In this video, John Moran provides a detailed guide on the different bidding strategies available on Google Ads. What are they, how do you use them and when should you use them?

⭕ Maximize Clicks: Useful for exploratory campaigns, especially at the start. It starts by bidding high and then reduces bids gradually to find the optimal position for getting the maximum number of clicks. This strategy is beneficial for understanding where your ads perform best on the page.

⭕ Maximize Conversions: This strategy is highly aggressive and best suited for campaigns with large budgets where rapid scaling is desired. It focuses on getting as many conversions as possible, regardless of cost.

In this video:

Maximize Clicks (01:17 - 04:13)
- Starts high and gradually reduces CPC
- Good for initial testing and positioning
- Works well for e-commerce, may deliver lower quality leads for lead generation

Maximize Clicks with Maximum Bid Limit (04:14 - 05:18)
- Caps the maximum CPC at a set limit
- Useful for high-intent, expensive keywords
- Can be restrictive depending on match type

Maximize Conversions (05:19 - 06:26)
- Very aggressive bidding strategy
- Good for big budgets and quick launches
- Limits scale as it sells conversions, not traffic

Maximize Conversions + TCPA (06:26 - 07:57)
- TCPA stands for Target Cost Per Action
- Allows setting a target cost for each conversion
- Limits spend based on conversion likelihood

Maximize Conversion Value (07:58 - 09:00)
- Focuses on the value of conversions rather than quantity
- Takes longer to learn and requires more data
- May sacrifice quantity for higher-value conversions

Maximize Conversion Value + TROAS (09:00 - 10:37)
- TROAS stands for Target Return on Ad Spend
- Can set a target return percentage (default is 200%)
- Aims to achieve specified ROI while maximizing conversion value

Target Impression Share (10:38 - 12:37)
- Great for brand campaigns or when top positions are crucial
- Allows choosing placement (absolute top, top, or anywhere) and frequency
- Works well for protecting brand searches and reacting to competitors

Manual CPC (12:38 - 13:35)
- Sets a maximum bid for keywords
- Operates like a manual auction
- Simple to use but requires more hands-on management

Enhanced Manual CPC options (13:35 - 14:13)
- Includes Google's automated bid adjustments
- Aims to improve performance while maintaining manual control

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