Google Ads offers many bidding strategies to choose from for your campaign. Before you select the right bid strategy for your marketing goal, you need to think about what you need to achieve: awareness, consideration, conversion or revenue. Keeping that in mind, you can choose the best option for your campaign.

Awareness-based bidding strategy

If your campaign aims to increase brand awareness or knowledge about your new product for a specific audience, you have the Target Impression Share option:

• Target impression share: helps make sure your ads are meeting a particular impression share threshold for a specific location on the search results page: anywhere, top of the page, or absolute top of the page. This option is for raising awareness of your brand and campaigns that include brand terms.

Consideration-focused bidding strategy

In case your campaign wants to drive as many clicks as possible within a set level of spending to increase traffic, you have the Maximize Clicks option:

• Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend an amount that you choose. Its best fits for budget-constrained campaigns focused on driving clicks, drive more click volume, maximize traffic when the extra budget is received, or upper funnel keywords that have high assist value in the conversion.

Conversion-focused bidding strategy

If you’re tracking actions after the ad click, valuing conversions and looking to maximize the number of conversions, choose one of these bid strategies:

• Maximize Conversions: Drive as much conversion volume as possible within your budget. You don’t need to provide a specific CPC, CPA, or ROAS target. It’s suitable for advertisers who want to maximize the number of conversions for a campaign or want to spend a fixed budget and don’t have an explicit CPA/ROAS goal.

• Target cost-per-acquisition (tCPA): Maximize the number of conversions, without considering order value. This strategy automatically sets bids to help you increase conversions while reaching your average CPA goal. You can choose to pay for conversions billing.

• Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid based on each click’s likelihood to result in a conversion. It’s a recommended approach for those who want to set the core bid manually (or through third-party bidding tool) with an added layer of real-time optimization on search ads. For Display, this is for those who haven’t conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It’s also great for lead generation and to drive online sales. But remember, you must be tracking conversions to work correctly, except for eCPC on Display.

Revenue-focused bidding strategy

If you’re tracking the value associated with your conversions or the revenue and want to maximize it at a specific return on ad spend target, choose the Target Return on Ad Spend (Target ROAS).

• Target return on ad spend (Target ROAS): Automatically sets bids to help your campaign to get as much conversion value as possible at the target ROAS you set. They’re a good fit if you’re tracking conversion value and have at least 50 conversions in the last 30 days for Search and at least 15 conversions in the previous 30 days for Display.

Knowing how to identify the right bidding strategy based on your marketing goals is essential to spend wisely your budget on Google Ads. Which one is the right strategy for your campaign?