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Match type cpc, bidding strategy and budget increase doubts
1. When trying out maximise clicks for a campaign following manual bidding, How will you set the a single bid limit for the whole campaign? Given the fact that a camping consists of both low cpc and high cpc keywords and setting a single bid limit would lead to overpaying for low cpc keywords or cpc not being competitive enough for high cpc keywords. Will you include all the ad groups and keywords to the maximise clicks campaign, or selectively. If done selectively how will you determine what should be included?
2. Can exact match and phrase match for the same keyword exist in the same ad group with cpc higher for the phrase match one? What are the pros and cons of it?
3. When increasing bids for your keywords. Should you increase your budget first or increase bids for keywords first?
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1 Reply
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1. Going from Manual bidding to Maximize Clicks doesn’t really make sense. Maximize Clicks will try to get you many cheap clicks. The usual strategy is to leverage manual CPC to get conversions into the account to then switch to an automated bidding strategy after a steady flow of leads/purchases is established. **Like Maximize Conversions or Maximize Conversion Value.**
2. Yes. You can choose to (manually) bid more aggressively on one particular exact match keyword and have a lowered bid on the phrase match of the same keyword. *What is more common is to combine broad and exact match keywords. This lets you gather data and advertise in a focused manner.*
1. If you bid higher on the exact match and lower on the phrase match, you’re effectively creating a distribution where the exact keyword gets the higher bid and the phrase match adjacent “variants” get lower bids. At this point, you’re likely better off using automated bidding and negatives. Sometimes it’s good to ask yourself, is it worth the added overhead in time?
3. Depends how close the keywords bids are to the ceiling that the campaign budget imposes. If there’s enough room to get clicks with the budget, then you can safely increase the keyword bids. If you can only buy 1 or 2 clicks with the daily budget, maybe increase the budget or reconsider if you have enough resources to use Google Ads as a marketing channel. -
1.) It’s way too long a question for me right now 🙂
2.) Yes, but I suppose you wanted to bid higher the exact, right? It depends on many things, but 6-7 years ago I’d bid the exact higher… nowadays, I just leave the bids the same, unless you have a lot of data to support this move, but most likely you’ll be much better off.. if you add a ton of negatives & switch to some automated bidding with Max CPC limit.
3.) If you use Manual CPC, then increase the budget first, the worst thing that can happen is to either the system won’t spend it, or you get more conversions at about the current CPA. But if you increse the bids, most likely that’ll have an effect on how much you pay for a conversion. In your account there are metrics for determining what would be the nest move, they are called ‘Competitive Metrics’ learn about them and use them for your advantage.
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