Smart bidding strategies such as Enhanced CPC (cost-per-click) will automatically adjust your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.
Note: This option is recommended when you have few conversions; otherwise use Target CPA or Target ROAS bidding.
Target CPA (cost-per-action) bidding is an optimization tool that can help you maximize your return on investment (ROI) by optimizing bids in real-time, impression-by-impression. With Target CPA bidding, you'd no longer need to adjust your bids manually to reach your conversion goals.
Target ROAS (return-on-ad-spend) helps you convert customers by setting a maximum cost-per-click bid while trying to achieve an ROAS equal to your target.
Maximize conversions will seek to obtain the most conversions for your specified budget, independent of ROAS or a target CPA.
Manual bid strategies: If you prefer to manage your campaign bids manually, we recommend setting a maximum CPC bid.
Here are a couple of bid strategies that can help you improve your campaign performance:
If you're happy with the performance of your campaign, you should consider raising your bid to reach more customers and improve your ROI. Raising your bid can help you improve your ad's position by increasing your chances of appearing consistently on Display Network websites and to reach your website visitors and app users.
If you've created your data segments with various membership durations, you can use bid management to your advantage. Say that you want to reach visitors who came to your website in the past 30 days separately from people who visited your site in the last 7 days. You can create 2 different data segments, each with varying durations, and then bid more aggressively for the segment that is more valuable to you.
Example
Nina owns an electronics site and knows that customers are more likely to purchase a television within the first week after viewing her television pages. She bids more for people who have joined her segment within the last 7 days. People who visited her site within 30 days might still buy products, but she doesn't want to bid as aggressively for these customers.
To do this, she creates an audience segment of television page viewers with the membership duration set to seven days and targets this segment with a more aggressive bid. She also creates a second audience segment of television page viewers with a membership duration set to 30 days. To prevent reaching 7-day visitors with both segments, she then creates a custom combination to target the 30-day membership segment, excludes the 7-day segment, and uses a less aggressive bid.
and open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
