Are you wondering how to stop overpaying for Google Ads? You're not alone. Many businesses struggle with ad spend that isn't getting the return they expected .
Google search ads operate on a pay-per-click model in which, to display your ads, you bid on keywords.
An optimized bid strategy ensures your ad appears to the right audience without overpaying. Understanding the difference between bid types and when to use them can dramatically affect your campaign's cost efficiency.
Many advertisers, particularly those new to the platform or those with limited time, tend to adopt a "set it and forget it" approach. That mindset often leans on the convenience of default settings, which, though user-friendly, are rarely tailored to the needs of individual businesses.
Those default settings can lead to suboptimal choices, such as bidding on broad, nonspecific keywords that don't capture the nuanced interests or intent of your potential customers. For example, a local bakery using the broad match keyword "bakery" could inadvertently attract clicks from users searching for baking classes rather than those interested in purchasing baked goods.
Each such click incurs a cost, regardless of its relevance, potentially wasting significant portions of the budget on users with no intent to purchase.
Relying solely on default bid amounts can also lead to competing too aggressively for high-traffic keywords that might seem relevant but have low conversion potential. That's particularly common in competitive industries where the cost per click can escalate quickly, compelling businesses to spend excessively for keywords that don't convert into business or leads.
A lack of ongoing campaign management exacerbates those issues, because it leaves little room for reaction to market changes or strategy refinement based on real-world performance.
Without regular adjustments, an initial campaign setup can quickly become outdated, which leads to drained resources on strategies that no longer align with company goals or market conditions.
As a consequence, budget efficiency and digital marketing strategy effectiveness both suffer.
Optimizing Your Google Ads Strategy
What is a bidding strategy in Google Ads? It's the approach you take to set bids on displaying your advertising based on keywords and other factors.
To avoid the trap of overpaying for Google Ads, consider the following three strategies.
1. Manual vs. Automated Bidding
Choosing between manual and automated bidding in Google Ads can impact the control you maintain over your campaigns and their overall performance.
Manual bidding allows advertisers direct control over their bid amounts. It is ideal for those who want granular control over their campaigns and have the time to respond to market changes swiftly. For instance, a business running a short-term promotion might increase its bids manually to ensure top ad placement during the promotional period.
However, manual bidding requires both a deep understanding of the competitive landscape and continuous monitoring. It can be labor-intensive, especially for businesses with extensive keyword lists or those in highly competitive markets.
Automated bidding uses machine-learning to optimize bids at the auction level. This type of bidding considers multiple factors—including device, location, and time of day—to determine the optimal bid for each auction, aiming to maximize the likelihood of achieving the specified advertising goal, such as increasing conversions or maximizing clicks.
Automated bidding strategies—such as maximize clicks, maximize conversions, target cost per acquisition, and target return on ad spend—relieve advertisers from the constant need to update bids manually. They not only save time but also can lead to more cost-effective ad spend, as the algorithms learn and improve from each auction's data.
For businesses that lack the resources to constantly monitor and adjust campaigns, or for those scaling their operations, automated bidding can be a game-changer. It simplifies campaign management and can uncover cost-saving opportunities that might be missed manually.
However, it's crucial to set clear goals and limits to guide the automated systems and ensure the machine-learning algorithms align with the business's marketing objectives.
2. Smart Bidding
Smart Bidding uses advanced machine-learning algorithms to optimize bids in real-time, adjusting for each individual auction to ensure advertisers pay the lowest price for the highest potential return. This technique tailors bids for each unique search, considering an array of signals present at the moment of the auction that traditional bidding strategies might overlook.
Smart Bidding automatically adjusts bids based on contextual signals—such as device type, operating system, time of day, geography, and the type of network—enhancing the precision of bid adjustments.
This approach uses a learning phase to gather performance data and understand the specific characteristics of an account, leading to more effective bid optimization over time.
Depending on the chosen strategy—such as target CPA, target ROAS, maximize conversions, or maximize conversion value—Smart Bidding seeks to meet specific performance targets, adjusting bids to maximize the chances of achieving these goals within set budget constraints. That automation reduces the workload by handling complex bidding decisions and minimizes guesswork and human error, leading to more consistent (and potentially better) performance outcomes than manual processes—as long as you align your bidding strategy with your goals.
Although Smart Bidding offers many advantages, some Smart Bidding strategies require an established volume of conversions to function effectively. New campaigns or those with limited historical data might need to rely on manual methods until they gather enough data to fully benefit from Smart Bidding.
Other Smart Bidding strategies, such as maximize clicks and target impression share, don't require established conversions and are instead traffic- and visibility-based, so they can be used right away.
3. Keyword Optimization
Effective keyword optimization is pivotal in refining Google Ads campaigns to target the most relevant audience.
How do you bid on keywords effectively? By focusing on high-intent keywords and using negative keywords to filter out unwanted traffic .
- High-intent keywords are often more specific and indicate a strong interest or immediate need, such as "buy organic coffee beans online" or "emergency plumbing service near me." While these types of keywords often have a higher cost per click, they also tend to have a higher conversion rate than their shorter counterparts.
- It's equally important to use at least 100 negative keywords to streamline traffic and prevent ads from showing in searches that aren't relevant to the business's offerings. Negative keywords help filter out unwanted traffic, reducing wasted spend and improving overall campaign efficiency. For instance, a company selling high-end electronics might use negative keywords like "cheap" or "free" to exclude searches that are unlikely to convert due to a mismatch in product pricing expectations.
By meticulously choosing which keywords to bid on and setting appropriate negative keywords, advertisers can enhance the precision of their targeting. Doing so not only improves the quality of traffic and potential leads but also increases the return on investment by minimizing costs associated with clicks that are unlikely to convert.
Continuous monitoring and updating of both high-intent and negative keywords are crucial as market trends and consumer behaviors evolve.
Implementing Your New Bidding Strategy
Tools can help you refine your bidding strategy. Google's Keyword Planner helps identify cost-effective keywords, and third-party tools (such as Semrush and Ahrefs) provide deeper insights into competitive bids and keyword performance. Regularly reviewing tools' analytics can help you adjust bids intelligently.
To transition to a more effective bidding strategy:
- Review your current bidding setup and identify areas of waste.
- Test different bidding strategies on a small scale to determine what works best for your specific needs.
- Gradually scale successful strategies, continually monitoring and tweaking them based on performance data.
Choosing the right bidding strategy is crucial when maximizing your Google Ads efficiency. By understanding and implementing more strategic bidding practices, you can reduce costs while boosting your campaign's effectiveness.
More Resources on Google Ads and PPC Advertising
10 Tips for Running an Effective PPC Search Campaign
Five Google Ads Tips to Help You Become a Better PPC Marketer
