Bid Strategy

What is a bidding strategy?

AdWords offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions, or views you can determine which strategy is best for you. In this article, we'll describe how to use your advertising goals to choose your bid strategy.


Goals Of Bid Strategy

Consider Your Goals :

      Each Bid Strategy Is Suited For different kind of campaign and advertising goals for the purpose of bidding you want to consider there basic type of goals along with your current campaign settings.

1. If You Want To Generate Traffic To Your Website :

     Focusing on click could be ideal for you . cost per click bidding may be right for your campaign

2. If You Want To Increase Your Brand Awareness :

     Not drive traffic to your site focusing on impressions may be your strategy . you can use cost per thousand viewable impressions bidding to put you message infront of customers.

3. If You Want To Take Direct Action On Your Site :

    If you are using conversion tracking then it may be best to focus on conversion . 

Bidding Strategy Under

1.Search Network Only :

Ads in a "Search Network only" campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords. For example, say you run a local music school. A "Search Network only" campaign lets you show your text ads to high-potential customers right when they’re searching for "guitar lessons."

This article explains how "Search Network only" campaigns work.

How it works

Ads are matched to search results pages based on the terms or phrases someone searches. For example, a search on Google for "home plumbing repair" might show an ad that uses that phrase as a keyword.

Search Network only campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone is intentionally seeking out a product or service like yours, they're much more likely to find your ad helpful, and click it.

A Search Network only campaign may be a good option for you if you meet one or more of the following criteria:

• You want your ads to appear near Google search results
• You only want to reach customers searching for your specific product or service

"Search Network only" campaign subtypes

Both subtypes of "Search Network only" campaigns allow you to show keyword-targeted text ads on the Google Search Network. 

Search Network only (Standard)

Available features

• Basic location targeting
• Basic bidding and budget settings
• Common ad extensions to include a phone number, URL, location, or social link 
• Language targeting

2.Display Network Only

"Display Network only" campaigns are best if you'd like to show ads on websites and apps when your keywords are related to the sites' content.

How it works

The Google Display Network is designed to help you find the right audience. Its targeting options let you strategically show your message to potential customers at the right place and the right time. Here are some examples of how you can approach targeting:

Find new customers or engage your existing customers using audiences. Similar audiences and in-market audiences allow you to target people who are most likely to be interested in your products, helping you find new prospective customers. You can also use data, like remarketing lists, to help you re-engage people who previously visited your site.

Drive more conversions using automation. Automated targeting helps you get more conversions by finding high-performing audiences based on your existing audiences and landing page. By automatically optimizing over time, AdWords can learn which audiences work for you. Automated bidding automatically adjusts your bid to help you meet your return on investment. Smart display campaigns combine the best of automated targeting, bidding, and creatives to maximize your conversions on AdWords. 

Move people with images

Display is your chance to engage users with appealing ad formats. Here are some of the ad types you can run on the Display Network:

• Responsive ads. Creating ads on the Google Display Network is partially automated with responsive ads. To create them, simply enter your ad text, then add your images and logo. (You can also use our library of images at no cost.) Both new and advanced users benefit from responsive ads because they show as "native" ads, and blend into the font and feel of the publisher's site. 
• Uploaded image ads. For more control, you can create and upload ads. You can upload ads as images in different sizes or HTML5. 
• Engagement ads. Run engaging image and video ads on YouTube and across the Display Network. 
• Gmail ads. Show expandable ads on the top tabs of people's inboxes. 

When ads show

While the Search Network can reach people when they're already searching for specific good or services, the Display Network can help you capture someone's attention earlier in the buying cycle. You can put your ads in front of people before they start searching for what you offer, which can be key for your overall advertising strategy. You can also remind people of what they're interested in, as in the case of remarketing to people who've previously visited your site or app. 

Measure your results

AdWords lets you measure how well you’re meeting your goals. See which webpages run your ads, which ads deliver the most clicks, and which sites give you the most value for the lowest cost. 

Plan ahead 

Changes in the Display Network can take 12-24 hours to apply and may not show right away. Keep this in mind while creating a new campaign or making changes to an existing campaign. You may want to set up your campaign a few days before the launch and set the start date in the future.