How To Bid In Google Ads

How To Articles

Google Ads is an effective platform that enables businesses to connect with their desired audience via online advertisements. Being a digital marketer, I have extensively explored the realm of Google Ads and gained knowledge about various bidding strategies. In this piece, I will share my personal insights and offer comprehensive advice on successfully bidding on Google Ads.

Understanding the Basics

Before we dive into bidding strategies, it’s important to understand some key terms and concepts in Google Ads. The first thing to know is that in Google Ads, you bid on keywords that are relevant to your business. These keywords are what trigger your ads to appear when someone searches for them on Google.

When it comes to bidding, there are two main types: manual bidding and automated bidding. Manual bidding allows you to set your own maximum cost-per-click (CPC) for your ads. This gives you full control over how much you are willing to pay for each click on your ad. On the other hand, automated bidding uses machine learning algorithms to automatically adjust your bids based on various factors, such as the likelihood of a conversion.

Choosing the Right Bidding Strategy

When deciding on a bidding strategy, it’s important to consider your goals and budget. Google Ads offers several bidding strategies, each designed to achieve different objectives. Let’s take a look at some of the most common bidding strategies:

  • Manual CPC: This strategy allows you to set your bids manually for each keyword. It gives you full control over your bids, but requires careful monitoring and adjustment.
  • Target CPA: With this strategy, you set a target cost-per-acquisition (CPA). Google Ads will then adjust your bids to help you achieve that target CPA.
  • Enhanced CPC: This strategy automatically adjusts your manual bids based on the likelihood of a conversion. It can be a good option if you want to maintain control over your bids while leveraging Google’s optimization capabilities.

Choosing the right bidding strategy depends on your specific goals and resources. It’s important to test different strategies and monitor their performance to find what works best for your business.

Optimizing Your Bids

Once you have selected a bidding strategy, it’s time to optimize your bids to get the most out of your Google Ads campaign. Here are some tips to help you optimize your bids:

  1. Monitor Keyword Performance: Keep a close eye on how your keywords are performing. Identify high-performing keywords and increase your bids for them to maximize your chances of capturing relevant traffic.
  2. Segment Your Campaigns: By segmenting your campaigns based on different criteria, such as device or location, you can optimize your bids more effectively. For example, if mobile users convert at a higher rate, you can increase your bids for mobile devices.
  3. Test Different Ad Formats: Experiment with different ad formats to see which ones perform the best. You can adjust your bids based on the performance of each ad format to maximize your return on investment.

Remember, optimization is an ongoing process. Regularly review and adjust your bids based on performance data to ensure that you are getting the most out of your Google Ads campaign.


Bidding in Google Ads is a complex process that requires careful planning and monitoring. By understanding the basics, choosing the right bidding strategy, and optimizing your bids, you can increase your chances of success with Google Ads. However, it’s important to keep in mind that bidding strategies may vary depending on your business goals and resources.

As a digital marketer, I have found that experimenting with different strategies and continuously analyzing performance data is key to achieving the best results. So don’t be afraid to explore and iterate until you find the bidding strategy that works best for your unique business needs.