Step 6: Decide your Bidding Strategy

The meat and potatoes of your Google AdWords campaign is your bidding and budget strategy.

In our second step we set the default bidding option, now we will discuss this is detail. Bidding strategy depends on your advertising goals.

Here is the There are 4 different types of bidding options available in Google AdWords

CPC Bidding

If your goal is to generate traffic to your website, focusing on clicks could be a good idea.

  • Cost-per-click (CPC) bidding—manual or automatic—may be right for your campaign.
  • The Suggestion is to start with Manual bidding, as this gives you maximum control over automated bidding. Once you understand how bidding system works and campaigns are little settled, you can move to Automated bidding option.
Manual Bidding Automated Bidding
·      More control over your CPCs on each of your specific keywords.·      Typically requires time to go through every week to make sure that bids are optimized with fluctuating conversion rates. ·       Auto-bidding will help you get maximum clicks for your campaign daily budget·       Appropriate to use where you are not focusing on conversion.·       The risk with auto-bidding system is that it may start buying lower quality cheap clicks  as you are not tracking conversions. Phone calls or in store visits might drop off because it stop bidding on high CPC keywords which were providing quality audience.


CPM (Cost Per 1000 Impression) Bidding

If your goal is to increase brand awareness and you are not focusing on driving traffic to your website:

  • Focusing on impressions could be a good strategy for you. Its recommended to use cost per thousand impression (CPM) bidding to convey your message in front of prospects. CPM bidding is available only for display network campaigns

CPA (Cost Per Acquisition) Bidding

If your goal is to increase Sales, Leads or Inquiries, in other words conversions on your website:

  • Then it would be good option to focus on conversions and Cost-per-acquisition (CPA) bidding lets you do that ( You campaign should have achieved 15 conversions in last 30 days to get eligible for Conversion Optimizer)
  • From conversions prospective it’s a good idea to test Enhance CPC (ECPC) with the combination of Manual bidding

Just keep in mind with ECPC, Google system could raise bid up to 30 percent for clicks that are more likely to lead to conversions. Bids are lowered for clicks less likely to convert.


For our ‘Classic Chocolate Bakery’ example, the goal is to increase leads. At this point of time we will start with manual bidding and after getting some conversions, we will try ECPC bid along with manual bidding. May be after some time we can also try conversion optimizer but this will be at the later stage only.

Suggestions: Video about bid adjustments in your campaign: 

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No. Step
1. Get Prepared  – Time to set objective & speculate the results you are expecting
2. Be Aware of Legal Implications – sending of commercial e-mails and act accordingly
3. Arrange data of your Subscribers  – Time to arrange all the information related to your subscribers
4. Signup on MailChimp free account  – Get started with a tool
5. Create Your 1st Subscriber List  – Time to start managing your contacts on MailChimp
6. Assemble everything needed for First Email Campaign- Get ready to send your 1st email