About flexible bid strategies

Flexible bid strategies give you automated bidding exactly when, where and how you want itacross multiple campaigns, or within a single part of a campaign. Each type of flexible bid strategy is designed to help you to achieve a specific goal for your business. This article outlines the six different types of flexible bid strategies and when to use them.


Let’s say that you want to maximise clicks for the low-performing keywords in one of your campaigns, but don’t have the time to set an individual Max. CPC for each individual keyword. By applying the “maximise clicks” strategy and setting a target spend, you allow AdWords to automatically maximise the bids of those low-performing keywords, while you maintain control over your most important keywords.

To help to improve your performance in ad auctions, some strategies adjust bids using real-time details such as device, browser, location and time of day. Some strategies also will automatically adjust bids based on whether or not someone is on one of your remarketing lists.

Types of flexible bid strategies

Goal Flexible bid strategy Where to apply it

Increase site visits

Increase clicks on low-traffic terms while keeping within a certain spend

Maximise clicks automatically sets bids to try to get you as many clicks as possible within a target spend amount that you choose. It's the flexible version of automatic bidding

Find out more about maximise clicks

Campaigns, ad groups, keywords

Increase visibility on the first page of Google search results or in the top positions

Target search page location automatically adjusts bids to help to increase the chances that your ads appear at the top of the page or on the first page of search results.

Find out more about target search page location

Campaigns, ad groups, keywords

Get more visibility than other domains in search results.

Target outranking share automatically sets bids to help you outrank another domain’s ads in search results.

Find out more about target outranking share

Campaigns, ad groups, keywords

Get more conversions with your target CPA.

Target cost per acquisition (CPA) automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal. It's the flexible version of Conversion Optimiser. Note: Your actual CPA may be above or below the target that you set.

Find out more about target CPA

Campaigns, ad groups

Increase conversions while staying in control of your keyword bids.

Enhanced cost per click (ECPC) automatically adjusts your manual bid up or down based on each click’s likelihood of resulting in a conversion.

Find out more about Enhanced CPC.

Campaigns, ad groups

Meet a target return on ad spend (ROAS) when you value each conversion differently. 

Target return on ad spend (ROAS) automatically sets your bids to maximise your conversion value, while trying to reach an average return on ad spend.Note: Your actual ROAS may be above or below the target that you set.

Find out more about target ROAS

Campaigns, ad groups, keywords

Some advertisers may see different options in their campaigns' settings tabs. This is because different campaign types support different features. If you can't locate the options below, learn how you can switch campaign types to see those options.

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