Transcript
How To Change Manual CPC Bidding
Hey everyone, it’s Nick with Growmeo Marketing. In this video, I’m going to show you how to change your bid strategy in Google Ads. I’m going to show you the different bid types and I’ll show you how to change it at the campaign ad group and keyword level.
Let’s get started.
We are in a campaign titled the search campaign and there are two ad groups, one titled plumbing plumbing and one titled HVAC. We are currently set to regular manual CPC. And you know that because this column right here, default max CPC is showing. I’m going to click on campaign settings. And I’ll show you where you’ll change your bid strategy.
As it opens, you can see right here that it’s set to manual CPC, which is manual bidding. Now, let’s say you wanted to change your bidding at just the ad group level. Right now, your bidding is set up for $4 for everything in the campaign, for every ad group, but you wanted to increase the CPC for plumbing because you’re getting better results with plumbing.
Underneath this column right here, click on it and you can change it from four to six. And what this will do is this will change the keywords that have not been individually changed to $6 automatically. So, let’s click into the ad group, and it’s going to show us all the keywords in the ad group. And you can see all but one of them automatically went from $4 to $6. This one stayed at 10.
Why?
Because I changed it individually at the keyword level. And that overrides whatever you would set your bid at at the ad group level.
So, for example, let’s say ‘need plumbing leads’ has been performing well for you and you want to increase the bid. Click into it and it was currently set at 10 and we can change it to 15. Click save and that’s how you change your bid at the keyword level. You can’t do this with any other type of bidding. You can only do this with manual CPC bidding. Manual CPC bidding is good for brand new campaigns and new accounts that don’t have a bunch of conversion data to give to Google and that Google can take advantage of and for those who want to have 100% complete control over their bidding.
But, let’s say you’ve been running your campaigns now for a couple months. You have conversion data that Google can take advantage of and you want to start testing a smart bidding strategy. Let’s go back to our campaign and we’re going to go up to campaign settings.
And, what we want to do is we want to go from manual CPC bidding to conversion-based bidding or smart bidding. We change the bidding strategy
and then we switch it to conversions and we’ll click save. In this setting, what we’re telling Google to do is go get us as many conversions as possible with our bid strategy. And you can kind of double check if that has taken place by refreshing.
Take a look at this column and you’re going to see that it’s going to change. Refresh the page. And you can see that it now says target CPA, but there’s no numbers in here. And that indicates to you that you are now using maximize conversions.
So, what is target CPA?
Let’s say that you are currently getting leads for $100 each, but you want to see if you can get leads for $75 and you want to get them cheaper. There’s a setting for that. Go back up to campaign settings. And in this case, instead of telling Google, just go give me a bunch of leads, you want to tell Google, get me leads at a certain cost.
So, click this button. And in this field, you can put in whatever number you want. In this example, we’re going to use 75 because we’ve been getting leads at 100 and we want to try and get them lower. So, what we want to do is we want to tell Google, Google, try and get us as many leads as you can, but do it at $75 per lead. Click save. We’re going to go back and take a look at this column here. You’re going to watch it change.
We’re going to refresh the page.
And now we see $75. Again, that we’re telling Google in this situation that we want to try and get leads at $75. Have you set it up correctly? Well, doing this lets you know that yes, you are now doing target CPA bidding and you’re telling Google, give me leads at $75 per lead. Now, the other option for e-commerce companies is oftentimes its target CPA isn’t the best solution. It may be better than manual CPC, but it doesn’t include revenue.
You want to try and get as much revenue as you can with your ad spend. In this situation, we want to do maximize conversion value or target ROAS, which stands for return on ad spend.
Again, we’re going to go to campaign settings and we are going to change maximize conversion target CPA bidding to conversion value. Much like maximize conversion, conversion value or maximize conversion value tells Google, go give me as much money as possible. And we’ll click save. And we go back and hit refresh and watch this column change.
Maximize Conversion Value Bidding
And now you know you’re doing maximize conversion value targeting. But you see target rorowaz. Again, rorowass stands for return on ad spend. There is no number in here and that indicates to you that you are set to maximize conversion value bidding. But let’s say you wanted to get a very specific return on your ad spend. Maybe it’s 3x or 4x. And when I say 3x, that essentially means 3 one or 300%.
So in that example at 300% you want to you’re telling Google for every dollar I spend I want to get $3 back. That would be 300%. And for this example if that’s what you wanted to achieve. Set a target return on ad spend. Click on this and put in 300%. And what you’re telling Google in this case is you want to return a 300% on your ad spend or 3x. Again, for every $1 you spend, you want to get $3 back. Click save.
Let’s go back. Take a look at this column. We’re going to hit refresh. And you’ll see 300% show up in the target ROAS field. And there it is, 300%. And this lets you know that your bidding is set to target ROAS at 300%.
Target Impression Share Bidding
Now, there is one more bid setting that is rarely used, but a common way that you would use it is for your brand campaigns where you’re only targeting your brand terms. And you want to protect those and you want your ad to show up almost 100% of the time top the page for your brand terms.
change bid strategy. Click in the field and you will see impression share. And in this situation, what you’re telling Google, the goal is impressions, ad impressions. The goal isn’t to try and generate revenue or clicks or conversions. It’s just about ad impressions.
And you have three options. anywhere on the results page, meaning the top of the page, the bottom of the page, the top of the results page, and that would be the section, a top Google search results page is where you typically see two, three, four ads just up there. Or the absolute top, which is essentially the number one position.
Let’s use that as an example. Let’s say we want your ad for just your brand terms to show up in the number one position. And you get to choose a percentage. You could choose 70, 80, 90, 100, 10%. But let’s say you want to be really aggressive. Put 100% here. And you’re willing to pay up to $30 per click.
So in the setting you see right now, what you’re telling Google is, Google, I want my ad to show up in the number one position 100% of the time, and I’m willing to spend $30 to do it. Let’s say you don’t want to necessarily be that aggressive. And so you click top of results page.
What you’re telling Google in this situation is Google, I just want my ad to show up in that top section. It doesn’t have to be the number one ad. It could be in the second position or the third position. I just want to show up in that section 100% of the time. And I’m willing to pay up to $30.
Again, this is typically done for people who are running brand campaigns and they’re trying to be they’re trying to protect their brand terms from competitors so they always show up there and they don’t get crowded out by competitors.
