Step-by-Step Guide: Modifying Your Google Ads Bidding Strategy

Step 1: Access Your Google Ads Account

1. Sign in to your Google Ads account at https://ads.google.com/.
2. Once logged in, you will be directed to the main dashboard of your Google Ads account.

Step 2: Navigate to the Campaigns Page

1. From the main dashboard, click on the "Campaigns" option in the left-hand menu.
2. This will take you to the Campaigns page, where you can view and manage all your active and paused campaigns.

Step 3: Select the Campaign to Modify

1. On the Campaigns page, locate the specific campaign for which you want to change the bidding strategy.
2. Click on the campaign name to access its settings and performance data.

Step 4: Access the Campaign Settings

1. Within the selected campaign, click on the "Settings" option in the left-hand menu.
2. This will open the campaign settings page, where you can modify various aspects of the campaign, including the bidding strategy.

Step 5: Locate the Bidding Section

1. Scroll down the campaign settings page until you find the "Bidding" section.
2. The Bidding section contains settings related to how Google Ads determines your bids for ad placements.

Step 6: Click on "Change Bid Strategy"

1. Within the Bidding section, click on the "Change bid strategy" link.
2. This will open a pop-up window displaying the available bidding strategies for your campaign.

Step 7: Select a New Bidding Strategy

Choose from the following bidding strategies based on your advertising goals and preferences:

• Manual CPC: Manually set your maximum cost-per-click for ad placements.
• Maximize Clicks: Automatically set bids to get as many clicks as possible within your budget.
• Target Impression Share: Set bids to achieve a desired ad position or percentage of visible impressions.
• Target CPA: Automatically set bids to get as many conversions as possible at your target cost-per-acquisition.
• Target ROAS: Automatically set bids to achieve a target return on ad spend.

Step 8: Save Your Changes

1. After selecting your desired bidding strategy, click on the "Save" button to apply the changes to your campaign.
2. Google Ads will now use the new bidding strategy for determining your ad placements and bids.

Step 9: Monitor Campaign Performance

1. Regularly monitor your campaign's performance metrics, such as clicks, impressions, conversions, and cost, to ensure that the new bidding strategy aligns with your advertising goals.
2. If needed, make further adjustments to your bidding strategy or other campaign settings to optimize performance.

Best Practices for Selecting a New Bidding Strategy

1. Align Strategy with Goals

Why? Choosing the right bidding strategy is crucial for achieving your specific advertising objectives, whether that's increasing brand awareness, driving conversions, or maximizing return on ad spend (ROAS).

How?

• Clearly define your primary goal for the campaign (e.g., impressions, clicks, conversions).
• Consider your budget and the level of control you need over individual bids.
• Evaluate available bidding strategies based on their alignment with your objectives:
  

Learn more about aligning bidding strategies with goals

2. Implementing Strategy

Why? Properly implementing your chosen bidding strategy ensures that it can work effectively to achieve your advertising goals.

How?

1. Navigate to your campaign's Settings tab in Google Ads.
2. Scroll to the Bidding section and click Change bid strategy.
3. Select your desired strategy from the dropdown menu.
   
4. Save your changes to apply the new strategy.

3. Monitoring and Adjustment

Why? Regularly monitoring your bidding strategy's performance allows you to identify areas for improvement and make data-driven adjustments to optimize results.

How?

• Track key metrics relevant to your goals (e.g., clicks, impressions, conversions, CPC) at the campaign and ad group level.
• Use the Bid Strategy Report to evaluate your strategy's performance over time:
  
• If performance is not meeting expectations, consider adjusting:
  

4. Ongoing Refinement

Why? Continuously optimizing your bidding strategy over time is key to achieving and sustaining strong advertising performance as market conditions evolve.

How?

• Schedule regular performance reviews to assess your strategy's impact.
• Stay informed about new bidding features and best practices through Google Ads' announcements and learning resources.
• Proactively refine your approach based on performance insights: