaigns isn’t just about creating great ads – it’s about choosing the right bidding strategy at the right time. Here’s a comprehensive list of seven proven bidding strategies and when to use them.

• Manual CPC & Enhanced CPC
  Manual CPC (Cost-Per-Click) puts you in the driver’s seat of your campaign bidding. You set the maximum amount you’ll pay for each click on your ads, giving you granular control over your spending at the keyword level. This strategy requires hands-on management but offers unmatched control over your campaign economics.Enhanced CPC (eCPC) builds on manual bidding by adding an automation layer. While you still set your base bids, Google’s algorithm can adjust them up or down by up to 20% based on the likelihood of a conversion. For example, if someone searches at 2 PM from a desktop device (which your data shows converts well), the system might increase your bid. Conversely, if someone searches at 3 AM from a mobile device (which historically converts poorly), it might lower your bid.
  When to use it

1. • New campaigns with no conversion history
   • When you want to maintain tight control over costs
   • Testing new markets or audiences
   • When you have specific bid requirements for different keywordsImplementation tips

• • • 
• Maximize Clicks
  Maximize Clicks is an automated bidding strategy that optimizes your campaign to get the most clicks possible within your budget. This strategy takes the complexity out of bid management while focusing purely on driving traffic. It’s particularly effective when you’re trying to gather data quickly or when conversion tracking isn’t yet set up. The system will automatically adjust bids across your keywords, taking into account factors like device, location, time of day, and even the specific auction dynamics of each search.When to use it
  • New campaigns focused on driving traffic
  • Brand awareness campaigns
  • When you have limited conversion data
  • Content-heavy websites where engagement metrics matter more than immediate conversions
  • Testing new market segments or audienceImplementation tips

• • • Always set a maximum CPC limit to prevent unexpectedly high costs
    • Start with a conservative daily budget and gradually increase it
    • Monitor your Quality Scores closely as they directly impact your cost per click
    • Use negative keywords aggressively to ensure traffic quality
    • Review search terms reports frequently to optimize targeting

• Maximize Conversions
  Maximize Conversions is an advanced automated bidding strategy that leverages Google’s machine learning to optimize for the highest number of conversions within your budget. Unlike simpler strategies, it considers hundreds of auction-time signals like device, location, time of day, remarketing lists, and even browser type to predict the likelihood of conversion for each auction.The strategy works by analyzing your historical conversion data and user behavior patterns to identify high-value auction opportunities. It then adjusts bids in real-time to capture these opportunities. Sometimes, the bidding is significantly higher for users who match patterns like previous converters, which can lead to varying CPCs. However, the focus is on driving conversion volume rather than controlling individual click costs.

  When to use it

  • After gathering initial campaign data (at least 2–3 weeks of performance history)
  • When you care more about conversion volume than cost
  • As a bridge strategy before moving to Target CPA
  • When you have reliable conversion tracking but unclear CPA goals
  • For businesses with flexible conversion value (e.g., lead generation where lead quality varies)
    
    Implementation tips
    • Start with a conservative daily budget of at least 10x your average CPA
    • Ensure your conversion tracking is properly set up and recording accurately
    • Give the system at least 2 weeks to learn and optimize before making major changes
    • Monitor conversion rates across different segments (devices, locations, etc.)
    • Consider starting without a target CPA and adding one later based on performance
• Target CPA (Cost Per Acquisition)
  Target CPA (tCPA) is a sophisticated automated PPC bidding strategy that aims to generate as many conversions as possible at your specified cost per acquisition. This strategy uses machine learning to predict the conversion probability of each auction and adjust bids to maintain your target CPA over time.The system analyzes historical data along with real-time signals to make informed bidding decisions. For example, if data shows that users on mobile devices during evening hours have a higher conversion rate, the system might bid more aggressively for those auctions. Conversely, it might reduce bids or not bid at all for scenarios with low conversion probability, even if the click cost would be low.

  When to use it

  • After collecting 30+ conversions in 30 days
  • When you have a clear cost-per-conversion target
  • Mature campaigns with a stable conversion history
  • When you need to scale while maintaining efficiency
  • For businesses with consistent conversion valuesImplementation tips
    • Set your initial target CPA about 10% higher than your current average CPA
    • Ensure you have conversion tracking properly set up
    • Start with a budget at least 15x your target CPA
    • Allow 2-3 weeks for the system to optimize to your target
    • Monitor conversion volume to ensure you’re not sacrificing too many conversions for efficiency
• Target ROAS (Return on Ad Spend)
  Target ROAS (tROAS) is an advanced PPC bidding strategy specifically designed for campaigns where conversion values vary significantly. This strategy optimizes for revenue rather than just conversion count, making it ideal for ecommerce and other value-based campaigns.The system uses machine learning to predict not just the likelihood of conversion, but also the potential value of each conversion based on historical data. It then adjusts bids in real-time to maintain your specified return on ad spend target.

  For instance, if data shows that certain products have higher average order values or that specific audience segments tend to make larger purchases, the system will bid more aggressively for these opportunities.

  When to use it

  • Ecommerce campaigns with conversion value tracking
  • When you have a specific return on investment goal
  • After collecting sufficient conversion value data (at least 50 conversions in 30 days)
  • Campaigns selling products/services with varying prices
  • When you have accurate revenue data feeding into Google Ads
    
    Implementation tips 
    • Start with a target ROAS slightly lower than your current ROAS
    • Ensure accurate conversion value tracking across all products
    • Set a budget at least 20x your average order value
    • Consider seasonality and promotion periods when setting targets
    • Monitor both conversion volume and revenue to ensure balanced performance
• Target Impression Share
  Target Impression Share is a unique PPC bidding strategy that focuses on visibility rather than direct response metrics. It automatically adjusts your bids to show your ads in your chosen placement (top of page, absolute top, or anywhere on the page) a target percentage of the time.This strategy is particularly valuable for brand protection and awareness campaigns. The system monitors your impression share and adjusts bids to maintain your target visibility.

  For example, if you want your brand ads to appear at the absolute top of the page 80% of the time when someone searches for your brand name, this strategy automatically adjusts bids to achieve that goal.

  When to use it

  • Brand campaigns where visibility is crucial
  • Competitor targeting campaigns
  • When market presence is more important than immediate conversions
  • During high-competition periods (like holiday seasons)
  • For businesses in industries where brand visibility directly impacts trustImplementation tips

• • • Choose placement based on your goals (absolute top for maximum visibility)
    • Set a reasonable maximum CPC to prevent overspending
    • Monitor average CPC and adjust targets if costs are too high
    • Consider different targets for brand vs. non-brand campaigns
    • Use in conjunction with other campaigns targeting different goals
•  
• Cost-Per-View (CPV)
  Cost-per-view (CPV) bidding is specifically designed for video advertising campaigns, particularly on YouTube and the Google Video Network. This strategy optimizes for video views and engagement, making it ideal for brand awareness and video marketing initiatives.With CPV bidding, you only pay when someone watches your video ad for at least 30 seconds (or the entire duration if it’s shorter) or interacts with it. The system optimizes your bids to maximize meaningful video views within your budget, considering factors like viewer engagement patterns, device type, and viewing context.

  When to use it

  • YouTube ad campaigns
  • Video marketing initiatives
  • Brand awareness campaigns using video content
  • When building a video audience for remarketing
  • Content marketing strategies involving videoImplementation tips

• • • Start with a conservative CPV bid (usually under $0.10)
    • Create an engaging first 5 seconds to capture attention
    • Monitor view rate and audience retention metrics
    • Test different video lengths and formats
    • Use audience targeting to improve view quality
• Our Recommendation: Use a Progressive Strategy
• There are no one-size-fits-all bidding strategies with PPC campaigns. We recommend you follow a progressive approach to PPC bidding strategies. Here’s a possible roadmap

1. Initial Phase (Weeks 1-2)

• • Start with Manual CPC or Maximize Clicks
  • Set a conservative budget and max CPC limits
  • Focus on gathering baseline performance data

2. Early Optimization (Weeks 2-4)

• • Move to Enhanced CPC after 5+ conversions
  • Begin optimizing based on initial performance data
  • Start identifying high-performing segments

3. Intermediate Phase (Weeks 4-8)

• • Switch to Maximize Conversions after 10–15 conversions
  • Remove CPA targets initially to allow for learning
  • Gradually increase the budget as performance stabilizes

4. Advanced Phase (Month 2+)

• • Graduate to Target CPA or ROAS after 30 conversions in 30 days
  • Set targets based on historical performance
  • Continue optimizing and scaling based on results
• Note: There isn’t a standard bid strategy you start with. A lot will depend on your campaign goals, industry, and target country, plus whether this is a brand-new ad account or one with existing data.
• Hire Digitezz To develop and Implement an Effective PPC Bidding Strategy for Your Business
• The key to success in PPC bidding strategy isn’t picking the “best” strategy – it’s choosing the right strategy for your current situation and evolving as your campaign matures. Start simple, gather data, and progressively move toward more sophisticated bidding strategies as your campaigns prove themselves. Remember that what works for one business might not work for another, always test and adjust based on your specific results and goals.
• If you need a professional digital marketing agency to help you build an effective search engine marketing strategy that generates conversion, Digitezz can help. Book a free consultation to see how we can help you reduce the cost of advertising and improve conversion with tailored PPC bidding strategies.