Understanding bidding basics

AdWords gives you several ways to bid for your ads, depending on what matters most to you and your business. Most advertisers focus on clicks, impressions, conversions or views (for video ads).

Now that you're advertising on AdWords, you probably have a clear goal in mind for your ads. If you sell coffee, maybe you want to get more people to visit your shop. If you run a hiking club, maybe you're aiming to get more people to sign up for your newsletter. And so on.

Knowing what you want your ads to do will help you decide how to bid. 


AdWords runs an auction every single time it has an ad space available - on a search result, or on a blog, news site or some other page. Each auction decides which AdWords ads will show at that moment in that space. Your bid puts you in the auction.

You can focus on different things when you bid: clicks, impressions, conversions, views or engagements, depending on your campaign type. Which would you choose? Let's look at these more closely.

Focus on clicks (for Search and Display ads)

If your main goal is to get people to visit your website, then clicks are a good place to start. Use cost-per-click (CPC) bidding and you'll pay only when someone actually clicks your ad and comes to your site.

CPC bidding gives you these choices:

  • Automatic bidding

    This is the easiest way to bid. Set a daily budget and let AdWords adjust your CPC bids to bring you the most clicks possible within that budget.

  • Manual bidding

    Take full control of your CPC bids. Manual bidding lets you set bids at the ad group level, or for individual keywords or ad placements, so you know that you're bidding just what you want for the clicks that mean the most to you.


If you run a hiking club in Cumbria, you might want to bid a lot for direct-hit keywords like "Cumbria hiking" and a different amount for broader keywords like "hiking maps".

Focus on impressions

Instead of paying by the click, you can pay by the number of times that your ad is viewable, if your campaign is targeting just the Display Network. That's called cost-per-thousand viewable impressions (vCPM) bidding, since you pay for every 1,000 times that your ad appears and is viewable. If you're mostly interested in getting your name or logo in front of lots of people, this is a smart option. Learn how ads are measured as viewable

Viewable CPM bidding, like CPC manual bidding, lets you set bids at the ad group level, or for individual placements. Note that vCPM bidding is only available for the following campaign types targeting the Google Display Network.

Focus on conversions (for Search, Display and Shopping ads)

With this advanced bidding method, you tell AdWords the amount that you're willing to pay for a conversion or cost per acquisition (CPA). A conversion (sometimes called an acquisition) is a particular action that you want to see on your website. Often that's a sale, but it could be an email sign-up or some other action. You pay for each click, but AdWords will automatically set your bids for you to try to get you as many conversions as possible at the cost per acquisition that you specified.

To use CPA bidding you must have conversion tracking turned on, amongst other things, so that CPA bidding is suited for intermediate and advanced AdWords users.

Focus on views (for video ads only)

If your main goal is to evaluate how engaged viewers are with your video content, where they choose to watch your videos and when they drop off from watching your content, you'll use cost-per-view (CPV) bidding. With CPV bidding, you'll pay for video views and other video interactions, such as clicks on the calls-to-action overlay (CTAs), cards and companion banners.

To set a CPV bid, you enter the highest price that you want to pay for a view while setting up your TrueView video campaign. Your bid is called your maximum CPV bid, or simply "Max. CPV". This bid is applied at the campaign level, but you can also set a CPV bid per ad format.

Was this article helpful?
How can we improve it?