Manual Bidding Is So 2023. Welcome To The AI-Pocalypse

Hey friends,

Any marketer knows that staying ahead of the curve is obviously key. And it's time to let AI work its magic when it comes to bidding strategies.

So grab your favourite caffeinated beverage because we're about to explore AI-powered bidding strategies that will help you skyrocket your ROI and hit those marketing goals like the champ I know you are.

1. Target CPA (tCPA): The Budget-Savvy Conversion Machine

Want more conversions without breaking the bank? tCPA is your go-to. You can set your desired cost-per-acquisition, and Google's AI will do the heavy lifting, maximizing conversions within your budget. It's like having a personal bidding assistant 24/7.

Pro Tip: Add a little wiggle room (10-15%) to your benchmark tCPA target to give the AI breathing space to learn and optimize.

2. Target ROAS: The Revenue Booster

If you're all about maximizing return on ad spend, Target ROAS is your new best friend. This strategy focuses on achieving a specific return percentage on your ad spend, ensuring every dollar counts. It's perfect for e-commerce and high-value transactions.

Pro Tip: Don't be afraid to set different ROAS targets for brand and non-brand campaigns. Brand terms tend to bring in higher ROAS, so adjust accordingly.

3. Maximize Conversions (Max Conv): The Conversion King

Need a flood of conversions? Max Conv is here to deliver. This strategy prioritizes getting you the most conversions possible within your budget. It's ideal for new product launches or when you want to reach a wider audience.

Pro Tip: Integrate your CRM with Google Ads to feed valuable lead information into the system. This helps the AI learn what a "good" lead looks like for your business, leading to even better results.

4. Maximize Conversion Value (Max Conv Value): The Profit Maximizer

Ready to take things to the next level? Max Conv Value focuses on revenue, not just conversions. It's perfect for campaigns with products at various price points and when you want to boost your bottom line.

Pro Tip: Start with Max Conv to gather initial data, then switch to Max Conv Value once you have enough information to optimize for those high-value conversions.

5. Maximize Clicks (Max Clicks): The Traffic Driver

Need more eyeballs on your website? Max Clicks is your answer. This strategy aims to get you the most clicks possible within your budget. It's great for new campaigns or when you want to increase brand visibility.

Pro Tip: Set a maximum CPC bid limit to avoid overspending on individual clicks.

6. Target Impression Share: The Brand Builder

Want to dominate the search results page? Target Impression Share is your ticket to the spotlight. This strategy aims to achieve a specific ad impression share, putting your brand front and center. It's perfect for increasing visibility and gaining a competitive advantage.

Pro Tip: Start with a conservative target and gradually increase it as you gather more data and insights.

Remember: The key to success with these strategies is accurate conversion tracking and sufficient historical data. And always make sure your daily budget aligns with your target metrics to avoid limiting your campaign's reach.

So, which strategy are you going to try first? Let me know how it goes - I'm always up for swapping success stories (and maybe a few bidding tips). ??

Happy advertising!

Your PPC bestie, Ameet and the Hop Skip Media team.