When launching new lead generation campaigns, one of the most common questions is what Google Ads bidding strategy to use. There are several options, and the best choice depends on your specific goals and circumstances. In this article I’ll review a few different scenarios that will help guide you in making this important decision.
Avoid the Max Clicks Trap
While many advertisers default to Max Clicks bidding with the aim of getting as many clicks as possible, this approach has some drawbacks.
Google will prioritize getting you the most clicks, which often means bidding on lower-value queries that are less likely to convert. Google tends to focus on a few keywords in your ad groups, spending most of your budget on those and neglecting other potentially valuable keywords.
These issues can delay your ability to gather enough conversion data to switch to more effective automated bidding strategies like CPA or Max Conversions.
Starting with Manual CPC
For new campaigns, …