CINXE.COM

<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><title>The Ultimate Guide to Google Ads Bid Strategy (with Examples)</title><meta name="description" content="Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns."/><link rel="canonical" href="https://www.semrush.com/blog/google-ads-bid-strategy/"/><meta name="robots" content="index, follow"/><link rel="preload" as="image" href="https://static.semrush.com/blog/uploads/media/13/53/135399f415c94061603653ce6dcd1043/3d2005a3d4f6b37c71d6821899f68ff6/google-ads-bid-strategy.svg"/><link rel="alternate" href="https://www.semrush.com/blog/google-ads-bid-strategy/" hrefLang="x-default"/><link rel="alternate" href="https://www.semrush.com/blog/google-ads-bid-strategy/" hrefLang="en"/><link rel="alternate" href="https://es.semrush.com/blog/google-ads-bid-strategy/" hrefLang="es"/><meta property="og:title" content="The Ultimate Guide to Google Ads Bid Strategy (with Examples)"/><meta property="og:image" content="https://static.semrush.com/blog/uploads/media/14/7f/147f27b82557b05ff5663ebd9408818c/1d20df367e08074ab4aa44f82b1ae867/google-ads-bid-strategy-sm.png"/><meta property="og:description" content="Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns."/><meta property="og:url"/><meta property="og:type" content="article"/><meta property="og:locale" content="en_US.utf-8"/><meta property="og:site_name" content="Semrush Blog"/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:site" content="@semrush"/><meta name="twitter:title" content="The Ultimate Guide to Google Ads Bid Strategy (with Examples)"/><meta name="twitter:description" content="Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns."/><meta name="twitter:image" content="https://static.semrush.com/blog/uploads/media/14/7f/147f27b82557b05ff5663ebd9408818c/1d20df367e08074ab4aa44f82b1ae867/google-ads-bid-strategy-sm.png"/><meta name="twitter:url"/><meta name="twitter:creator" content="@dontstopsydney"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Semrush","item":"https://www.semrush.com/"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.semrush.com/blog/"},{"@type":"ListItem","position":3,"name":"The Ultimate Guide to Google Ads Bid Strategy (with Examples)","item":"https://www.semrush.com/blog/google-ads-bid-strategy/"}]}</script><script type="application/ld+json">{ "@context": "https://schema.org", "@type": "Article", "url": "https://www.semrush.com/blog/google-ads-bid-strategy/", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.semrush.com/blog/google-ads-bid-strategy/" }, "headline": "The Ultimate Guide to Google Ads Bid Strategy (with Examples)", "image": { "@type": "ImageObject", "url": "https://static.semrush.com/blog/uploads/media/13/53/135399f415c94061603653ce6dcd1043/3d2005a3d4f6b37c71d6821899f68ff6/extra.png", "width": 885, "height": 375 }, "datePublished": "2024-03-26T11:19:00Z", "dateModified": "2024-03-26T11:19:00Z", "description": "Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns.", "identifier": "https://www.semrush.com/blog/google-ads-bid-strategy/", "publisher": { "@type": "Organization", "name": "Semrush", "url": "https://www.semrush.com/", "sameAs": [ "https://www.facebook.com/Semrush/", "https://linkedin.com/company/semrush/", "https://instagram.com/semrush/", "https://x.com/semrush/" ], "logo": { "@type": "ImageObject", "url": "https://cdn.semrush.com/__static__/semrush-logo-700.jpg", "width": 700, "height": 700 } }, "author": [{"@type":"Person","name":"Sydney Go","url":"https://www.semrush.com/blog/user/sydney-go/"},{"@type":"Person","name":"Chris Shirlow","url":"https://www.semrush.com/blog/user/206350529/"},{"@type":"Person","name":"Bartłomiej Barcik","url":"https://www.semrush.com/blog/user/207807681/"}], "genre": "Paid Advertising" }</script><meta name="next-head-count" content="26"/><link rel="dns-prefetch" href="https://static.semrush.com"/><link rel="preconnect" href="https://static.semrush.com"/><link rel="preconnect" href="https://fonts.gstatic.com"/><link rel="preconnect" href="https://www.google-analytics.com"/><link rel="preconnect" href="https://google-analytics.bi.owox.com"/><link rel="preload" as="style" data-href="https://fonts.googleapis.com/css2?family=Inter:wght@300;400;500;700&display=swap"/><link rel="stylesheet" data-href="https://fonts.googleapis.com/css2?family=Inter:wght@300;400;500;700&display=swap"/><style>html[data-theme=dark] body { background: #111317; color: #fff; }</style><style>html[data-theme=dark] .semblog-header-navbar { background: #21232B; color: #fff; }</style><style>html body, .semblog-header-navbar { background: #fff; color: #000; }</style><style>.ch2-dialog {z-index: 98 !important;}.ch2-icon{bottom: 118px !important;}@media(min-width: 960px){.ch2-icon{bottom: 60px !important;}}</style><link rel="icon" type="image/x-icon" href="https://static.semrush.com/semblog-next-static/favicon/favicon.ico"/><link rel="icon" type="image/png" sizes="32x32" href="https://static.semrush.com/semblog-next-static/favicon/favicon-32x32.png"/><link rel="icon" type="image/png" sizes="16x16" href="https://static.semrush.com/semblog-next-static/favicon/favicon-16x16.png"/><link rel="apple-touch-icon" sizes="180x180" href="https://static.semrush.com/semblog-next-static/favicon/apple-touch-icon.png"/><link rel="mask-icon" href="https://static.semrush.com/semblog-next-static/favicon/safari-pinned-tab.svg" color="#ff642d"/><meta name="msapplication-TileColor" content="#421983"/><meta name="theme-color" content="#ffffff"/><meta property="fb:app_id" content="339433896413300"/><link type="application/rss+xml" rel="alternate" href="/blog/feed/" title="RSS"/><link rel="preload" href="//static.semrush.com/blog/blog/350dc522/_next/static/css/87f201554fb8552d.css" as="style"/><link rel="stylesheet" href="//static.semrush.com/blog/blog/350dc522/_next/static/css/87f201554fb8552d.css" data-n-g=""/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/polyfills-42372ed130431b0a.js"></script><script src="https://static.semrush.com/wte/js/exp.min.js" defer="" data-nscript="beforeInteractive"></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/webpack-23165d91b9037d10.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/126-696428f7bf06e1b0.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/2520-0a59bc5dee36a132.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/main-d8856db9bdc17de5.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/%40semcore-47edbad1ea4a1ac1.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/lodash-883dc892beaff10c.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/%40flame-6e3baca8e813780b.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/styled-components-16a87def795b2c08.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/%40reshadow-0864e89114eaf108.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/9484-3ee6632af485c202.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/7473-e91400443f6f1f2a.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/2953-152afc6f79bebd64.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/6088-ea90d5d7f3b61c5b.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/3234-b69401bc7df13044.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/3514-957d8e926ef2f76b.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/1025-d78ad8a6ff8773ce.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/pages/_app-b0b44db4c9ea7e8d.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/shared-017397ff-e91bdf7f93e65bdd.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/shared-d87c119a-4ae61720a52174a0.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/458-cf971cfb248b65cc.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/chunks/pages/%5Bslug%5D-86e7cc529b463a8d.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/semrush-blog/_buildManifest.js" defer=""></script><script src="//static.semrush.com/blog/blog/350dc522/_next/static/semrush-blog/_ssgManifest.js" defer=""></script><style id="__jsx-3171375739">.b-blog__toc{display:none;}</style><style data-styled="" data-styled-version="5.3.3">.dHnzHm{fill:currentColor;max-height:100%;}/*!sc*/ data-styled.g1[id="sc-bdvvtL"]{content:"dHnzHm,"}/*!sc*/ .diXivc[class*='SLink']{display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;}/*!sc*/ .diXivc[class*='SLink'],.diXivc[class*='SLink']:active{color:currentColor !important;}/*!sc*/ .diXivc[class*='SLink'] span{border-color:transparent !important;}/*!sc*/ .diXivc[class*='SLink']:hover{opacity:0.6;}/*!sc*/ .diXivc[class*='SLink']:visited{color:currentColor !important;}/*!sc*/ .diXivc[class*='SLink']:visited span{border-color:currentColor !important;}/*!sc*/ .diXivc:not([href]){cursor:not-allowed !important;pointer-events:none;opacity:0.5;}/*!sc*/ .diXivc.-outlined{position:relative;}/*!sc*/ .diXivc.-outlined:before{content:'';position:absolute;border-bottom:1px solid #fff;width:100%;bottom:2px;}/*!sc*/ .diXivc.-outlined:hover:before{visibility:hidden;}/*!sc*/ .iavqdd[class*='SLink']{display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;}/*!sc*/ .iavqdd[class*='SLink'],.iavqdd[class*='SLink']:active{color:currentColor !important;}/*!sc*/ .iavqdd[class*='SLink'] span{border-color:transparent !important;}/*!sc*/ .iavqdd[class*='SLink']:hover{opacity:1;}/*!sc*/ .iavqdd[class*='SLink']:visited{color:currentColor !important;}/*!sc*/ .iavqdd[class*='SLink']:visited span{border-color:currentColor !important;}/*!sc*/ .iavqdd:not([href]){cursor:not-allowed !important;pointer-events:none;opacity:0.5;}/*!sc*/ .iavqdd.-outlined{position:relative;}/*!sc*/ .iavqdd.-outlined:before{content:'';position:absolute;border-bottom:1px solid #fff;width:100%;bottom:2px;}/*!sc*/ .iavqdd.-outlined:hover:before{visibility:hidden;}/*!sc*/ data-styled.g2[id="sc-gsDKAQ"]{content:"diXivc,iavqdd,"}/*!sc*/ .kTWIjD{display:none;font-weight:400;padding-bottom:14px;padding-top:14px;}/*!sc*/ @media screen and (min-width:960px){.kTWIjD{display:block;}}/*!sc*/ .dmOGYZ{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex:1;-ms-flex:1;flex:1;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;height:100%;margin:0 auto;padding:0 15px;position:relative;width:100%;}/*!sc*/ @media screen and (min-width:375px){.dmOGYZ{padding:0 24px;}}/*!sc*/ @media screen and (min-width:768px){.dmOGYZ{padding:0 45px;}}/*!sc*/ @media screen and (min-width:1140px){.dmOGYZ{padding:0 40px;width:100%;max-width:1440px;}}/*!sc*/ .itgbLD{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}/*!sc*/ .hhiaWA{height:50px;padding:14px 0;}/*!sc*/ @media screen and (min-width:768px){.hhiaWA{height:70px;padding:24px 0;}}/*!sc*/ .gvnexy{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}/*!sc*/ @media screen and (min-width:1140px){.gvnexy{height:100%;}}/*!sc*/ .kqFGKV{height:22px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;margin-right:24px;}/*!sc*/ .kHPkQj{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;display:none;font-weight:500;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;width:100%;}/*!sc*/ @media screen and (min-width:960px){.kHPkQj{padding:0 24px 0 30px;}}/*!sc*/ @media screen and (min-width:1140px){.kHPkQj{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;height:100%;}}/*!sc*/ .jAYqEQ{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;width:100%;}/*!sc*/ @media screen and (min-width:1140px){.jAYqEQ{font-size:16px;height:100%;}}/*!sc*/ .jMNgCm{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;opacity:1;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ .cNXzqV{margin-right:16px;margin-top:0;}/*!sc*/ @media screen and (min-width:500px){.cNXzqV{margin-right:24px;}}/*!sc*/ @media screen and (min-width:960px){.cNXzqV{margin-top:2px;}}/*!sc*/ @media screen and (min-width:1140px){.cNXzqV{margin-top:18px;}}/*!sc*/ .cwkoec{font-size:16px;font-weight:500;margin-right:8px;}/*!sc*/ @media screen and (min-width:768px){.cwkoec{font-size:32px;margin-right:20px;}}/*!sc*/ @media screen and (min-width:960px){.cwkoec{font-size:16px;margin-right:0;}}/*!sc*/ .dwdnee{display:none;}/*!sc*/ @media screen and (min-width:500px){.dwdnee{display:unset;}}/*!sc*/ .fBKLaB{width:36px;height:20px;}/*!sc*/ .JCYxx{padding-bottom:35px;}/*!sc*/ @media screen and (min-width:768px){.JCYxx{padding-bottom:42px;}}/*!sc*/ @media screen and (min-width:960px){.JCYxx{padding-bottom:28px;}}/*!sc*/ .fYleTp{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex:1;-ms-flex:1;flex:1;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;height:100%;margin:0 auto;padding:0 15px;position:relative;width:100%;}/*!sc*/ @media screen and (min-width:375px){.fYleTp{padding:0 24px;}}/*!sc*/ @media screen and (min-width:768px){.fYleTp{padding:0 45px;}}/*!sc*/ @media screen and (min-width:1140px){.fYleTp{padding:0 65px;width:1140px;}}/*!sc*/ @media screen and (min-width:500px){.jnpneB{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;}}/*!sc*/ .kzXHfa{-webkit-flex:1;-ms-flex:1;flex:1;padding-left:0;}/*!sc*/ @media screen and (min-width:1140px){.kzXHfa{padding-left:58px;}}/*!sc*/ .bLEyhW{padding-top:24px;}/*!sc*/ @media screen and (min-width:768px){.bLEyhW{padding-top:32px;}}/*!sc*/ .jomabB{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;height:185px;-webkit-box-pack:end;-webkit-justify-content:flex-end;-ms-flex-pack:end;justify-content:flex-end;margin-top:35px;padding-right:0;position:relative;width:228px;}/*!sc*/ @media screen and (min-width:375px){.jomabB{width:258px;height:210px;margin-top:45px;}}/*!sc*/ @media screen and (min-width:500px){.jomabB{width:200px;height:200px;}}/*!sc*/ @media screen and (min-width:768px){.jomabB{width:250px;height:200px;margin-left:auto;margin-right:auto;margin-top:52px;}}/*!sc*/ @media screen and (min-width:960px){.jomabB{width:340px;height:248px;-webkit-box-pack:start;-webkit-justify-content:flex-start;-ms-flex-pack:start;justify-content:flex-start;}}/*!sc*/ @media screen and (min-width:1140px){.jomabB{-webkit-box-pack:end;-webkit-justify-content:flex-end;-ms-flex-pack:end;justify-content:flex-end;}}/*!sc*/ .iBtQsf{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;padding-top:18px;position:relative;}/*!sc*/ @media screen and (min-width:768px){.iBtQsf{padding-top:38px;}}/*!sc*/ @media screen and (min-width:960px){.iBtQsf{-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;}}/*!sc*/ .htfCox{display:none;height:100%;margin-right:40px;margin-top:22px;position:-webkit-sticky;position:sticky;top:100px;}/*!sc*/ @media screen and (min-width:960px){.htfCox{display:block;}}/*!sc*/ .hcvUza{padding-left:4px;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;}/*!sc*/ .eBribL{font-size:1.4rem;font-weight:300;line-height:2.4rem;}/*!sc*/ @media screen and (min-width:960px){.eBribL{line-height:2.6rem;}}/*!sc*/ @media screen and (min-width:1140px){.eBribL{font-size:1.7rem;line-height:2.67rem;}}/*!sc*/ .gIVKXH{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ .jVrJcj{padding-left:10px;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;}/*!sc*/ .kcZgbH{display:none;-webkit-flex-shrink:2;-ms-flex-negative:2;flex-shrink:2;width:100%;}/*!sc*/ @media screen and (min-width:1280px){.kcZgbH{display:block;}}/*!sc*/ .eYTkOv{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;padding-bottom:30px;padding-top:20px;}/*!sc*/ @media screen and (min-width:375px){.eYTkOv{padding-bottom:20px;}}/*!sc*/ @media screen and (min-width:960px){.eYTkOv{padding-top:60px;}}/*!sc*/ @media screen and (min-width:1140px){.eYTkOv{-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;}}/*!sc*/ data-styled.g8[id="sc-gKclnd"]{content:"kTWIjD,dmOGYZ,itgbLD,hhiaWA,gvnexy,kqFGKV,kHPkQj,jAYqEQ,jMNgCm,cNXzqV,cwkoec,dwdnee,fBKLaB,JCYxx,fYleTp,jnpneB,kzXHfa,bLEyhW,jomabB,iBtQsf,htfCox,hcvUza,eBribL,gIVKXH,jVrJcj,kcZgbH,eYTkOv,hrZfTH,"}/*!sc*/ .EgMcS{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;margin-right:4px;}/*!sc*/ data-styled.g28[id="sc-fKVqWL"]{content:"EgMcS,"}/*!sc*/ .kJeEgG{color:#FF642D;}/*!sc*/ data-styled.g29[id="sc-bBHxTw"]{content:"kJeEgG,"}/*!sc*/ .knPMRb{font-family:'Factor A',sans-serif;font-weight:500;font-size:16px;line-height:160%;display:none;}/*!sc*/ .knPMRb:hover{color:#FF642D;-webkit-transition:0.235s color;transition:0.235s color;}/*!sc*/ @media (min-width:500px){.knPMRb{display:inline-block;}}/*!sc*/ data-styled.g30[id="sc-iwjdpV"]{content:"knPMRb,"}/*!sc*/ .fUFbzD{display:inline-block;margin-right:8px;}/*!sc*/ data-styled.g31[id="sc-cxpSdN"]{content:"fUFbzD,"}/*!sc*/ .kdpkRH{position:relative;font-family:'Inter',Ubuntu,Helvetica,Arial,sans-serif;width:100%;height:100%;min-height:100vh;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;will-change:background-color,color;min-width:0;}/*!sc*/ data-styled.g32[id="sc-llYSUQ"]{content:"kdpkRH,"}/*!sc*/ .fSiAZB{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;gap:6px;}/*!sc*/ data-styled.g34[id="sc-giYglK"]{content:"fSiAZB,"}/*!sc*/ .dnAKzL{background-color:#F6F7F8;border-radius:6px;padding:8px;}/*!sc*/ .dnAKzL:hover{background-color:#E9EBEF;}/*!sc*/ data-styled.g35[id="sc-ezbkAF"]{content:"dnAKzL,"}/*!sc*/ .rlAHV{display:inline-block;font-family:Inter;font-size:14px;line-height:1.6;font-weight:400;}/*!sc*/ .eUNEVb{color:#898D9A;display:none;font-family:Inter;font-size:11px;font-weight:400;margin-top:2px;}/*!sc*/ @media screen and (min-width:1140px){.eUNEVb{display:block;}}/*!sc*/ .IkbpN{display:inline-block;font-family:Inter;font-size:12px;}/*!sc*/ @media screen and (min-width:768px){.IkbpN{font-size:14px;}}/*!sc*/ .fjCyHV{display:inline-block;font-family:Factor A;font-size:24px;line-height:1.25;margin-bottom:20px;margin-top:20px;max-width:250px;}/*!sc*/ @media screen and (min-width:375px){.fjCyHV{max-width:280px;}}/*!sc*/ @media screen and (min-width:768px){.fjCyHV{font-size:34px;margin-top:48px;margin-bottom:40px;max-width:410px;}}/*!sc*/ @media screen and (min-width:960px){.fjCyHV{font-size:38px;max-width:480px;}}/*!sc*/ @media screen and (min-width:1140px){.fjCyHV{font-size:48px;margin-bottom:32px;max-width:680px;}}/*!sc*/ .gEQrQk{display:inline-block;font-family:Inter;font-size:12px;text-align:left;}/*!sc*/ @media screen and (min-width:960px){.gEQrQk{font-size:14px;}}/*!sc*/ .dJgXij{display:inline-block;font-family:Inter;font-size:12px;line-height:18px;}/*!sc*/ @media screen and (min-width:960px){.dJgXij{font-size:14px;}}/*!sc*/ .bAMHOQ{display:inline-block;font-family:Inter;font-size:12px;}/*!sc*/ .deatxS{display:inline-block;font-family:Inter;font-weight:500;line-height:1.6;padding-bottom:16px;}/*!sc*/ data-styled.g37[id="sc-kLwhqv"]{content:"rlAHV,eUNEVb,IkbpN,fjCyHV,gEQrQk,dJgXij,bAMHOQ,deatxS,"}/*!sc*/ .frQiwv{z-index:2;}/*!sc*/ .frQiwv li{list-style-type:none;display:inline-block;vertical-align:middle;cursor:pointer;}/*!sc*/ .frQiwv li + li{margin-left:23px;}/*!sc*/ .frQiwv li a{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;line-height:1.5;}/*!sc*/ .frQiwv li:hover{color:#D1D4DB;}/*!sc*/ data-styled.g52[id="sc-bBHHxi"]{content:"frQiwv,"}/*!sc*/ .iLWHY{background:#171A22;color:#898D9A;overflow:hidden;}/*!sc*/ data-styled.g56[id="sc-hUpaCq"]{content:"iLWHY,"}/*!sc*/ .bRGSQl li{list-style-type:none;display:inline-block;vertical-align:middle;text-transform:uppercase;cursor:pointer;}/*!sc*/ .bRGSQl li + li{margin-left:23px;}/*!sc*/ .bRGSQl li a{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;}/*!sc*/ .bRGSQl li:hover{color:#D1D4DB;}/*!sc*/ data-styled.g57[id="sc-jgrJph"]{content:"bRGSQl,"}/*!sc*/ .jiMzLO li{color:#D1D4DB;}/*!sc*/ .jiMzLO li + li{margin-left:20px;}/*!sc*/ data-styled.g58[id="sc-gSQFLo"]{content:"jiMzLO,"}/*!sc*/ .fsgVaA{z-index:100;-webkit-transform:translateY(0);-ms-transform:translateY(0);transform:translateY(0);-webkit-transition:-webkit-transform 0.35s cubic-bezier(.25,.5,.75,1);-webkit-transition:transform 0.35s cubic-bezier(.25,.5,.75,1);transition:transform 0.35s cubic-bezier(.25,.5,.75,1);will-change:transform;}/*!sc*/ .fsgVaA.-fixed{-webkit-transition:-webkit-transform 0.25s cubic-bezier(.25,.5,.75,1);-webkit-transition:transform 0.25s cubic-bezier(.25,.5,.75,1);transition:transform 0.25s cubic-bezier(.25,.5,.75,1);}/*!sc*/ @media (min-width:960px){.fsgVaA{-webkit-transform:translateY( 0 );-ms-transform:translateY( 0 );transform:translateY( 0 );}}/*!sc*/ data-styled.g59[id="sc-lbhJGD"]{content:"fsgVaA,"}/*!sc*/ .eeuzMC{position:relative;}/*!sc*/ data-styled.g92[id="sc-ctqQKy"]{content:"eeuzMC,"}/*!sc*/ .iSTlGZ{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;white-space:nowrap;}/*!sc*/ data-styled.g94[id="sc-brSvTw"]{content:"iSTlGZ,"}/*!sc*/ .pysQh{background:#FF642D;color:#FFFFFF;padding:7px 16px;border-radius:10px;margin-top:-5px;border:0;position:relative;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;cursor:pointer;max-height:36px;width:100%;max-width:201px;}/*!sc*/ .pysQh:hover{background:#B33300;}/*!sc*/ .pysQh:active{background:#7E1E00;}/*!sc*/ data-styled.g95[id="sc-gIDmLj"]{content:"pysQh,"}/*!sc*/ .kblRPD{display:none;}/*!sc*/ .kblRPD button{background:transparent;color:inherit;font-weight:inherit;padding:0;margin:0;border:0;cursor:pointer;}/*!sc*/ data-styled.g96[id="sc-evcjhq"]{content:"kblRPD,"}/*!sc*/ .exdZkX{position:relative;width:100%;box-shadow:0 15px 30px rgba(51,59,81,0.05);}/*!sc*/ data-styled.g101[id="sc-ilfuhL"]{content:"exdZkX,"}/*!sc*/ .bNykPf ul{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:flex-end;-webkit-box-align:flex-end;-ms-flex-align:flex-end;align-items:flex-end;}/*!sc*/ @media (min-width:1140px){.bNykPf ul{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}}/*!sc*/ .bNykPf ul li{display:inline-block;vertical-align:middle;list-style-type:none;-webkit-transition:0.235s color;transition:0.235s color;color:#171A22;position:relative;padding-top:2px;}/*!sc*/ .bNykPf ul li:not(:last-child){margin-right:24px;}/*!sc*/ .bNykPf ul li:hover{color:#FF642D;-webkit-transition:0.235s color;transition:0.235s color;}/*!sc*/ .bNykPf a{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ data-styled.g102[id="sc-uojGG"]{content:"bNykPf,"}/*!sc*/ .fjoeUL{margin-left:0;}/*!sc*/ @media (min-width:500px){.fjoeUL{margin-left:16px;}}/*!sc*/ @media (min-width:768px){.fjoeUL{margin-left:30px;}}/*!sc*/ @media (min-width:1140px){.fjoeUL{display:none;}}/*!sc*/ data-styled.g104[id="sc-eGPXGI"]{content:"fjoeUL,"}/*!sc*/ .gcqsis.gcqsis.gcqsis{background-color:#ffe84d;width:327px;height:auto;padding:32px 20px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;min-width:unset;}/*!sc*/ @media (min-width:768px){.gcqsis.gcqsis.gcqsis{width:590px;padding:50px 35px;}}/*!sc*/ data-styled.g114[id="sc-eFegNN"]{content:"gcqsis,"}/*!sc*/ .ffhQOw{z-index:100;position:-webkit-sticky;position:sticky;top:0;}/*!sc*/ data-styled.g115[id="sc-fmBCVi"]{content:"ffhQOw,"}/*!sc*/ .fnqfqY{word-break:break-word;}/*!sc*/ .fnqfqY > *{margin:22px 0;}/*!sc*/ .fnqfqY > * > * + *{margin:22px 0;}/*!sc*/ .fnqfqY em{font-style:italic;}/*!sc*/ .fnqfqY hr{height:1px;border:0;position:relative;width:100%;background:#D1D4DB;margin:40px 0 !important;}/*!sc*/ @media (min-width:768px){.fnqfqY hr{margin:60px 0 !important;}}/*!sc*/ .fnqfqY ul:not(.nav-tabs),.fnqfqY ol > li ul{padding-left:8px;margin-left:12px;box-sizing:border-box;}/*!sc*/ .fnqfqY ul:not(.nav-tabs) > li,.fnqfqY ol > li ul > li{list-style-type:disc;margin:10px 0 0;word-wrap:break-word;}/*!sc*/ .fnqfqY ul{padding-left:20px;}/*!sc*/ .fnqfqY ol,.fnqfqY ul > li ol{list-style-type:decimal;padding-left:19px;box-sizing:border-box;}/*!sc*/ .fnqfqY ol > li,.fnqfqY ul > li ol > li{list-style-type:decimal;margin:10px 0;}/*!sc*/ .fnqfqY ul li a,.fnqfqY ol li a{color:#FF642D !important;}/*!sc*/ .fnqfqY ul a:hover{color:#FF642D !important;}/*!sc*/ .fnqfqY .quick-summary-content ul{margin:0;}/*!sc*/ .fnqfqY .quick-summary-content ul li{list-style-type:none;}/*!sc*/ .fnqfqY h2,.fnqfqY h3,.fnqfqY h4,.fnqfqY h5{margin-top:15px;margin-bottom:16px;-webkit-scroll-margin-top:60px;-moz-scroll-margin-top:60px;-ms-scroll-margin-top:60px;scroll-margin-top:60px;}/*!sc*/ @media (min-width:375px){.fnqfqY h2,.fnqfqY h3,.fnqfqY h4,.fnqfqY h5{margin-top:32px;}}/*!sc*/ @media (min-width:500px){.fnqfqY h2,.fnqfqY h3,.fnqfqY h4,.fnqfqY h5{margin-top:50px;margin-bottom:20px;-webkit-scroll-margin-top:80px;-moz-scroll-margin-top:80px;-ms-scroll-margin-top:80px;scroll-margin-top:80px;}}/*!sc*/ .fnqfqY article > h2:first-child,.fnqfqY h2 + h3,.fnqfqY h3 + h4,.fnqfqY h4 + h5{margin-top:0 !important;padding-top:0 !important;}/*!sc*/ .fnqfqY h2,.fnqfqY h2 *{font-size:24px !important;line-height:31px !important;}/*!sc*/ @media (min-width:500px){.fnqfqY h2,.fnqfqY h2 *{font-size:42px !important;line-height:50px !important;}}/*!sc*/ .fnqfqY h3,.fnqfqY h3 *{font-size:22px !important;line-height:29px !important;}/*!sc*/ @media (min-width:500px){.fnqfqY h3,.fnqfqY h3 *{font-size:32px !important;line-height:38px !important;}}/*!sc*/ .fnqfqY h4,.fnqfqY h4 *{font-size:20px !important;line-height:28px !important;}/*!sc*/ @media (min-width:500px){.fnqfqY h4,.fnqfqY h4 *{font-size:26px !important;line-height:31px !important;}}/*!sc*/ .fnqfqY h5,.fnqfqY h5 *{font-size:18px !important;line-height:24px !important;}/*!sc*/ @media (min-width:500px){.fnqfqY h5,.fnqfqY h5 *{font-size:22px !important;line-height:29px !important;margin-bottom:16px;}}/*!sc*/ .fnqfqY h2 address,.fnqfqY h3 address,.fnqfqY h4 address,.fnqfqY h5 address,.fnqfqY h2 caption,.fnqfqY h3 caption,.fnqfqY h4 caption,.fnqfqY h5 caption,.fnqfqY h2 cite,.fnqfqY h3 cite,.fnqfqY h4 cite,.fnqfqY h5 cite,.fnqfqY h2 code,.fnqfqY h3 code,.fnqfqY h4 code,.fnqfqY h5 code,.fnqfqY h2 dfn,.fnqfqY h3 dfn,.fnqfqY h4 dfn,.fnqfqY h5 dfn,.fnqfqY h2 em,.fnqfqY h3 em,.fnqfqY h4 em,.fnqfqY h5 em,.fnqfqY h2 optgroup,.fnqfqY h3 optgroup,.fnqfqY h4 optgroup,.fnqfqY h5 optgroup,.fnqfqY h2 th,.fnqfqY h3 th,.fnqfqY h4 th,.fnqfqY h5 th,.fnqfqY h2 var,.fnqfqY h3 var,.fnqfqY h4 var,.fnqfqY h5 var{font-style:normal;}/*!sc*/ .fnqfqY h2 span,.fnqfqY h3 span,.fnqfqY h4 span,.fnqfqY h5 span{font-size:inherit;line-height:inherit;color:inherit;}/*!sc*/ .fnqfqY h2 + p,.fnqfqY h3 + p,.fnqfqY h4 + p,.fnqfqY h5 + p{margin-top:0;}/*!sc*/ .fnqfqY a:not([data-test]),.fnqfqY table td a{color:#000000;-webkit-text-decoration:none;text-decoration:none;}/*!sc*/ .fnqfqY a:not([data-test]):hover,.fnqfqY table td a:hover{-webkit-text-decoration:underline;text-decoration:underline;color:#FF642D !important;}/*!sc*/ .fnqfqY p a{color:#FF642D;}/*!sc*/ .fnqfqY ul li img,.fnqfqY ol li img{max-width:100%;height:auto;}/*!sc*/ .fnqfqY .img{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;margin:60px 0;max-width:660px;}/*!sc*/ .fnqfqY .img img + span{margin-top:16px;color:#898d9a;font-size:14px;line-height:22px;}/*!sc*/ .fnqfqY p img{max-width:100%;}/*!sc*/ .fnqfqY p img:not(.small){height:auto;}/*!sc*/ .fnqfqY iframe{margin:12px 0;width:100%;border:0;display:block;}/*!sc*/ .fnqfqY > div[data-oembed-url] iframe:not(.instagram-media),.fnqfqY > div[data-oembed-url] iframe:not(.fb-post),.fnqfqY > div[data-oembed-url] iframe:not([src*='twitter']){height:371px;}/*!sc*/ .fnqfqY div:not(.b-blog__iframe) iframe:not(.instagram-media),.fnqfqY div:not(.b-blog__iframe) iframe:not(.fb-post),.fnqfqY div:not(.b-blog__iframe) iframe:not([src*='twitter']){height:371px;}/*!sc*/ @media all and (min-width:481px) and (max-width:767px){.fnqfqY > div[data-oembed-url] iframe:not(.instagram-media),.fnqfqY > div[data-oembed-url] iframe:not(.fb-post),.fnqfqY > div[data-oembed-url] iframe:not([src*='twitter']){height:328px;}.fnqfqY div:not(.b-blog__iframe) iframe:not(.instagram-media),.fnqfqY div:not(.b-blog__iframe) iframe:not(.fb-post),.fnqfqY div:not(.b-blog__iframe) iframe:not([src*='twitter']){height:328px;}}/*!sc*/ @media all and (min-width:375px) and (max-width:480px){.fnqfqY > div[data-oembed-url] iframe:not(.instagram-media),.fnqfqY > div[data-oembed-url] iframe:not(.fb-post),.fnqfqY > div[data-oembed-url] iframe:not([src*='twitter']){height:184px;}.fnqfqY div:not(.b-blog__iframe) iframe:not(.instagram-media),.fnqfqY div:not(.b-blog__iframe) iframe:not(.fb-post),.fnqfqY div:not(.b-blog__iframe) iframe:not([src*='twitter']){height:184px;}}/*!sc*/ @media all and (max-width:374px){.fnqfqY > div[data-oembed-url] iframe:not(.instagram-media),.fnqfqY > div[data-oembed-url] iframe:not(.fb-post),.fnqfqY > div[data-oembed-url] iframe:not([src*='twitter']){height:164px;}.fnqfqY div:not(.b-blog__iframe) iframe:not(.instagram-media),.fnqfqY div:not(.b-blog__iframe) iframe:not(.fb-post),.fnqfqY div:not(.b-blog__iframe) iframe:not([src*='twitter']){height:164px;}}/*!sc*/ .fnqfqY .b-blog__image{position:relative;display:block;margin:40px 0;box-sizing:border-box;}/*!sc*/ @media (min-width:375px){.fnqfqY .b-blog__image{margin:60px 0;}}/*!sc*/ .fnqfqY .b-blog__image img{width:100% !important;display:block;margin:0;overflow:hidden;-webkit-filter:none;filter:none;}/*!sc*/ .fnqfqY .b-blog__image img.zooming{border:1px solid #D1D4DB;border-radius:5px;}/*!sc*/ @media (min-width:375px){.fnqfqY .b-blog__image img.zooming{border-radius:10px;}}/*!sc*/ .fnqfqY .b-blog__image a{display:inline-block;line-height:0;position:relative;}/*!sc*/ .fnqfqY .b-blog__image img.new{opacity:0;position:absolute;left:0;top:0;}/*!sc*/ .fnqfqY .b-blog__image[data-size='normal']{max-width:531px;width:60%;}/*!sc*/ .fnqfqY .b-blog__image[data-size='max']{width:1010px;}/*!sc*/ @media (max-width:1010px){.fnqfqY .b-blog__image[data-size='max']{width:100%;}}/*!sc*/ .fnqfqY .b-blog__image[data-size='big']{width:100%;}/*!sc*/ @media (min-width:960px){.fnqfqY{width:100%;}}/*!sc*/ .fnqfqY .gif-marker{display:none;position:relative;height:0;}/*!sc*/ .fnqfqY .gif-marker span{font-family:'Factor A',Ubuntu,Helvetica,Arial,sans-serif !important;font-weight:700 !important;position:absolute;top:-50px;left:20px;opacity:0.7;line-height:0.8;font-size:14px;padding:8px 5px 5px;border-radius:12px;color:#FFFFFF;background-color:#000000;}/*!sc*/ .fnqfqY img[data-original$='.gif'].lazyloaded + .gif-marker,.fnqfqY img[data-original$='.mp4'].lazyloaded + .gif-marker{display:block;}/*!sc*/ .fnqfqY p.question{font-weight:600;font-size:1.5rem;position:relative;}/*!sc*/ .fnqfqY p.question::before{content:'—';position:absolute;left:-25px;top:0;}/*!sc*/ .fnqfqY p.emphasis{font-weight:600;font-size:1.5rem;position:relative;}/*!sc*/ .fnqfqY p.emphasis::before{content:'—';position:absolute;left:-25px;top:0;}/*!sc*/ .fnqfqY .tweet-click a{color:gray;}/*!sc*/ .fnqfqY .tweet-click a:hover{color:#428bca;-webkit-text-decoration:none;text-decoration:none;}/*!sc*/ .fnqfqY .tweet-click a:hover .tweet-click__icon{background:#428bca;color:#fff;}/*!sc*/ .fnqfqY .tweet-click a:hover .tweet-click__icon svg{fill:#fff;}/*!sc*/ .fnqfqY .tweet-click .tweet-click__text{display:block;}/*!sc*/ .fnqfqY .tweet-click .tweet-click__icon{display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;background:transparent;margin-top:30px;color:#428bca;font-weight:400;font-size:14px;font-style:normal;}/*!sc*/ .fnqfqY .tweet-click .tweet-click__icon svg{fill:#428bca;margin-left:14px;}/*!sc*/ .fnqfqY p.note{color:gray;font-size:1.25rem;position:relative;padding-left:1.5rem;box-sizing:border-box;line-height:1.7;}/*!sc*/ .fnqfqY p.note::before{content:'';display:block;width:3px;height:100%;background:gray;position:absolute;left:0;top:0;}/*!sc*/ .fnqfqY span.zoom{display:block;text-align:center;float:none;position:relative;}/*!sc*/ .fnqfqY .b-blog__toc__content{list-style:none !important;margin:0;padding:0;}/*!sc*/ .fnqfqY .b-blog__toc__content ul{list-style:none !important;padding:0;margin-top:0.5rem;margin-left:2.4rem;}/*!sc*/ .fnqfqY .b-blog__toc__content li{padding-bottom:8px;list-style:none;margin:0;}/*!sc*/ .fnqfqY .b-blog__toc__content li + li{margin:0;}/*!sc*/ .fnqfqY .b-blog__toc__content li a{border-bottom:1px dotted rgb(255,100,45);}/*!sc*/ .fnqfqY .b-blog__toc__content li a:active{color:inherit !important;}/*!sc*/ .fnqfqY .b-blog__toc__content li a:hover{-webkit-text-decoration:none;text-decoration:none;}/*!sc*/ .fnqfqY .b-blog__image__text,.fnqfqY figcaption{margin-top:10px;}/*!sc*/ .fnqfqY .b-blog__image__text,.fnqfqY figcaption,.fnqfqY .b-blog__image__text a,.fnqfqY figcaption a{color:#898D9A !important;font-style:normal;line-height:1.5;font-size:12px;box-sizing:border-box;text-align:left;padding:0;width:auto;display:block;word-wrap:break-word;}/*!sc*/ @media (min-width:375px){.fnqfqY .b-blog__image__text,.fnqfqY figcaption,.fnqfqY .b-blog__image__text a,.fnqfqY figcaption a{font-size:14px;}}/*!sc*/ @media (min-width:375px){.fnqfqY .b-blog__image__text,.fnqfqY figcaption{margin-top:16px;}}/*!sc*/ .fnqfqY .b-blog__code{max-width:90vw !important;margin:40px auto;position:relative;background-color:#F6F7F8;overflow:auto;border-radius:5px;white-space:pre-line;padding:24px 0 24px 20px;}/*!sc*/ @media (min-width:500px){.fnqfqY .b-blog__code{margin:60px 0;border-radius:10px;padding:32px 0 32px 58px;}}/*!sc*/ @media (min-width:1140px){.fnqfqY .b-blog__code{max-width:1010px !important;}}/*!sc*/ .fnqfqY .b-blog__code__code{border:0;display:inline-block;box-sizing:border-box;line-height:1.5;font-weight:300;font-size:14px;word-wrap:break-word;padding-right:20px;}/*!sc*/ @media (min-width:500px){.fnqfqY .b-blog__code__code{font-size:16px;padding-right:58px;}}/*!sc*/ .fnqfqY .topics-to-discuss{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-flow:row nowrap;-ms-flex-flow:row nowrap;flex-flow:row nowrap;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:#f9b159;box-sizing:border-box;margin-top:52px !important;margin-bottom:32px !important;font-size:30px;font-weight:bold;}/*!sc*/ .fnqfqY .topics-to-discuss::before{display:block;content:'';margin-right:20px;width:22px;height:22px;}/*!sc*/ .fnqfqY .b-blog > pre{border:1px solid #2b94e1;box-sizing:border-box;border-radius:3px;padding:1rem;min-height:3.367rem;line-height:1;height:auto;font-family:'Courier New',serif;font-weight:300;font-size:1.167rem;word-wrap:initial;overflow:auto;white-space:pre;}/*!sc*/ .fnqfqY blockquote:not(.Tweet){position:relative;font-weight:400;color:currentColor;min-height:50px;background:rgba(255,100,45,0.1);margin:40px 0;border-radius:0;padding:40px 14px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;}/*!sc*/ @media (min-width:375px){.fnqfqY blockquote:not(.Tweet){padding:40px 24px;}}/*!sc*/ @media (min-width:768px){.fnqfqY blockquote:not(.Tweet){margin:60px 0;padding:75px 32px 60px;border-radius:10px;}}/*!sc*/ @media (min-width:1140px){.fnqfqY blockquote:not(.Tweet){margin:40px 0 60px;padding:62px 32px;}}/*!sc*/ .fnqfqY blockquote:not(.Tweet) p + p{margin:1rem 0;}/*!sc*/ .fnqfqY blockquote:not(.Tweet) .quote{margin-top:24px;}/*!sc*/ @media (min-width:768px){.fnqfqY blockquote:not(.Tweet) .quote{margin-top:44px;}}/*!sc*/ @media (min-width:1140px){.fnqfqY blockquote:not(.Tweet) .quote{margin-top:24px;}}/*!sc*/ .fnqfqY blockquote:not(.Tweet) .author{position:relative;font-size:20px;line-height:1.2;font-family:Factor A;}/*!sc*/ @media (min-width:768px){.fnqfqY blockquote:not(.Tweet) .author{font-size:26px;}}/*!sc*/ .fnqfqY blockquote:not(.Tweet) .author-job{font-family:Inter;color:#3E424B;font-size:12px;margin-top:4px;line-height:1;}/*!sc*/ @media (min-width:768px){.fnqfqY blockquote:not(.Tweet) .author-job{margin-top:8px;font-size:14px;}}/*!sc*/ .fnqfqY blockquote:not(.Tweet)::before{content:' ';background-size:100%;background:no-repeat url('data:image/svg+xml;utf8,<svg viewBox="0 0 51 40" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M50.6 0.759766C49.1067 6.94644 47.6133 13.6664 46.12 20.9198C44.6267 28.0664 43.4533 34.4131 42.6 39.9598H27.4L26.28 38.1998C27.7733 32.5464 29.8 26.3598 32.36 19.6398C34.92 12.8131 37.5333 6.51977 40.2 0.759766H50.6ZM24 0.759766C22.5067 6.94644 21.0133 13.6664 19.52 20.9198C18.0267 28.0664 16.8533 34.4131 16 39.9598H0.96L0 38.1998C1.49333 32.5464 3.46667 26.3598 5.92 19.6398C8.48 12.8131 11.0933 6.51977 13.76 0.759766H24Z" fill="%23FF642D"/></svg>');height:20px;width:31px;position:absolute;left:-3px;top:30px;}/*!sc*/ @media (min-width:375px){.fnqfqY blockquote:not(.Tweet)::before{left:6px;top:30px;}}/*!sc*/ @media (min-width:768px){.fnqfqY blockquote:not(.Tweet)::before{top:50px;left:-20px;height:39px;width:50px;}}/*!sc*/ .fnqfqY .blockquote-image blockquote div{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;position:relative;z-index:2;}/*!sc*/ .fnqfqY .blockquote-image blockquote div div{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-items:flex-start;-webkit-box-align:flex-start;-ms-flex-align:flex-start;align-items:flex-start;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;}/*!sc*/ .fnqfqY .blockquote-image blockquote img{border-radius:10px !important;border:0 !important;margin-right:20px;height:75px !important;width:75px !important;}/*!sc*/ @media (min-width:768px){.fnqfqY .blockquote-image blockquote img{height:95px !important;width:95px !important;}}/*!sc*/ .fnqfqY .bonus-tip{font-size:16px;line-height:25.6px;margin:60px 0;position:relative;background:#ff642d;padding:32px 58px;border-radius:10px;}/*!sc*/ .fnqfqY .bonus-tip p,.fnqfqY .bonus-tip ul{color:#fff !important;}/*!sc*/ .fnqfqY .bonus-tip p a,.fnqfqY .bonus-tip p a:not([data-test]){color:#fff !important;-webkit-text-decoration:underline !important;text-decoration:underline !important;}/*!sc*/ .fnqfqY .bonus-tip > *{margin-top:0 !important;}/*!sc*/ .fnqfqY .twitter-tweet{opacity:0;-webkit-transition:opacity 0.3s;transition:opacity 0.3s;}/*!sc*/ .fnqfqY .twitter-tweet{margin:40px 0 !important;}/*!sc*/ @media (min-width:375px){.fnqfqY .twitter-tweet{margin:60px 0 !important;}}/*!sc*/ .fnqfqY .twitter-tweet iframe{margin:0;}/*!sc*/ .fnqfqY .twitter-tweet-rendered{opacity:1;}/*!sc*/ .fnqfqY article table:not(.events__table-body){margin:40px 0;display:block;border-collapse:collapse;overflow-x:auto;width:90vw;}/*!sc*/ @media (min-width:768px){.fnqfqY article table:not(.events__table-body){margin:60px 0;display:table;width:100%;}}/*!sc*/ .fnqfqY article table:not(.events__table-body) td{padding:16px;vertical-align:top;max-width:350px;min-width:75px;}/*!sc*/ @media (min-width:768px){.fnqfqY article table:not(.events__table-body) td{padding:21px 24px;}}/*!sc*/ .fnqfqY article table:not(.events__table-body) tbody td{font-size:12px;line-height:1.6;font-weight:300;}/*!sc*/ @media (min-width:768px){.fnqfqY article table:not(.events__table-body) tbody td{font-size:14px;}}/*!sc*/ .fnqfqY article table:not(.events__table-body) tbody tr:nth-child(odd),.fnqfqY article table:not(.events__table-body) thead + tbody tr:nth-child(even){background:#F6F7F8;}/*!sc*/ .fnqfqY article table:not(.events__table-body) thead + tbody tr:nth-child(odd){background:transparent;}/*!sc*/ .fnqfqY figure figcaption{margin-top:0;}/*!sc*/ data-styled.g116[id="sc-lkgTHX"]{content:"fnqfqY,"}/*!sc*/ .brDSho > *:not(div[data-test],div[data-oembed-url]):not(table):not(.easyimage-full){max-width:660px;}/*!sc*/ .brDSho > figure{width:-webkit-fit-content;width:-moz-fit-content;width:fit-content;}/*!sc*/ .brDSho > figure.-max-width{pointer-events:none !important;}/*!sc*/ .brDSho > figure.easyimage-full{max-width:100%;}/*!sc*/ @media (min-width:1140px){.brDSho > figure.easyimage-full{max-width:1010px !important;}}/*!sc*/ .brDSho > img{max-width:660px !important;width:100% !important;}/*!sc*/ .brDSho h1,.brDSho h2,.brDSho h3,.brDSho h4,.brDSho h5,.brDSho h6{font-family:'Factor A',Ubuntu,Helvetica,Arial,sans-serif !important;font-weight:700 !important;line-height:1.25;}/*!sc*/ .brDSho img:not([data-test]):not(.b-profile-mini__img):not(.easyimage-side img){width:100% !important;}/*!sc*/ .brDSho iframe{width:100%;max-width:100% !important;z-index:10;position:relative;border:0;}/*!sc*/ @media (min-width:500px){.brDSho iframe:not([src*="twitter"]){max-width:410px !important;}}/*!sc*/ @media (min-width:768px){.brDSho iframe:not([src*="twitter"]){max-width:480px !important;height:270px !important;}}/*!sc*/ @media (min-width:960px){.brDSho iframe:not([src*="twitter"]){max-width:660px !important;height:371px !important;}}/*!sc*/ .brDSho img:not([data-test]).zooming,.brDSho img:not([data-test]),.brDSho iframe[data-src*="youtube"].zooming,.brDSho .youtube-thumbnail,.brDSho iframe[src*="facebook"],.brDSho iframe[src*="youtube"]{border:1px solid #D1D4DB !important;border-radius:5px !important;}/*!sc*/ @media (min-width:375px){.brDSho img:not([data-test]).zooming,.brDSho img:not([data-test]),.brDSho iframe[data-src*="youtube"].zooming,.brDSho .youtube-thumbnail,.brDSho iframe[src*="facebook"],.brDSho iframe[src*="youtube"]{border-radius:10px !important;}}/*!sc*/ .brDSho.-limited-bottom > *:nth-last-child(-n+2){max-width:660px !important;}/*!sc*/ .brDSho.-limited-bottom > *:nth-last-child(-n+2) > *{max-width:660px !important;}/*!sc*/ .brDSho.-limited-bottom > *:nth-last-child(-n+2) > *[data-test="create-campaign-widget"]{max-width:760px !important;}/*!sc*/ @-webkit-keyframes fadeIn{from{-webkit-filter:blur(5px);filter:blur(5px);opacity:0;}to{-webkit-filter:blur(0);filter:blur(0);opacity:1;}}/*!sc*/ @keyframes fadeIn{from{-webkit-filter:blur(5px);filter:blur(5px);opacity:0;}to{-webkit-filter:blur(0);filter:blur(0);opacity:1;}}/*!sc*/ .brDSho img.lazyload{-webkit-animation-duration:200ms;animation-duration:200ms;-webkit-animation-name:fadeIn;animation-name:fadeIn;-webkit-transition:filter 400ms,opacity 400ms;transition:filter 400ms,opacity 400ms;}/*!sc*/ .brDSho img.lazyloaded{-webkit-animation-name:fadeIn;animation-name:fadeIn;opacity:1;}/*!sc*/ .brDSho img.zooming{cursor:-webkit-zoom-in;cursor:-moz-zoom-in;cursor:zoom-in;}/*!sc*/ .brDSho span a:not([data-test]),.brDSho a:not([data-test]) span,.brDSho p a:not([data-test]){-webkit-text-decoration:none !important;text-decoration:none !important;color:#FF642D !important;}/*!sc*/ .brDSho span a:not([data-test]):hover,.brDSho a:not([data-test]) span:hover,.brDSho p a:not([data-test]):hover{-webkit-text-decoration:underline !important;text-decoration:underline !important;}/*!sc*/ .brDSho div.episode-wrapper{margin:0 !important;}/*!sc*/ .brDSho div.episode-wrapper + *:not(.episode-wrapper):not(h1):not(h2):not(h3):not(h4):not(h5):not(h6){margin-top:60px !important;}/*!sc*/ @media (max-width:375px){.brDSho div.episode-wrapper + *:not(.episode-wrapper):not(h1):not(h2):not(h3):not(h4):not(h5):not(h6){margin-top:40px !important;}}/*!sc*/ .brDSho p.emphasis{font-style:italic !important;}/*!sc*/ .brDSho strong,.brDSho strong *{font-weight:bold !important;}/*!sc*/ .brDSho code.inline-code-block{padding:2px 3px 1px;line-height:18px;font-weight:400;text-align:left;border:1px solid rgba(221,221,221,1);background-color:#F7F7F7;color:rgb(224,30,90);}/*!sc*/ .brDSho .tip-box{border-left:5px solid #e76642;padding:20px;width:100% !important;border-radius:5px;box-shadow:0 0 10px rgba(0,0,0,0.1);display:-webkit-box !important;display:-webkit-flex !important;display:-ms-flexbox !important;display:flex !important;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ .brDSho .tip-box_title{-webkit-align-self:flex-start;-ms-flex-item-align:start;align-self:flex-start;}/*!sc*/ .brDSho .tip-box_title p{margin:0;word-break:normal;font-family:'Factor A',sans-serif;font-weight:700;font-size:20px;margin-right:30px !important;}/*!sc*/ @media (min-width:768px){.brDSho .tip-box_title p{font-size:26px;}}/*!sc*/ .brDSho .tip-box_text-wrapper{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;}/*!sc*/ .brDSho .tip-box_text-wrapper p{font-family:'Inter','Ubuntu','Helvetica','Arial',sans-serif;font-weight:400;}/*!sc*/ .brDSho .toc-selected:not(h1,h2,h3,h4,h5,h6){-webkit-scroll-margin-top:60px;-moz-scroll-margin-top:60px;-ms-scroll-margin-top:60px;scroll-margin-top:60px;}/*!sc*/ @media(min-width:960px){.brDSho .toc-selected:not(h1,h2,h3,h4,h5,h6){-webkit-scroll-margin-top:105px;-moz-scroll-margin-top:105px;-ms-scroll-margin-top:105px;scroll-margin-top:105px;}}/*!sc*/ data-styled.g117[id="sc-jlRLRk"]{content:"brDSho,"}/*!sc*/ .eFplJq{color:inherit;-webkit-flex:1;-ms-flex:1;flex:1;width:100%;}/*!sc*/ .eFplJq ul{list-style-type:none;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;padding:0;margin:0;}/*!sc*/ .eFplJq li + li{margin-left:4px;padding-left:2px;}/*!sc*/ .eFplJq a{-webkit-text-decoration:none;text-decoration:none;}/*!sc*/ data-styled.g118[id="sc-dUbtfd"]{content:"eFplJq,"}/*!sc*/ .bMoVP:hover{-webkit-text-decoration:underline;text-decoration:underline;}/*!sc*/ data-styled.g119[id="sc-htJRVC"]{content:"bMoVP,"}/*!sc*/ @media (max-width:1366px){.iZuksp{padding-left:0;}}/*!sc*/ data-styled.g124[id="sc-fIosxK"]{content:"iZuksp,"}/*!sc*/ .kMVYZt img{pointer-events:none;object-fit:contain;width:auto;height:auto;max-height:100%;}/*!sc*/ @media (max-width:1366px){.kMVYZt{padding-right:0;}}/*!sc*/ data-styled.g125[id="sc-gyElHZ"]{content:"kMVYZt,"}/*!sc*/ .hoQDNL{width:100%;background:#B880FF;color:#171A22;}/*!sc*/ data-styled.g126[id="sc-gjNHFA"]{content:"hoQDNL,"}/*!sc*/ .jQsfVt{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;white-space:nowrap;}/*!sc*/ .jQsfVt a:hover{-webkit-text-decoration:underline;text-decoration:underline;}/*!sc*/ .jQsfVt > *{margin-right:12px;margin-bottom:10px;}/*!sc*/ @media (min-width:768px){.jQsfVt > *{margin-right:20px;}}/*!sc*/ data-styled.g128[id="sc-eXlEPa"]{content:"jQsfVt,"}/*!sc*/ .kcmnyq{word-break:break-word;overflow-wrap:break-word;}/*!sc*/ data-styled.g129[id="sc-iFMAIt"]{content:"kcmnyq,"}/*!sc*/ .bsrXeg{width:203px;}/*!sc*/ @media (min-width:960px){.bsrXeg{height:calc(100vh - 160px);overflow-y:auto;padding-right:10px;padding-bottom:5px;}}/*!sc*/ .bsrXeg ul{list-style:none;margin-left:8px;padding:0 10px 0 0;height:unset !important;}/*!sc*/ @media (min-width:960px){.bsrXeg ul{padding:0;}}/*!sc*/ .bsrXeg > ul{margin-bottom:8px;margin-top:0;margin-left:0;height:100%;}/*!sc*/ .bsrXeg li{padding-bottom:8px;list-style:none;margin:0;-webkit-animation:fodguN 0.4s ease-in-out;animation:fodguN 0.4s ease-in-out;}/*!sc*/ .bsrXeg li:last-child{padding-bottom:0;}/*!sc*/ .bsrXeg li + li{margin:0;}/*!sc*/ .bsrXeg li a{-webkit-text-decoration:none;text-decoration:none;color:#898D9A !important;line-height:1.6;font-size:14px;font-weight:400;-webkit-transition:color 0.1s ease-in-out;transition:color 0.1s ease-in-out;}/*!sc*/ .bsrXeg li a:active,.bsrXeg li a[href='#'],.bsrXeg li a:hover{-webkit-text-decoration:none;text-decoration:none;color:#171A22 !important;}/*!sc*/ data-styled.g130[id="sc-iqVWFU"]{content:"bsrXeg,"}/*!sc*/ .hTSBMW{text-transform:uppercase;}/*!sc*/ data-styled.g131[id="sc-eWfVMQ"]{content:"hTSBMW,"}/*!sc*/ .gsQNVL{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;margin-bottom:24px;padding-bottom:24px;border-bottom:1px solid #E9EBEF;}/*!sc*/ data-styled.g132[id="sc-kTLmzF"]{content:"gsQNVL,"}/*!sc*/ .bgZcvN.bgZcvN{margin:0;width:100%;padding:24px;background:#171A22;color:#F6F7F8;border-bottom-right-radius:0;border-bottom-left-radius:0;}/*!sc*/ data-styled.g135[id="sc-jtXEFf"]{content:"bgZcvN,"}/*!sc*/ .bMorKE{background:#171A22;border-radius:10px 10px 0 0;z-index:20;position:fixed;bottom:0;left:0;width:100%;padding:24px;font-size:14px;font-weight:500;line-height:160%;}/*!sc*/ @media (min-width:768px){.bMorKE{display:none;}}/*!sc*/ data-styled.g136[id="sc-eldieg"]{content:"bMorKE,"}/*!sc*/ .gvatUw{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;}/*!sc*/ data-styled.g137[id="sc-kiIyQV"]{content:"gvatUw,"}/*!sc*/ .kFnqpz{background-color:inherit;color:#F6F7F8;padding:9px 16px;border-radius:6px;width:100%;border:1px solid #D1D4DB;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;cursor:pointer;}/*!sc*/ .kFnqpz:first-child{margin-right:10px;}/*!sc*/ data-styled.g138[id="sc-cLpAjG"]{content:"kFnqpz,"}/*!sc*/ .flhuZi{margin-right:6px;}/*!sc*/ data-styled.g139[id="sc-iIUQWv"]{content:"flhuZi,"}/*!sc*/ .eNgeub{position:-webkit-sticky;position:sticky;top:100px;padding-left:20px;}/*!sc*/ data-styled.g159[id="sc-bSqaIl"]{content:"eNgeub,"}/*!sc*/ .fGSkWh{margin:20px 0 40px;}/*!sc*/ @media (min-width:960px){.fGSkWh{margin:22px 0;}}/*!sc*/ data-styled.g162[id="sc-jlsrNB"]{content:"fGSkWh,"}/*!sc*/ @-webkit-keyframes fodguN{from{opacity:0;}80%{opacity:0.3;}to{opacity:1;}}/*!sc*/ @keyframes fodguN{from{opacity:0;}80%{opacity:0.3;}to{opacity:1;}}/*!sc*/ data-styled.g207[id="sc-keyframes-fodguN"]{content:"fodguN,"}/*!sc*/ </style><link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Inter:wght@300;400;500;700&display=swap"/></head><body><div id="__next"><script>!function(){try{var d=document.documentElement,n='data-theme',s='setAttribute';var e=localStorage.getItem('semblog-theme');if('system'===e||(!e&&false)){var t='(prefers-color-scheme: dark)',m=window.matchMedia(t);if(m.media!==t||m.matches){d.style.colorScheme = 'dark';d[s](n,'dark')}else{d.style.colorScheme = 'light';d[s](n,'light')}}else if(e){d[s](n,e|| '')}else{d[s](n,'light')}if(e==='light'||e==='dark'||!e)d.style.colorScheme=e||'light'}catch(e){}}()</script><div data-test="page" class="sc-llYSUQ kdpkRH"><header class="sc-fmBCVi ffhQOw"><nav data-test="header" class="sc-lbhJGD fsgVaA"><div data-test="main-menu" class="sc-gKclnd kTWIjD sc-hUpaCq iLWHY"><div data-test="container" class="sc-gKclnd dmOGYZ"><div class="sc-gKclnd itgbLD"><ul data-test="menu" class="sc-bBHHxi frQiwv"><li><a data-test="link-text" class="sc-gsDKAQ diXivc SLink" href="https://www.semrush.com/features/">Features</a></li><li><a data-test="link-text" class="sc-gsDKAQ diXivc SLink" href="https://www.semrush.com/pricing/">Pricing</a></li><li></li><li></li><li><a data-test="link-text" class="sc-gsDKAQ diXivc SLink" href="https://www.semrush.com/apps/">App Center</a></li><li><a data-test="link-text" class="sc-gsDKAQ diXivc SLink" href="https://www.semrush.com/enterprise/">Enterprise</a></li></ul><ul data-test="right-menu" class="sc-jgrJph sc-gSQFLo bRGSQl jiMzLO"></ul></div></div></div><div data-test="blog-navbar" class="sc-gKclnd hhiaWA sc-ilfuhL exdZkX semblog-header-navbar"><div data-test="container" class="sc-gKclnd dmOGYZ"><div class="sc-gKclnd gvnexy"><div data-test="logo" class="sc-gKclnd kqFGKV"><a href="/" target="_blank" data-test="logo-link-main" aria-label="To Semrush" rel="noopener" class="sc-fKVqWL EgMcS"><svg data-test="svg-icon-brand" viewBox="0 0 31 19" width="31" height="19" class="sc-bdvvtL dHnzHm sc-cxpSdN fUFbzD"><use xlink:href="#brand"></use></svg><span class="sc-iwjdpV knPMRb">Semrush</span></a><a data-test="logo-link-blog" aria-label="To Blog" class="sc-bBHxTw kJeEgG" href="/blog/"><span class="sc-iwjdpV knPMRb">Blog</span></a></div><div data-test="navigation-menu" class="sc-gKclnd kHPkQj sc-uojGG bNykPf"><div class="sc-gKclnd jAYqEQ"><ul><li></li><li></li><li></li></ul><ul><li class="sc-hAcGzb cVhebe"><a aria-label="Search" href="/blog/search/"><svg data-test="svg-icon-search" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#search"></use></svg></a></li></ul></div></div><div class="sc-gKclnd jMNgCm"><div data-test="service-menu-header"><section class="sc-ctqQKy eeuzMC"><div class="sc-gKclnd cNXzqV sc-brSvTw iSTlGZ"><button type="button" aria-label="Subscribe" data-test="subscribe-popup-open-desktop" class="sc-gIDmLj pysQh"><span data-test="text-content" class="sc-kLwhqv rlAHV">Create free account</span></button><span data-test="cta-caption" class="sc-kLwhqv eUNEVb">Don’t miss out. Try 55+ products for free.</span></div></section><div class="sc-gKclnd cwkoec sc-evcjhq kblRPD"><button type="button" aria-label="Subscribe" data-test="subscribe-popup-open-mobile">Create free account</button></div></div><div class="sc-gKclnd dwdnee"><div class="sc-gKclnd fBKLaB"></div></div><svg data-test="mobile-menu-popup-open" viewBox="0 0 22 22" width="22" height="22" class="sc-bdvvtL dHnzHm sc-eGPXGI fjoeUL"><use xlink:href="#burger"></use></svg></div></div></div></div></nav></header><main><div data-test="article-heading" class="sc-gKclnd JCYxx sc-gjNHFA hoQDNL"><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd jnpneB"><div class="sc-gKclnd kzXHfa sc-fIosxK iZuksp"><div data-test="breadcrumbs" class="sc-gKclnd bLEyhW sc-dUbtfd eFplJq"><ul data-test="breadcrumbs-links" class="sc-kLwhqv IkbpN"><li data-test="breadcrumbs-link-level-0"><a href="/blog/category/marketing/">Marketing /</a></li><li data-test="breadcrumbs-link-level-1"><a href="/blog/category/marketing/paid-advertising/">Paid Advertising</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-iFMAIt kcmnyq">The Ultimate Guide to Google Ads Bid Strategy (with Examples)</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-eXlEPa jQsfVt"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/sydney-go/">Sydney Go</a></p><span data-test="date">Mar 26, 2024</span><span data-test="time-to-read">21 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/206350529/">Chris Shirlow</a> and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/207807681/">Bartłomiej Barcik</a></span></div><div class="sc-gKclnd jomabB sc-gyElHZ kMVYZt"><img src="https://static.semrush.com/blog/uploads/media/13/53/135399f415c94061603653ce6dcd1043/3d2005a3d4f6b37c71d6821899f68ff6/google-ads-bid-strategy.svg" alt="Google Ads Bid Strategy" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-eldieg bMorKE"><div class="sc-kiIyQV gvatUw"><button class="sc-cLpAjG kFnqpz">Table of contents</button><button class="sc-cLpAjG kFnqpz"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-iIUQWv flhuZi" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div data-test="intersection-container" class="sc-gKclnd htfCox"><div class="sc-kTLmzF gsQNVL"><span data-test="top-left-share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="top-left-share-block" class="sc-gKclnd hcvUza"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22The+Ultimate+Guide+to+Google+Ads+Bid+Strategy+%28with+Examples%29%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=The Ultimate Guide to Google Ads Bid Strategy (with Examples)%0D%0Ahttps://www.semrush.com/blog/google-ads-bid-strategy/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iqVWFU bsrXeg"><p data-test="text-content" class="sc-kLwhqv deatxS sc-eWfVMQ hTSBMW">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><h2 id="what-is-a-google-ads-bid">What Is a Google Ads Bid?</h2><p>A Google Ads bid is the amount you’re willing to pay for a click on your ad.</p><p>This bid plays a crucial role in determining where your ad appears on the page (also known as its placement).</p><p>Better ad placement can significantly influence how your ad performs. This can mean more clicks, more visitors to your website, and more opportunities for your business to increase its ROI.</p><h2 id="how-google-ads-bidding-works">How Google Ads Bidding Works</h2><p>For every ad space Google has available—whether on a <a href="https://www.semrush.com/blog/serp/" style="text-decoration:none">search engine results page (SERP)</a> or within the <a href="https://www.semrush.com/blog/google-display-network/" style="text-decoration:none">Google Display Network (GDN)</a>—Google Ads runs an auction where marketers can bid on the ad space.</p><p>The higher your bid, the better your chances of winning and getting your ad placed in the available space. </p><p>But it's not just about the highest bidder.</p><p>Google Ads considers several factors when choosing who wins each auction, including:</p><ol> <li style="list-style-type:decimal"><strong>Max </strong><a href="https://www.semrush.com/blog/cost-per-click/" style="text-decoration:none"><strong>cost per click (CPC)</strong></a>: The maximum amount you’re willing to pay for a click on your ad</li> <li style="list-style-type:decimal"><a href="https://www.semrush.com/blog/quality-score/" style="text-decoration:none"><strong>Quality score</strong></a>: This metric evaluates the quality and relevance of your ad based on the expected <a href="https://www.semrush.com/blog/click-through-rate/" style="text-decoration:none">click-through rate (CTR)</a>, ad relevance, and landing page experience</li> <li style="list-style-type:decimal"><strong>Ad Rank thresholds</strong>: Google Ads sets minimum quality thresholds for ads to ensure users see high-quality advertisements. Your ad must meet these thresholds for it to appear.</li> <li style="list-style-type:decimal"><strong>Auction competitiveness</strong>: The closer the ad ranks of two competing ads, the more evenly they compete for the same spot. For example, a larger gap in Ad Rank increases the likelihood of the higher-ranked ad winning but at a potentially higher CPC due to the certainty of its placement.</li> <li style="list-style-type:decimal"><strong>Search context</strong>: Google Ads considers the searcher's context, including factors like their search terms, location, device type, and time of search, to deliver the most relevant ads</li> <li style="list-style-type:decimal"><a href="https://www.semrush.com/blog/google-ad-extensions/" style="text-decoration:none"><strong>Ad assets and formats impact</strong></a>: Adding ad assets like phone numbers or additional links can enhance your ad's effectiveness. Google Ads predicts how these assets and formats will influence your ad's performance, aiming to improve visibility and engagement.</li></ol><p>The above factors, including your industry’s competitiveness, determine your Ad Rank.</p><p>A higher Ad Rank can mean a more prominent placement on Google’s SERPs or GDN, even if your bid is lower than others.</p><p>That's why it's important to both design quality ads <strong>and</strong> develop a successful Google Ads bidding strategy. Winning high-quality ad placements can get your ads more clicks and conversions, increasing the ROI on your Google Ads spend.</p><p>Here’s a summary of how Google Ads bidding works:</p><ul> <li style="list-style-type:disc"><strong>Choose a Google Ads bid strategy</strong>: Decide how you want to bid. Google offers several strategies. For instance, you can bid to get more clicks to your website, more visibility for your brand, or more conversions, like sales or signups.</li> <li style="list-style-type:disc"><strong>Set your bid</strong>: Let’s say you choose to bid for clicks. You tell Google, “I’m willing to pay up to 50 cents for each person who clicks on my ad.” That’s your bid.</li> <li style="list-style-type:disc"><strong>Enter the auction</strong>: Every time someone searches on Google, the auction starts. Google checks if your ad matches what the person is searching for. If it does, you enter the auction with other advertisers bidding for the same keyword(s).</li> <li style="list-style-type:disc"><strong>Win the auction</strong>: Google looks at how much you bid and how relevant your ad is to the searcher. It’s like being in a farmers market where you're trying to sell the best apples. If your apples (ad) are exactly what a buyer (searcher) is looking for, and your price (bid) is right, you're more likely to make the sale. Just as the quality of your apples and how much you ask for them determines your success at the market, in Google Ads, the relevance of your ad and your bid amount determine your ad's visibility.</li> <li style="list-style-type:disc"><strong>Pay for the ad</strong>: You only pay what’s needed to outbid the next advertiser. If you bid 50 cents, but the next highest bid is 30 cents, you might only pay 31 cents for that click.</li></ul><figure class="easyimage easyimage-side"><picture><img alt="How Google Ads bidding works" data-original="https://static.semrush.com/blog/uploads/media/1f/db/1fdbbe89e46da9ce3e6f713eb38f0785/288b0ec0c10c941cbcebb14d68295f82/original.png" height="1394" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1f/db/1fdbbe89e46da9ce3e6f713eb38f0785/288b0ec0c10c941cbcebb14d68295f82/7_cA_kWnkb2gr_u_L0LJ97qbO8FN2gZolbbqjd6ZUhKl4FLqJxDmvLHTASDGy2aFjq7LDDGMAMNll1x3_75WtNFUkSn6CsNeVj9M6sNcJvDPcih6DxHPFuxJKhHazzpCRPYJ7MXvPZgXDdhIusegdNs.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>You can set a budget to control your daily spending. Once you reach your budget, your ads stop showing for that day.</em></p></div></aside><h2 id="types-of-google-ads-bid-strategies">Types of Google Ads Bid Strategies</h2><h3 id="manual-cost-per-click-(cpc)-bidding">Manual Cost-per-Click (CPC) Bidding</h3><p>Manual CPC bidding allows you to set and adjust your bids at the keyword or ad group level. Simply specify the highest amount you’re willing to pay for a click on your ad for each keyword.</p><p>This hands-on approach is ideal if you prefer direct control and have the time to manage your campaigns actively. However, it requires much attention and consistent oversight to maximize its effectiveness.</p><h3 id="automated-bidding">Automated Bidding</h3><p>Automated bidding strategies in Google Ads use algorithms to optimize bids for your ads. These algorithms focus on performance goals to maximize the likelihood of clicks or conversions. </p><p>This type of strategy is an excellent example of <a href="https://www.semrush.com/blog/ppc-automation/" style="text-decoration:none">PPC automation</a> that saves time while optimizing your ad campaigns for better ROI.</p><p>Automated bidding is ideal to reduce the time spent on bid management without harming ad performance.</p><h3 id="smart-bidding">Smart Bidding</h3><p>Smart bidding is a subset of automated bidding strategies for Google Ads, focusing on optimizing for conversions or conversion value in real time. </p><p>This type of bidding strategy uses Google’s AI at each auction—known as “auction-time bidding”—and considers several auction-time signals like device, location, and time of day to increase each bid’s precision.</p><p>Smart Bidding is ideal if you want to use AI for enhanced bidding efficiency, especially in cases where conversion optimization is your primary goal.</p><figure class="easyimage easyimage-side"><picture><img alt="Google Ads: manual vs automated bidding" data-original="https://static.semrush.com/blog/uploads/media/57/c2/57c20f8115cb1665ffb77f8effcba982/cd146fe3d0fe41a58653e18db2a5c39a/original.png" height="1031" loading="lazy" src="https://static.semrush.com/blog/uploads/media/57/c2/57c20f8115cb1665ffb77f8effcba982/cd146fe3d0fe41a58653e18db2a5c39a/KiQbtj6RgXiUAnCLIXd3XPXX7FD54Qs9oXHkiqEBktGKnJ6dRKrRxufWh7_MeUePhX0ijv5rL9nZ-0E1laY_w-5CwpgvOLaYb7qipz3OQPh4hWUarPCsVh4EmgXzF0o8FM-qFhqZ5oS05E-AccmSNps.png" width="1010"/></picture></figure><h2 id="how-to-choose-a-bidding-strategy-aligned-with-campaign-goals">How to Choose a Bidding Strategy Aligned with Campaign Goals</h2><p>Match your Google Ads bidding approach with your specific advertising objectives. Whether your focus is on clicks, impressions, views, or conversions, the right strategy can significantly impact your campaign’s success.</p><p>For example, a campaign aiming for immediate sales might benefit more from conversion-focused bidding. While one looking to build brand recognition may prioritize impression-based bidding.</p><p>Consider these five basic types of goals to choose the bidding strategy that fits best:</p><ul> <li style="list-style-type:disc"><strong>For direct actions and conversions</strong>: Smart Bidding can optimize bids for each auction based on the likelihood of conversion if you want to drive direct actions on your site, like purchases or signups</li> <li style="list-style-type:disc"><strong>Generating website traffic</strong>: CPC bidding allows you to pay only for the clicks your ads receive, making it a cost-effective approach if increasing site visits is your goal</li> <li style="list-style-type:disc"><strong>Boosting brand awareness</strong>: Cost-per-thousand-viewable-impressions (vCPM) bidding is beneficial when you want your message to reach a large target audience, paying for every thousand times your ad is displayed</li> <li style="list-style-type:disc"><strong>Increasing video ad views and interactions</strong>: Cost-per-view (CPV) or cost-per-thousand-impressions (CPM) bidding is suitable for video campaigns if you want to boost views or interactions with your ads</li> <li style="list-style-type:disc"><strong>Product or brand consideration through video ads</strong>: CPV is effective for campaigns to increase interest in your product or brand through video content</li></ul><h2 id="google-ads-bidding-strategies-explained">Google Ads Bidding Strategies Explained</h2><p>Understanding each bidding strategy is vital to achieving your <a href="https://www.semrush.com/blog/search-engine-marketing/" style="text-decoration:none">search engine marketing (SEM)</a> objectives, like generating leads and boosting sales. </p><p>Let’s explore each Google Ads bidding strategy in detail, with insights into when and why to use them and their advantages and limitations.</p><h3 id="manual-cost-per-click-(cpc)-bidding">Manual Cost-per-Click (CPC) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Manual Cost-per-Click (CPC) Bidding" data-original="https://static.semrush.com/blog/uploads/media/93/1d/931d021f49907b31d582b906efff4987/ca13ece1036bb59eef325c0a4d6acb1d/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/93/1d/931d021f49907b31d582b906efff4987/ca13ece1036bb59eef325c0a4d6acb1d/5NaR66W31V9foErnOB8Qwcv-MGsEwymxUdowvvIlFFWt7gYqbntRmfull17Bma-MJPNNZDfkKhpn6CrGuRNcAvPN1EkFAfXxUugC53dSZuHIbSDsNr_Fdl83L5AH56fUqVAxT0x7Fb0W0gIJ6QJCFrY.png" width="1010"/></picture></figure><p>This strategy is ideal for campaigns that generate website traffic because it allows for precise budget control. Its primary goal is to drive traffic while you maintain control over each cost per click. Choose it if you prefer a direct handle on your campaign costs.</p><h4 id="how-manual-cpc-bidding-works">How Manual CPC Bidding Works</h4><ul> <li style="list-style-type:disc">Decide the maximum amount you're willing to pay for a click on your ad</li> <li style="list-style-type:disc">Manually adjust bids to manage spending and meet your advertising budget</li> <li style="list-style-type:disc">Frequently monitor and change bids to optimize ad performance</li></ul><p>For example, a business selling high-value items like electronics might use Manual CPC to control costs while targeting high-intent buyers.</p><p>Another example is a local service provider, such as a plumber, who could set bids for specific services to maximize ROI.</p><p>Manual CPC bidding is available for both the Search and Display Networks.</p><h4 id="advantages-of-manual-cpc-bidding">Advantages of Manual CPC Bidding</h4><ul> <li style="list-style-type:disc">Respond quickly to market changes or campaign data</li> <li style="list-style-type:disc">Allows for detailed management of bids at the keyword or ad group level</li> <li style="list-style-type:disc">Adjust bids for high-performing keywords or placements to allocate budget effectively</li></ul><h4 id="limitations-of-manual-cpc-bidding">Limitations of Manual CPC Bidding</h4><ul> <li style="list-style-type:disc">Consumes a lot of time</li> <li style="list-style-type:disc">Demands constant oversight and regular adjustments</li> <li style="list-style-type:disc">Potential risk of over or underbidding due to manual handling</li></ul><h3 id="enhanced-cpc-(ecpc)-bidding">Enhanced CPC (ECPC) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Enhanced CPC (ECPC) Bidding" data-original="https://static.semrush.com/blog/uploads/media/84/83/8483dfec5e59dcb520a66250bf866d49/8395905eee302e367ae2708fa1a712f1/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/84/83/8483dfec5e59dcb520a66250bf866d49/8395905eee302e367ae2708fa1a712f1/AGIMURhw_Y2s75CLfWwlCagBfqgIXyFpE_c4ObBrkNob_t_L9c8AlXxpT28ap27sxxwIAC8j1y034JEf7wMAL76fNitOytPFs40Y-8AT59368OqNt8zOyIW8OU6M471wxKsqhwjx3TrkqO47WWWtFrc.png" width="1010"/></picture></figure><p>Enhanced CPC (ECPC) bidding is a semi-automated strategy that modifies your manual bids to increase the chances of conversions. It’s ideal if you want to balance manual control and automation efficiency.</p><h4 id="how-enhanced-cpc-bidding-works">How Enhanced CPC Bidding Works</h4><ul> <li style="list-style-type:disc">Adjust your manual bids for each auction based on the likelihood of a click leading to a conversion</li> <li style="list-style-type:disc">Use auction-time signals like browser, location, and time of day for bid optimization</li></ul><p>While ECPC aims to keep the average CPC under your maximum set bid, it can exceed this max CPC temporarily for high-potential opportunities that can lead to conversions.</p><p>For example, if you’re selling cakes and set your max CPC to $1, ECPC might increase your bid to $1.70 for an auction likely to lead to a store visit. But reduce it to $0.30 for one more likely to lead to a website visit without a conversion.</p><p>ECPC is available on the Search Network and Display Network (except for app install campaigns).</p><h4 id="advantages-of-enhanced-cpc-bidding">Advantages of Enhanced CPC Bidding</h4><ul> <li style="list-style-type:disc">Balances between manual control and automated efficiency</li> <li style="list-style-type:disc">Can adapt bids for higher value conversions, prioritizing more profitable clicks</li> <li style="list-style-type:disc">Offers more manual control compared to fully automated Smart Bidding strategies like target cost per action (tCPA) and target return on ad spend (tROAS)</li> <li style="list-style-type:disc">Works alongside your campaign settings, adjusting bids within the confines of your max CPC</li> <li style="list-style-type:disc">Does not require setting explicit targets for CPA or ROAS</li></ul><h4 id="limitations-of-enhanced-cpc-bidding">Limitations of Enhanced CPC Bidding</h4><ul> <li style="list-style-type:disc">Optimal performance with ECPC depends on implementing conversion tracking to guide bid adjustments</li> <li style="list-style-type:disc">ECPC can temporarily increase your average CPC to exceed the maximum CPC bid for opportunities deemed likely to result in conversions</li></ul><h3 id="cost-per-thousand-impressions-(cpm)-bidding">Cost-per-Thousand Impressions (CPM) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Cost-per-Thousand Impressions (CPM) Bidding" data-original="https://static.semrush.com/blog/uploads/media/36/b5/36b5e80817bc421c73dc61d8b8cdb54e/79e7fc1684401dab3ac3d5ccff412206/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/36/b5/36b5e80817bc421c73dc61d8b8cdb54e/79e7fc1684401dab3ac3d5ccff412206/kOnv5ffqvQB4gdpoT2wFqucfISVI_7eL65OurO-8MNtkYzReJ0SxrtEvp0Ss6TZrXFkoA5W0Oe6iSmAEwu7OV9dFEONLFuda0WF1ayZZFfYQ8Nq6_cpM8A_nTSekfCTRhER3Tlokcoa-NS_oPuAcVAw.png" width="1010"/></picture></figure><p>CPM bidding prioritizes visibility and brand awareness over direct clicks or conversions. This strategy allows you to bid and pay for every thousand impressions your ad receives, making it ideal for campaigns where exposure is the main objective.</p><h4 id="how-cpm-bidding-works">How CPM Bidding Works</h4><p>You implement it based on these use cases:</p><ul> <li style="list-style-type:disc"><strong>Brand awareness campaigns</strong>: For increasing brand visibility and recall</li> <li style="list-style-type:disc"><strong>Video ad campaigns</strong>: For campaigns aiming to boost views or interactions with video content</li> <li style="list-style-type:disc"><strong>Google Display Network</strong>: For display ads where the focus is on how many times the ad appears</li></ul><p>For example, let’s say a company is launching a new product line. </p><p>They can use CPM bidding to increase the likelihood that their promotional ads reach a vast audience across the GDN to promote product visibility and brand recognition.</p><p>Another variation of CPM is viewable CPM (vCPM), which enables you only to pay when users can see your ads.</p><h4 id="advantages-of-cpm-bidding">Advantages of CPM Bidding</h4><ul> <li style="list-style-type:disc">Broadens your ad's reach for increased brand exposure</li> <li style="list-style-type:disc">Provides control over impression costs, effective for managing budgets in awareness campaigns</li></ul><h4 id="limitations-of-cpm-bidding">Limitations of CPM Bidding</h4><ul> <li style="list-style-type:disc">Prioritizes ad exposure over engagement, potentially leading to spending on ads that don’t result in clicks or conversions</li></ul><h3 id="target-cost-per-action-(cpa)-bidding">Target Cost-per-Action (CPA) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Target Cost-per-Action (CPA) Bidding" data-original="https://static.semrush.com/blog/uploads/media/18/e6/18e68919cbfd745df9ede8f061323b4f/bf9e51f84de043e79e84a5d7c8049e31/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/18/e6/18e68919cbfd745df9ede8f061323b4f/bf9e51f84de043e79e84a5d7c8049e31/jvb-kS1eF-fowQ3dyieP_H64EDjSEzIa2jsLhHy_9cRq77cqvWiIIveWMp2ocZ9WTwXskkmkCZnz4nBktHxjwZEd4h6q5JMmyU4osNSdiLGpTIFks6WLRBEvvcqGL3GVRkkx37vUukU-QmheMc6gru4.png" width="1010"/></picture></figure><p>Target CPA bidding helps you optimize for conversions while sticking to an average cost per action. This automated bid strategy is ideal when you have a clear ROI target and want each conversion to bring similar value to your business.</p><h4 id="how-target-cpa-bidding-works">How Target CPA Bidding Works</h4><ul> <li style="list-style-type:disc">Google Ads sets bids to achieve as many conversions as possible at your targeted CPA</li> <li style="list-style-type:disc">Google Ads uses your campaign’s historical information and real-time contextual signals at auction time</li> <li style="list-style-type:disc">While some conversions may cost more than your target, others may cost less. Google aims to balance these to align with your set target CPA.</li></ul><p>Let’s say you set a target CPA of $5. Google Ads will then aim to secure as many conversions as possible at this average rate, employing auction-time adjustments based on various signals to enhance the bid’s effectiveness.</p><p>Some conversions may be above $5, but some may be below $5. However, the average will equal approximately $5.</p><h4 id="advantages-of-target-cpa-bidding">Advantages of Target CPA Bidding</h4><ul> <li style="list-style-type:disc">Adjusts bids using real-time signals such as device, location, and time of day</li> <li style="list-style-type:disc">Helps in achieving a specific return on investment by maintaining a consistent cost per action</li></ul><h4 id="limitations-of-target-cpa-bidding">Limitations of Target CPA Bidding</h4><ul> <li style="list-style-type:disc">Despite targeting a consistent CPA, actual CPA may fluctuate due to external influences such as changes to the website or shifts in market competition</li> <li style="list-style-type:disc">Target CPA bidding requires historical conversion data which may be unavailable for new campaigns or those with low conversion volumes</li> <li style="list-style-type:disc">To maintain CPA targets, Google Ads might limit ad exposure in more competitive or expensive auctions, potentially reducing overall visibility</li></ul><h3 id="target-return-on-ad-spend-(troas)-bidding">Target Return on Ad Spend (tROAS) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Target Return on Ad Spend (tROAS) Bidding" data-original="https://static.semrush.com/blog/uploads/media/f8/e3/f8e3c7eba57a4567fc70b9412122e8eb/924aab954a84345977feb9d78e8f1ac4/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f8/e3/f8e3c7eba57a4567fc70b9412122e8eb/924aab954a84345977feb9d78e8f1ac4/uQJ7CIQKpaKZeaCh-L1pHoPPzEamkwmk6Ff85-r2bk6aDhEeu-5RnG9zhuDJR_uDyEspq1u6ThS-bidw-Hoiq22nENPexGVy36r-3PMZ_jM3NXd-UxvwdWG24w6Xol8LUtOuprNOmt2BBMsF-tNQaPI.png" width="1010"/></picture></figure><p>Target ROAS bidding is a Smart Bidding strategy that allows you to optimize your campaigns for conversion value relative to your ad spend. This strategy is ideal when you have specific ROI targets and different conversions have varying values.</p><h4 id="how-target-roas-bidding-works">How Target ROAS Bidding Works</h4><ul> <li style="list-style-type:disc">Uses Google’s AI to predict the value of a potential conversion at the time of a user’s search</li> <li style="list-style-type:disc">Adjusts bids in real time to maximize conversion value while aiming to achieve your specified ROAS</li></ul><p>For instance, let’s say you run an online mug store. </p><p>You aim to make $13 in sales for every $10 spent on advertising, setting your target ROAS at 130%. Google Ads will adjust your bids to increase the value of conversions while trying to maintain your ROAS at 130%.</p><p>Assigning accurate values to the conversions you’re tracking will help you better understand your campaign’s ROAS and optimize your marketing efforts for maximum effectiveness.</p><h4 id="advantages-of-target-roas-bidding">Advantages of Target ROAS Bidding</h4><ul> <li style="list-style-type:disc">It’s available for use in both standard and portfolio strategies (strategies that use Google AI to set bids to help you reach your performance goals) across multiple campaigns, including Search and <a href="https://www.semrush.com/blog/google-shopping-ads/" style="text-decoration:none">Shopping ads</a></li> <li style="list-style-type:disc">It factors in real-time signals like device and location for bid adjustments</li></ul><h4 id="limitations-of-target-roas-bidding">Limitations of Target ROAS Bidding</h4><ul> <li style="list-style-type:disc">Most campaign types need at least 15 conversions in the last 30 days to use this strategy effectively. This data provides a reliable foundation for the algorithm to predict future performance.</li> <li style="list-style-type:disc">Google AI needs a substantial history of conversions to make more accurate predictions and adjustments, ensuring that your target ROAS is based on solid, real-world data</li></ul><h3 id="maximize-conversions-bidding">Maximize Conversions Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Maximize Conversions Bidding" data-original="https://static.semrush.com/blog/uploads/media/78/b2/78b2ae7933be65643d8016cf42715843/e627ab03f680d9037fc4ec87fe7141ec/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/78/b2/78b2ae7933be65643d8016cf42715843/e627ab03f680d9037fc4ec87fe7141ec/u-gkKXAw7fOZKHDYQmkmdrLMb6pUAldKSB7Tdb-8T_LtEAL5hasXcUhI257Cf9LwCSQSmklxz62AV752SmQiJfDTLQ3pYd9e9CM67l-XbHOurNiAV_aLG9iaLmH8fKWZ5vdXOmrqaDSRDrrbBxhZT_8.png" width="1010"/></picture></figure><p>Maximize conversions bidding uses your entire budget to secure the most conversions. This Google ads bid strategy is ideal if your primary goal is to use up the budget without targeting a specific ROI or CPA.</p><h4 id="how-maximize-conversions-bidding-works">How Maximize Conversions Bidding Works</h4><ul> <li style="list-style-type:disc">Analyzes your campaign’s past performance and considers real-time contextual signals during each auction</li> <li style="list-style-type:disc">Adjusts bids dynamically to secure the most cost-effective conversions within your budget</li> <li style="list-style-type:disc">Tailors bids for each auction to increase the chances of winning valuable ad placements</li></ul><p>For example, a retailer looking to clear seasonal inventory could use a maximize conversions bid strategy to ensure Google Ads uses their entire advertising budget. This approach maximizes exposure and potential sales without targeting a specific cost per sale.</p><h4 id="advantages-of-maximize-conversions-bidding">Advantages of Maximize Conversions Bidding</h4><ul> <li style="list-style-type:disc">Aims to fully use your daily budget to get as many conversions as possible</li> <li style="list-style-type:disc">Adjust bids for each auction in real time to maximize conversions within your budget</li> <li style="list-style-type:disc">Quickly adapts to search behavior and competition changes for more competitive bids</li></ul><h4 id="limitations-of-maximize-conversions-bidding">Limitations of Maximize Conversions Bidding</h4><ul> <li style="list-style-type:disc">It aims to spend your entire budget, which might lead to increased spending if your current expenditure is below your set budget</li> <li style="list-style-type:disc">It’s not ideal for campaigns with specific ROI goals like target CPA or ROAS</li> <li style="list-style-type:disc">It requires monitoring after implementation to ensure it aligns with your campaign goals and doesn’t overshoot your budget</li></ul><h3 id="maximize-conversion-value-bidding">Maximize Conversion Value Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Maximize Conversion Value Bidding" data-original="https://static.semrush.com/blog/uploads/media/32/11/32112335303134a6a09522c23bcf1eb7/b6b6dd177118d633fe0ca0dca9736fda/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/32/11/32112335303134a6a09522c23bcf1eb7/b6b6dd177118d633fe0ca0dca9736fda/0Jv1cB5Pfu9L23V8ZtuuIYaW9ggnXjDG5hPejMAvgpz8DJk7czMoQFNR81pxB1KxaS2CmlyiOwyGuE9t5Zm8Ta0BUv8t82Jd7ddbpTgzBwLA1GNtGG2L-INJpKRY066koaM66JKcT0Nv0xofVTZ7ToA.png" width="1010"/></picture></figure><p>Maximize conversion value bidding is designed for campaigns that aim to optimize for the highest possible conversion value within a given budget. This strategy is ideal when conversions hold varying degrees of value for your business and you’re not targeting a specific ROAS.</p><h4 id="how-maximize-conversions-value-bidding-works">How Maximize Conversions Value Bidding Works</h4><ul> <li style="list-style-type:disc">Utilizes AI to set bids at auction time and aims to maximize the total value of conversions, like sales revenue or profit margins</li> <li style="list-style-type:disc">Tends to use your specified budget to optimize for the highest conversion value</li> <li style="list-style-type:disc">Considers real-time signals and historical data to determine optimal bids for each auction</li></ul><p>Use maximize conversion value bidding if specific conversions (like selling a high-end product) are more valuable than others. Or, for campaigns with varied conversion goals. Such as different product categories or services with varying profit margins.</p><h4 id="advantages-of-maximize-conversions-value-bidding">Advantages of Maximize Conversions Value Bidding</h4><ul> <li style="list-style-type:disc">Focuses on maximizing the total conversion value within your budget, which is ideal for ROI-driven campaigns</li> <li style="list-style-type:disc">Adapts to real-time market changes and search behavior, potentially increasing conversion value under varying conditions</li></ul><h4 id="limitations-of-maximize-conversions-value-bidding">Limitations of Maximize Conversions Value Bidding</h4><ul> <li style="list-style-type:disc">Performance is heavily influenced by the set advertising budget, which can limit its effectiveness if the budget is too low</li> <li style="list-style-type:disc">Depends on accurate conversion tracking and value assignment to gauge performance effectively</li> <li style="list-style-type:disc">Offers less control over targeting specific types of conversions, focusing instead on overall value</li> <li style="list-style-type:disc">While aiming to maximize value, it may also lead to higher costs per conversion in competitive markets.</li></ul><h3 id="target-impression-share-bidding">Target Impression Share Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Target Impression Share Bidding" data-original="https://static.semrush.com/blog/uploads/media/e4/02/e40269d54efcfd18425745e4f4de5f91/156f987ec735d0325e6190215c60284c/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e4/02/e40269d54efcfd18425745e4f4de5f91/156f987ec735d0325e6190215c60284c/bs6-wTpLmzLqlHN_cUR0dSSzpSMxzQM-VSJitDBTGNjovJOdd6VCEdMBUDarrGDWoFU1BLibxzdv2tzVIvEAtUZ50KrGplUrsWFqK6VN1IdI77znsrouqEtWMlss2ypdqMlN9l1P5cGUw7ORS2myx-E.png" width="1010"/></picture></figure><p>Target impression share bidding helps you to maximize your ad’s visibility in Google’s SERPs. This strategy focuses on placing your ad at the top of the page—either at the very top, among the top positions, or anywhere else on the search results page, depending on your settings.</p><h4 id="how-target-impression-share-bidding-works">How Target Impression Share Bidding Works</h4><ul> <li style="list-style-type:disc">You set the desired percentage of ad impressions your campaign receives. It’s effective for campaigns prioritizing brand visibility, especially when targeting specific brand terms.</li></ul><p>For example, let’s say you run a local grocery store competing with bigger stores. </p><p>A target impression share strategy can help ensure your brand remains visible in crucial searches. If you want your ad to appear 100% of the time for searches related to your brand, setting the target impression share to 100% aims to achieve this visibility.</p><h4 id="advantages-of-target-impression-share-bidding">Advantages of Target Impression Share Bidding</h4><ul> <li style="list-style-type:disc">It aims to increase the likelihood of your ad appearing in the desired position, thereby boosting brand presence</li> <li style="list-style-type:disc">It allows you to implement precise targeting based on where you want your ads to show up in the search results</li></ul><h4 id="limitations-of-target-impression-share-bidding">Limitations of Target Impression Share Bidding</h4><ul> <li style="list-style-type:disc">This strategy may not align with every campaign’s goals, especially those not focused on brand visibility</li> <li style="list-style-type:disc">May lead to higher costs in competitive markets to maintain desired impression share, impacting budget efficiency</li></ul><h3 id="maximize-clicks-bidding">Maximize Clicks Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Maximize Clicks Bidding" data-original="https://static.semrush.com/blog/uploads/media/38/da/38dad3785f794381e6daa631020350ca/5693b44c5ae696e94293843acb97b29e/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/38/da/38dad3785f794381e6daa631020350ca/5693b44c5ae696e94293843acb97b29e/y34dgKY7app9y5EwmkgoCzmvfq_eBvDlH5qFylxsgEm2joMkf6JJDe0BSgjqvLyG9VUZbgvzfG-iueTLotrAxILZDnVapmXnBYKOGDiaHZWgG5hSq3LzhRpM_7ScmxsZkOQURa40Q12ziJUib2yzRZQ.png" width="1010"/></picture></figure><p>Maximize clicks is an automated Google Ads bid strategy that tries to get as many clicks as possible within a specified budget. This strategy is ideal if your primary goal is driving traffic to a website.</p><h4 id="how-maximize-clicks-bidding-works">How Maximize Clicks Bidding Works</h4><p>When you select maximize click bidding, Google Ads automatically sets your bids to attract the highest possible clicks within your average daily budget.</p><p>For example, if you have a seasonal promotion, using maximize clicks can help drive substantial traffic to your offer page without exceeding your budget.</p><h4 id="advantages-of-maximize-clicks-bidding">Advantages of Maximize Clicks Bidding</h4><ul> <li style="list-style-type:disc">Efficiently uses your budget to increase the total number of visits to your website</li> <li style="list-style-type:disc">Offers the option to set a maximum CPC bid limit to prevent overspending on a per-click basis</li> <li style="list-style-type:disc">Ideal for campaigns with the primary goal of driving traffic, requiring less hands-on adjustment and oversight</li></ul><h4 id="limitations-of-maximize-clicks-bidding">Limitations of Maximize Clicks Bidding</h4><ul> <li style="list-style-type:disc">Prioritizes increasing click volume potentially at the expense of click quality, which may not align with specific conversion value or goals</li> <li style="list-style-type:disc">May attract clicks from less relevant audiences, leading to lower conversion rates</li> <li style="list-style-type:disc">Without setting a maximum CPC bid limit, you might pay more per click than intended, affecting cost efficiency</li></ul><h3 id="cost-per-view-(cpv)-bidding">Cost-per-View (CPV) Bidding</h3><figure class="easyimage easyimage-side"><picture><img alt="Cost-per-View (CPV) Bidding" data-original="https://static.semrush.com/blog/uploads/media/1b/69/1b6911f6dfa196944be36bc008a7b014/9e813d82e697a35d9dc38c356023d4c6/original.png" height="936" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1b/69/1b6911f6dfa196944be36bc008a7b014/9e813d82e697a35d9dc38c356023d4c6/OZR724pzFWzoLOb5KotecD1YXErxyFajh9B8zsDh9A_MgX7yqiervSBE_W9csyihkFK8kbnR8ezcO5DJfEE0mLok-GgYBCZoY6O7qetkvJevOhqQKkjC8jN_brTUphSXY4xX0MoFGT3aNVMmm9a6mLs.png" width="1010"/></picture></figure><p>CPV bidding is ideal for video ad campaigns where engagement, such as views or interactions, is the primary goal. It’s especially effective for campaigns that increase product or brand consideration through video content.</p><p>In CPV bidding, you pay for video views and interactions, like clicks on <a href="https://www.semrush.com/blog/what-is-a-call-to-action/" style="text-decoration:none">call-to-action (CTA)</a> overlays, cards, and companion banners.</p><p>For this bid strategy, Google Ads counts a view when someone watches 30 seconds of your video ad (or its entire duration if it’s shorter than 30 seconds) or interacts with the ad. This method allows you to set the maximum price you’re willing to pay for a view when setting up your video campaign.</p><h4 id="how-cpv-bidding-works">How CPV Bidding Works</h4><ul> <li style="list-style-type:disc">You decide to advertise on a platform like YouTube, where CPV bidding is commonly used</li> <li style="list-style-type:disc">You target your ad to local viewers who have shown interest in your product or service. Let’s say it’s baking, cooking shows, or cake decoration.</li> <li style="list-style-type:disc">You set a CPV bid, which means you’ll pay each time someone watches a significant portion of your video</li> <li style="list-style-type:disc">Since your video is engaging and showcases the quality and artistry of your cakes, viewers who watch it are more likely to be interested in visiting your bakery</li> <li style="list-style-type:disc">You only pay when someone watches your video for 30 seconds or interacts with the video, making it a cost-effective way to ensure potential customers see your ad</li></ul><h4 id="advantages-of-cpv-bidding">Advantages of CPV Bidding</h4><ul> <li style="list-style-type:disc">Ideal for campaigns where video interaction is more valuable than clicks to a website</li> <li style="list-style-type:disc">Helps you manage your budget effectively as you set the maximum amount you’re willing to pay per view or interaction</li> <li style="list-style-type:disc">Provides video ad reporting with data on how viewers engage with your content</li></ul><h4 id="limitations-of-cpv-bidding">Limitations of CPV Bidding</h4><ul> <li style="list-style-type:disc">Less suited for campaigns where the main objective is to drive traffic to a website rather than engage with video content</li></ul><h2 id="tips-for-google-ads-bidding">Tips for Google Ads Bidding</h2><p>Adjust your bids and test automated strategies to improve your Google Ads. Here are some practical methods and tools for better campaign targeting and efficiency.</p><h3 id="use-bid-adjustments">Use Bid Adjustments</h3><p>A bid adjustment is a percentage change applied to your bids, giving you the flexibility to bid more or less in certain situations. </p><p>Bid adjustments enable you to modify your bidding strategy based on specific factors like device type, location, and time of day. This customization enables you to allocate your budget more effectively by increasing bids in scenarios where your ads perform best.</p><p>For example, let’s say you’re running a campaign for a coffee shop. </p><p>You notice that your ads get more clicks during early morning hours. You could set a bid adjustment to increase your bids by 30% from 6-10 a.m., enhancing your ad’s chances of appearing during this prime time.</p><p>The types of bid adjustments include:</p><ul> <li style="list-style-type:disc"><strong>Device</strong>: Adjust bids for different devices like computers, tablets, or mobile devices</li> <li style="list-style-type:disc"><strong>Location</strong>: Modify bids for ads served in specific geographic areas</li> <li style="list-style-type:disc"><strong>Ad scheduling</strong>: Change bids for campaigns during certain days or hours</li> <li style="list-style-type:disc"><strong>Targeting methods</strong>: Apply adjustments for topics, placements, and other targeting methods on the Display and Search Networks</li> <li style="list-style-type:disc"><strong>Remarketing lists for Search Ads</strong>: Adjust bids for users on specific lists to <a href="https://www.semrush.com/blog/how-to-optimize-a-remarketing-campaign-that-delivers/" style="text-decoration:none">optimize remarketing campaigns</a></li> <li style="list-style-type:disc"><strong>Interactions (call adjustments)</strong>: Increase bids for mobile devices to enhance the frequency of call interaction ads</li> <li style="list-style-type:disc"><strong>Demographics</strong>: Modify bids based on gender, age, and household income demographics</li></ul><p>To add a bid adjustment, click “<strong>Campaigns</strong>” > “<strong>Audiences, keywords and content</strong>” in your Google Ads account.</p><figure class="easyimage easyimage-side"><picture><img alt="Navigating to “Campaigns” > “Audiences, keywords and content” in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/02/b3/02b3d7e8a7564ebd52c183036be2c929/2d29ee2a3ca6371809962ef7a9d9d85a/original.png" height="1429" loading="lazy" src="https://static.semrush.com/blog/uploads/media/02/b3/02b3d7e8a7564ebd52c183036be2c929/2d29ee2a3ca6371809962ef7a9d9d85a/cbK28RBQryUP_XZw9jomN4qXpbjjwjw4c8Jkvlapqus7voJOO88dV7qs4fKh-JleS2SW8ROpIzt1o6O-Lca_GmqYD4SpXvrCjDn7v18fFWaT93wg4rVjSYjcpU8ULTu7887vfJdcrA_9areBDy88Ezg.png" width="1010"/></picture></figure><p>Select the element you want to modify from the drop-down menu. Here, we chose “<strong>Locations</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt=""Locations" selected from the Google Ads menu" data-original="https://static.semrush.com/blog/uploads/media/90/9b/909beb707988c72d2fad335dd6b59bc1/ac32011d0b5dc8eabe975bce99425cd4/original.png" height="1451" loading="lazy" src="https://static.semrush.com/blog/uploads/media/90/9b/909beb707988c72d2fad335dd6b59bc1/ac32011d0b5dc8eabe975bce99425cd4/uZRMIjW_HCPUt0lwCEwM_A6ddv25Y6XONNplHXXRnRGxL4UvDYO5Bg6o4JnED1UQFxvS0JnjjnH_gFrEEIRWOQ2CjbudJRAIxmP_UdfAzyfV2shST9iFjXDeozoFTrXhiEjKiPNTFvyXIn8ozPIDSl4.png" width="1010"/></picture></figure><p>Click the pencil icon under the “Bid adj.” column to edit the bid adjustment.</p><figure class="easyimage easyimage-side"><picture><img alt="Pencil icon under the "Bid adj." column highlighted" data-original="https://static.semrush.com/blog/uploads/media/85/fa/85fa7c5ef9808add9e4d08481666b845/9bdf9b2686d0e239c1e4662c7592faae/original.png" height="1064" loading="lazy" src="https://static.semrush.com/blog/uploads/media/85/fa/85fa7c5ef9808add9e4d08481666b845/9bdf9b2686d0e239c1e4662c7592faae/hBGWJ_H_pt5gzKdiQwzZ-rcr1TqmuDh0ejTZQ5AZxnayzCFXtcBvNuVN8kOXj6_65D1TjRrjUglAKRGNmxAuAxkSOhEU_-BifE5ADy9IVFu4hNuZfNOBa3DDEV4hWJSJ_VatizCCjGSt48K30upkmDw.png" width="1010"/></picture></figure><p>Set a percentage increase or decrease and click “<strong>Save</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="Bid adjustment set to "Increase 50%"" data-original="https://static.semrush.com/blog/uploads/media/e8/9e/e89e1b11be22a73aefafda408a8eead5/b77b9552451a63e5df7d097b5bb5d82f/original.png" height="1219" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e8/9e/e89e1b11be22a73aefafda408a8eead5/b77b9552451a63e5df7d097b5bb5d82f/irP97Gtccm4X6tt8-z-8avFWkRO66aF4uMctDGtG5Tsdfjsl1mJCznG46pvnDr1zbVL3XOckwE6spaxNi5QDs14e3Mslg2VtjyW8MTieFDEz1o0AqIAsXEqQyPwyugFQZ7SYR4fraBdP_XEgvymDkco.png" width="1010"/></picture></figure><h3 id="experiment-with-automated-bidding">Experiment with Automated Bidding</h3><p>Testing automated bidding helps you focus on maximizing conversions or conversion value. This method saves you time and spots opportunities (like optimal bid amounts and valuable audience segments) that you might overlook with manual bidding.</p><p>Here are some Semrush <a href="https://www.semrush.com/blog/ppc-tools/" style="text-decoration:none">PPC tools</a> and tips to improve your automated bidding in Google Ads:</p><ul> <li style="list-style-type:disc">Use <a href="https://www.semrush.com/analytics/adwords/positions/" style="text-decoration:none">Advertising Research</a> reports to identify keywords where competitors are changing positions and analyze their ad copies for insights into their strategies</li> <li style="list-style-type:disc">Use the <a href="https://www.semrush.com/analytics/phrase/?db=uk&q=" style="text-decoration:none">Ads History</a> tool to examine the performance history of specific keywords in paid campaigns. This tool provides valuable data on how competitors adapt their keywords to seasonal trends, offering guidance for your bidding strategies.</li> <li style="list-style-type:disc">Use the <a href="https://www.semrush.com/analytics/pla/positions/" style="text-decoration:none">PLA (Product Listing Ads) Research</a> tool to get insights into display campaign performance, helping to inform your bidding choices in similar contexts</li> <li style="list-style-type:disc">Identify and include keywords with lower competition in your campaigns. These keywords can offer a more cost-effective way to reach your audience, enhancing the efficiency of your automated bidding.</li> <li style="list-style-type:disc">Bid on branded keywords (keywords that include your brand name) to control your brand narrative in search results. This helps with visibility for searches directly related to your business, which can improve click-through rates and conversions.</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/app/ai-narratives-for-google-ads/" style="text-decoration:none">Use AI Narratives for Google Ads</a> to generate easy-to-understand reports from your Google Ads campaigns. This tool makes campaign management easier with detailed insights into ad performance and alerts on any abnormalities in your campaign metrics.</li></ul><h3 id="set-up-negative-keywords">Set Up Negative Keywords</h3><p><a href="https://www.semrush.com/blog/negative-keywords/" style="text-decoration:none">Negative keywords</a> are words or phrases you exclude so your ads don’t appear for those search queries. </p><p>They help prevent your ads from appearing for non-relevant search queries. Which can improve the efficiency of your ad spend.</p><p>Manage your negative keywords with the <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>.</p><p>Simply enter your keyword in the search bar. And press “Search.” <span style="text-decoration:none"><figure class="easyimage easyimage-side"><picture><img src="https://static.semrush.com/blog/uploads/media/26/64/266430536131ad2f35c2d5e7fd14500e/16e388530bd033011020de51d93f104c/AD_4nXc5pONvTdhRTuqiB45f-XfuvK6-f63mP_9xdFUXJ4wuLEIZyP44M4u8zBz03HE2fJ3jrvXzlvapwrWAdVMvUspfQejUXezZ-QkNiZCXY8UF8Ll-uuYYr2YCGlbKuMhWr6uRrS6jU1EuyZatA-Wtf2NAngAv.png" data-original="https://static.semrush.com/blog/uploads/media/26/64/266430536131ad2f35c2d5e7fd14500e/16e388530bd033011020de51d93f104c/original.png" alt="AD_4nXc5pONvTdhRTuqiB45f-XfuvK6-f63mP_9xdFUXJ4wuLEIZyP44M4u8zBz03HE2fJ3jrvXzlvapwrWAdVMvUspfQejUXezZ-QkNiZCXY8UF8Ll-uuYYr2YCGlbKuMhWr6uRrS6jU1EuyZatA-Wtf2NAngAv?key=cLPRBPl1eG6kDqwFia0mNg" loading="lazy"/></picture></figure></span></p><p>The tool will display a list of related keywords, including important data like <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">search intent</a>, search volume and CPC.</p><p><span style="text-decoration:none"><figure class="easyimage easyimage-side"><picture><img src="https://static.semrush.com/blog/uploads/media/4e/96/4e96660470c1ee4025036bb94942ad01/4aa58e4acee11251a3ff9551a21a81b1/AD_4nXe8U0tp9pU_63ql7wAh38Jtsl8SKtXzHdEBLSDxKchLtpSChdLulVtqmaOOXrin3uU10V22FHhLqMIGsoWb4mVxpPDj1CYvqTmmTqE6QqDb6EnFbtZoaYDzKoCt_fQtWQcDEK2T05PYM3fv306XNsdQ6inx.png" data-original="https://static.semrush.com/blog/uploads/media/4e/96/4e96660470c1ee4025036bb94942ad01/4aa58e4acee11251a3ff9551a21a81b1/original.png" alt="AD_4nXe8U0tp9pU_63ql7wAh38Jtsl8SKtXzHdEBLSDxKchLtpSChdLulVtqmaOOXrin3uU10V22FHhLqMIGsoWb4mVxpPDj1CYvqTmmTqE6QqDb6EnFbtZoaYDzKoCt_fQtWQcDEK2T05PYM3fv306XNsdQ6inx?key=cLPRBPl1eG6kDqwFia0mNg" loading="lazy" width="1010" height="972"/></picture></figure></span></p><p>Using specific negative keywords narrows your ad’s reach, aligning it with targeted searches. Broad negative keywords expand the filter, preventing your ads from appearing in a larger array of searches.</p><p>For example, suppose you’re advertising for an Italian restaurant. </p><p>You might use “fast food” as a broad negative keyword to avoid irrelevant searches. A specific negative keyword could be “pizza delivery” if your restaurant doesn’t offer this service.</p><p>Use campaign-level negative keywords for broad exclusions across your entire campaign. For more precise control within certain ad groups, apply group-level negatives. </p><p>This approach is particularly effective when different ad groups cater to varied aspects of your offerings and need distinct keyword strategies.</p><p>After organizing your keywords, upload the negative keyword list to your Google Ads to implement them in your campaign.</p><h3 id="use-google-ads-scripts">Use Google Ads Scripts</h3><p>Google Ads scripts are an advanced yet highly effective tool for automating and optimizing your bidding strategy. </p><p>These scripts are snippets of JavaScript that you can set up within Google Ads to automate various aspects of your campaigns based on specific criteria. Such as time intervals or performance metrics.</p><p>Google Ads scripts enable you to:</p><ul> <li style="list-style-type:disc">Handle repetitive tasks, like bid adjustments, freeing up your time for more strategic activities</li> <li style="list-style-type:disc">Deploy sophisticated bidding strategies that would be too complex or time-consuming to manage manually</li> <li style="list-style-type:disc">Adjust bids in response to real-time market conditions, ensuring your campaigns remain competitive and efficient</li></ul><p>Scripts require some technical expertise in JavaScript, so you might need a developer to assist you. Implementing Google Ads scripts involves:</p><ul> <li style="list-style-type:disc">Determining what aspects of your campaigns you want to automate or optimize using scripts</li> <li style="list-style-type:disc">Developing a custom script or finding pre-written scripts that suit your needs</li> <li style="list-style-type:disc">Testing the script in a controlled environment to ensure it works as expected, then implementing it in your live campaigns</li></ul><p>Check Google’s developers page to <a href="https://developers.google.com/google-ads/scripts/docs/getting-started" style="text-decoration:none">get started</a> with your first Google Ads script.</p><h2 id="mastering-google-ads-bidding-for-success">Mastering Google Ads Bidding for Success</h2><p>Understanding and applying bid strategies can help you align your campaigns with your specific goals, manage budgets more efficiently, and significantly boost your ad performance.</p><p>As you implement a Google Ads bid strategy, monitor results continuously to learn from feedback about how it impacts your campaign goals and adapt accordingly. This approach enables you to improve campaign performance and ROI.</p><p>Semrush offers PPC tools like <a href="https://www.semrush.com/analytics/phrase/?db=uk&q=" style="text-decoration:none">Ads History</a> and <a href="https://www.semrush.com/analytics/adwords/positions/" style="text-decoration:none">Advertising Research</a> that can bolster your bidding strategy to streamline your campaign management and optimization. </p><p>These tools provide insights into competitive strategies, keyword analysis, and performance tracking, making it easier to refine your Google Ads campaigns for optimal results.</p><p><a href="https://www.semrush.com/signup/get-free-trial/" style="text-decoration:none">Sign up for a free Semrush trial</a> to explore resources and tools tailored to enhance your PPC campaigns. So you’re not just running ads but creating success stories with every click.</p><div></div><h2 id="faqs">FAQs</h2><h3 id="what-is-bid-strategy-in-google-ads">What Is Bid Strategy in Google Ads?</h3><p>A bid strategy in Google Ads refers to the method you use to determine how much you’re willing to pay for each click on your ads. It’s a crucial aspect of your ad campaign as it influences your ad’s visibility and the likelihood of achieving your advertising goals. </p><h3 id="how-are-bid-strategies-used-in-google-ads">How Are Bid Strategies Used in Google Ads?</h3><p>Bid strategies can be classified into manual and automated types.</p><p>Manual bidding gives you control over bid amounts for different ad groups or keywords. Automated strategies use Google’s algorithms to optimize bids in real time for the best results.</p><p>For example, maximizing clicks aims to get the most clicks within your budget. In contrast, targeting CPA focuses on getting as many conversions as possible at or below your target CPA.</p><h3 id="how-do-i-change-bidding-strategy-in-google-ads">How Do I Change Bidding Strategy in Google Ads?</h3><p>Here’s how to change bidding strategy in Google Ads:</p><p>Navigate to “<strong>Campaigns</strong>” in your Google Ads account.</p><figure class="easyimage easyimage-side"><picture><img alt="“Campaigns” in Google Ads account" data-original="https://static.semrush.com/blog/uploads/media/fb/4f/fb4fdd1c4423445a5ac1986b460b9d1c/0fc189197b8b90e01a9a99999c46ea8c/original.png" height="1490" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fb/4f/fb4fdd1c4423445a5ac1986b460b9d1c/0fc189197b8b90e01a9a99999c46ea8c/a7hQUzgSIUT84vtO_P4o0CFtZoXiC-fbl25TXF1kR5DfrERdgXSPPBM9p8qp9hfghamij6VU6Lucc7uwvm9O4pRT7EX327PvnpSGzvbA9SbVtoTCtPerXdd3z4qxDWWx7cKqZI6f-J80cgqmo9uSs34.png" width="1010"/></picture></figure><p>Click the “<strong>Settings</strong>” icon next to the campaign you’d like to change.</p><figure class="easyimage easyimage-side"><picture><img alt="Settings icon next to a campaign in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/c2/83/c2839f0a07176ec5075d48c151ccb3e6/4c80ab0b138243c6492f9277d899922f/original.png" height="988" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c2/83/c2839f0a07176ec5075d48c151ccb3e6/4c80ab0b138243c6492f9277d899922f/86whzQJVZrZJJfMB_3YIQYe5yrqfI68Umd1Pi7q475x2VY2SOUVFmdLjX2bd9H1nqWHVUwkTM5V155Ux_XYuUJTK7soSEWIpwxt5mQhUgwidGqw1TWV8ZLAm7sTab168gwYUM8Wf7TkbcwhtPA36W1A.png" width="1010"/></picture></figure><p>Click “<strong>Bidding</strong>” from the settings menu.</p><figure class="easyimage easyimage-side"><picture><img alt=""Bidding" highlighted under Google Ads "Settings" menu" data-original="https://static.semrush.com/blog/uploads/media/47/d1/47d108a41d78cc9d22a60d848b215afe/31b6dbc801826e3b4cd6fa75000cee2a/original.png" height="1425" loading="lazy" src="https://static.semrush.com/blog/uploads/media/47/d1/47d108a41d78cc9d22a60d848b215afe/31b6dbc801826e3b4cd6fa75000cee2a/bY99h3QbYDyzaB_2gIFJh1e337V9eqpdfVY0oIXcrcpqbPRB3Y49_i0mZvV8AL0Q5xDf22hUo6R48myZI4uRK3ToBklW5fbSThZA29LX7nqN9vi8kuArm_2T8PvbgKSRvcpz4kdJ3GnFTZvpB887Yrk.png" width="1010"/></picture></figure><p>Click “<strong>Change bid strategy</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="“Change bid strategy" link" data-original="https://static.semrush.com/blog/uploads/media/23/07/230726d4a56dc3a50e63451779184929/df4fef37336cc11ff81aeed32e7d8379/original.png" height="532" loading="lazy" src="https://static.semrush.com/blog/uploads/media/23/07/230726d4a56dc3a50e63451779184929/df4fef37336cc11ff81aeed32e7d8379/M6TsMZ5I0iy8zmmYfMaehfvjYHiA8mrvhg0PCH83PJtnQsU-3SlrZ2o8HPoiWP2X79gcWoNO-aH1y0cbyyCuwB_n3J-CnoE5KFuZ2Ty21TpK29mXhaXZI28HVeGiG4mFzbYbvJi6BSDrAv25dn41tsI.png" width="1010"/></picture></figure><p>Select your desired strategy.</p><figure class="easyimage easyimage-side"><picture><img alt=""Conversion value" selected under desired strategy drop-down" data-original="https://static.semrush.com/blog/uploads/media/04/4e/044eb2b83e64fa0b28b14d18c56b900f/b0dce98a1d26745bc7f8f462c94043e8/original.png" height="979" loading="lazy" src="https://static.semrush.com/blog/uploads/media/04/4e/044eb2b83e64fa0b28b14d18c56b900f/b0dce98a1d26745bc7f8f462c94043e8/OCv30WWVc34IVJu5YdjV58jEkoTmvBotBe6d49gpYk0RxrAiEN483cuCVF19621rU16hgvWtPT7Hq_RMD_EwVsF8oDfdzR-1FWHKFDiV2WyImKWnGfAkAgtmLHAFQqnUuAt6Lz411hrlN691QEZPxFg.png" width="1010"/></picture></figure><p>Click “<strong>Save</strong>” to apply your changes.</p><figure class="easyimage easyimage-side"><picture><img alt="Save your changes in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/36/d3/36d3ec43432bf451a9f1e04b893a70b1/ae776b20a6e8c02f941ce86ff132e002/original.png" height="776" loading="lazy" src="https://static.semrush.com/blog/uploads/media/36/d3/36d3ec43432bf451a9f1e04b893a70b1/ae776b20a6e8c02f941ce86ff132e002/LFbwpK8E0LA7nAKKHxj-v7J0pQ44YgT0NrlqtrxMRtl9Cj_AA_xKRSW6DqxnsN2n26IPj42PJc2Ck7nGNaoedoOTalCZ-r05PkOo7eOX961iYSF1I3i2qykgCE-W4sK1u5hYJFQWFGRAvBge6Q_46Co.png" width="1010"/></picture></figure></article><div class="sc-gKclnd gIVKXH sc-jlsrNB fGSkWh"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22The+Ultimate+Guide+to+Google+Ads+Bid+Strategy+%28with+Examples%29%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-ads-bid-strategy%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=The Ultimate Guide to Google Ads Bid Strategy (with Examples)%0D%0Ahttps://www.semrush.com/blog/google-ads-bid-strategy/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-bSqaIl eNgeub"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":9400,"status":"published","url":"google-ads-bid-strategy","template":"article-base","title":"The Ultimate Guide to Google Ads Bid Strategy (with Examples)","preview":"Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns.","previewImage":"https://static.semrush.com/blog/uploads/media/13/53/135399f415c94061603653ce6dcd1043/3d2005a3d4f6b37c71d6821899f68ff6/google-ads-bid-strategy.svg","socialImage":"https://static.semrush.com/blog/uploads/media/14/7f/147f27b82557b05ff5663ebd9408818c/1d20df367e08074ab4aa44f82b1ae867/google-ads-bid-strategy-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/13/53/135399f415c94061603653ce6dcd1043/3d2005a3d4f6b37c71d6821899f68ff6/extra.png","altPreviewImage":"Google Ads Bid Strategy","altSocialImage":"Google Ads Bid Strategy","hidePreviewImage":0,"publishedAt":1711451940000,"editedAt":null,"metaTitle":"The Ultimate Guide to Google Ads Bid Strategy (with Examples)","metaDescription":"Discover the best Google Ads bid strategies. Learn from practical examples to optimize your campaigns.","schemaOrg":"{}","author":{"id":202082801,"alias":"sydney-go","name":"Sydney Go","photo":"https://static.semrush.com/blog/uploads/user/ac/38/ac38d9c738edb4026c1e70117883bded/img_1301.jpg","photoMask":"radiation","company":"Semrush","position":"Blog Editor","bio":"Sydney has been creating content for over 10 years. She has been a writer, content manager and coordinator, editor, and strategist. At Semrush, she’s a blog editor who makes sure each article is as accurate, optimized, and helpful as possible.","socials":{"webSite":"https://www.semrush.com/","twitter":"https://twitter.com/dontstopsydney","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/sydneyaringo"},"isPublic":true,"expertise":["content writing","content editing","seo"],"education":[]},"blocks":{"articleContent":{"code":"article-content","itemId":34240,"enabled":false,"value":[]}},"critical":{"article-content":{"id":34240,"content":"\u003ch2\u003eWhat Is a Google Ads Bid?\u003c/h2\u003e\u003cp\u003eA Google Ads bid is the amount you’re willing to pay for a click on your ad.\u003c/p\u003e\u003cp\u003eThis bid plays a crucial role in determining where your ad appears on the page (also known as its placement).\u003c/p\u003e\u003cp\u003eBetter ad placement can significantly influence how your ad performs. This can mean more clicks, more visitors to your website, and more opportunities for your business to increase its ROI.\u003c/p\u003e\u003ch2\u003eHow Google Ads Bidding Works\u003c/h2\u003e\u003cp\u003eFor every ad space Google has available—whether on a \u003ca href=\"https://www.semrush.com/blog/serp/\" style=\"text-decoration:none\"\u003esearch engine results page (SERP)\u003c/a\u003e or within the \u003ca href=\"https://www.semrush.com/blog/google-display-network/\" style=\"text-decoration:none\"\u003eGoogle Display Network (GDN)\u003c/a\u003e—Google Ads runs an auction where marketers can bid on the ad space.\u003c/p\u003e\u003cp\u003eThe higher your bid, the better your chances of winning and getting your ad placed in the available space. \u003c/p\u003e\u003cp\u003eBut it's not just about the highest bidder.\u003c/p\u003e\u003cp\u003eGoogle Ads considers several factors when choosing who wins each auction, including:\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eMax \u003c/strong\u003e\u003ca href=\"https://www.semrush.com/blog/cost-per-click/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003ecost per click (CPC)\u003c/strong\u003e\u003c/a\u003e: The maximum amount you’re willing to pay for a click on your ad\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003ca href=\"https://www.semrush.com/blog/quality-score/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eQuality score\u003c/strong\u003e\u003c/a\u003e: This metric evaluates the quality and relevance of your ad based on the expected \u003ca href=\"https://www.semrush.com/blog/click-through-rate/\" style=\"text-decoration:none\"\u003eclick-through rate (CTR)\u003c/a\u003e, ad relevance, and landing page experience\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eAd Rank thresholds\u003c/strong\u003e: Google Ads sets minimum quality thresholds for ads to ensure users see high-quality advertisements. Your ad must meet these thresholds for it to appear.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eAuction competitiveness\u003c/strong\u003e: The closer the ad ranks of two competing ads, the more evenly they compete for the same spot. For example, a larger gap in Ad Rank increases the likelihood of the higher-ranked ad winning but at a potentially higher CPC due to the certainty of its placement.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eSearch context\u003c/strong\u003e: Google Ads considers the searcher's context, including factors like their search terms, location, device type, and time of search, to deliver the most relevant ads\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003ca href=\"https://www.semrush.com/blog/google-ad-extensions/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eAd assets and formats impact\u003c/strong\u003e\u003c/a\u003e: Adding ad assets like phone numbers or additional links can enhance your ad's effectiveness. Google Ads predicts how these assets and formats will influence your ad's performance, aiming to improve visibility and engagement.\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eThe above factors, including your industry’s competitiveness, determine your Ad Rank.\u003c/p\u003e\u003cp\u003eA higher Ad Rank can mean a more prominent placement on Google’s SERPs or GDN, even if your bid is lower than others.\u003c/p\u003e\u003cp\u003eThat's why it's important to both design quality ads \u003cstrong\u003eand\u003c/strong\u003e develop a successful Google Ads bidding strategy. Winning high-quality ad placements can get your ads more clicks and conversions, increasing the ROI on your Google Ads spend.\u003c/p\u003e\u003cp\u003eHere’s a summary of how Google Ads bidding works:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eChoose a Google Ads bid strategy\u003c/strong\u003e: Decide how you want to bid. Google offers several strategies. For instance, you can bid to get more clicks to your website, more visibility for your brand, or more conversions, like sales or signups.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSet your bid\u003c/strong\u003e: Let’s say you choose to bid for clicks. You tell Google, “I’m willing to pay up to 50 cents for each person who clicks on my ad.” That’s your bid.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEnter the auction\u003c/strong\u003e: Every time someone searches on Google, the auction starts. Google checks if your ad matches what the person is searching for. If it does, you enter the auction with other advertisers bidding for the same keyword(s).\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eWin the auction\u003c/strong\u003e: Google looks at how much you bid and how relevant your ad is to the searcher. It’s like being in a farmers market where you're trying to sell the best apples. If your apples (ad) are exactly what a buyer (searcher) is looking for, and your price (bid) is right, you're more likely to make the sale. Just as the quality of your apples and how much you ask for them determines your success at the market, in Google Ads, the relevance of your ad and your bid amount determine your ad's visibility.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePay for the ad\u003c/strong\u003e: You only pay what’s needed to outbid the next advertiser. If you bid 50 cents, but the next highest bid is 30 cents, you might only pay 31 cents for that click.\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"How Google Ads bidding works\" data-original=\"https://static.semrush.com/blog/uploads/media/1f/db/1fdbbe89e46da9ce3e6f713eb38f0785/288b0ec0c10c941cbcebb14d68295f82/original.png\" height=\"1394\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1f/db/1fdbbe89e46da9ce3e6f713eb38f0785/288b0ec0c10c941cbcebb14d68295f82/7_cA_kWnkb2gr_u_L0LJ97qbO8FN2gZolbbqjd6ZUhKl4FLqJxDmvLHTASDGy2aFjq7LDDGMAMNll1x3_75WtNFUkSn6CsNeVj9M6sNcJvDPcih6DxHPFuxJKhHazzpCRPYJ7MXvPZgXDdhIusegdNs.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYou can set a budget to control your daily spending. Once you reach your budget, your ads stop showing for that day.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eTypes of Google Ads Bid Strategies\u003c/h2\u003e\u003ch3\u003eManual Cost-per-Click (CPC) Bidding\u003c/h3\u003e\u003cp\u003eManual CPC bidding allows you to set and adjust your bids at the keyword or ad group level. Simply specify the highest amount you’re willing to pay for a click on your ad for each keyword.\u003c/p\u003e\u003cp\u003eThis hands-on approach is ideal if you prefer direct control and have the time to manage your campaigns actively. However, it requires much attention and consistent oversight to maximize its effectiveness.\u003c/p\u003e\u003ch3\u003eAutomated Bidding\u003c/h3\u003e\u003cp\u003eAutomated bidding strategies in Google Ads use algorithms to optimize bids for your ads. These algorithms focus on performance goals to maximize the likelihood of clicks or conversions. \u003c/p\u003e\u003cp\u003eThis type of strategy is an excellent example of \u003ca href=\"https://www.semrush.com/blog/ppc-automation/\" style=\"text-decoration:none\"\u003ePPC automation\u003c/a\u003e that saves time while optimizing your ad campaigns for better ROI.\u003c/p\u003e\u003cp\u003eAutomated bidding is ideal to reduce the time spent on bid management without harming ad performance.\u003c/p\u003e\u003ch3\u003eSmart Bidding\u003c/h3\u003e\u003cp\u003eSmart bidding is a subset of automated bidding strategies for Google Ads, focusing on optimizing for conversions or conversion value in real time. \u003c/p\u003e\u003cp\u003eThis type of bidding strategy uses Google’s AI at each auction—known as “auction-time bidding”—and considers several auction-time signals like device, location, and time of day to increase each bid’s precision.\u003c/p\u003e\u003cp\u003eSmart Bidding is ideal if you want to use AI for enhanced bidding efficiency, especially in cases where conversion optimization is your primary goal.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google Ads: manual vs automated bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/57/c2/57c20f8115cb1665ffb77f8effcba982/cd146fe3d0fe41a58653e18db2a5c39a/original.png\" height=\"1031\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/57/c2/57c20f8115cb1665ffb77f8effcba982/cd146fe3d0fe41a58653e18db2a5c39a/KiQbtj6RgXiUAnCLIXd3XPXX7FD54Qs9oXHkiqEBktGKnJ6dRKrRxufWh7_MeUePhX0ijv5rL9nZ-0E1laY_w-5CwpgvOLaYb7qipz3OQPh4hWUarPCsVh4EmgXzF0o8FM-qFhqZ5oS05E-AccmSNps.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eHow to Choose a Bidding Strategy Aligned with Campaign Goals\u003c/h2\u003e\u003cp\u003eMatch your Google Ads bidding approach with your specific advertising objectives. Whether your focus is on clicks, impressions, views, or conversions, the right strategy can significantly impact your campaign’s success.\u003c/p\u003e\u003cp\u003eFor example, a campaign aiming for immediate sales might benefit more from conversion-focused bidding. While one looking to build brand recognition may prioritize impression-based bidding.\u003c/p\u003e\u003cp\u003eConsider these five basic types of goals to choose the bidding strategy that fits best:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eFor direct actions and conversions\u003c/strong\u003e: Smart Bidding can optimize bids for each auction based on the likelihood of conversion if you want to drive direct actions on your site, like purchases or signups\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGenerating website traffic\u003c/strong\u003e: CPC bidding allows you to pay only for the clicks your ads receive, making it a cost-effective approach if increasing site visits is your goal\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBoosting brand awareness\u003c/strong\u003e: Cost-per-thousand-viewable-impressions (vCPM) bidding is beneficial when you want your message to reach a large target audience, paying for every thousand times your ad is displayed\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIncreasing video ad views and interactions\u003c/strong\u003e: Cost-per-view (CPV) or cost-per-thousand-impressions (CPM) bidding is suitable for video campaigns if you want to boost views or interactions with your ads\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eProduct or brand consideration through video ads\u003c/strong\u003e: CPV is effective for campaigns to increase interest in your product or brand through video content\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eGoogle Ads Bidding Strategies Explained\u003c/h2\u003e\u003cp\u003eUnderstanding each bidding strategy is vital to achieving your \u003ca href=\"https://www.semrush.com/blog/search-engine-marketing/\" style=\"text-decoration:none\"\u003esearch engine marketing (SEM)\u003c/a\u003e objectives, like generating leads and boosting sales. \u003c/p\u003e\u003cp\u003eLet’s explore each Google Ads bidding strategy in detail, with insights into when and why to use them and their advantages and limitations.\u003c/p\u003e\u003ch3\u003eManual Cost-per-Click (CPC) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Manual Cost-per-Click (CPC) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/93/1d/931d021f49907b31d582b906efff4987/ca13ece1036bb59eef325c0a4d6acb1d/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/93/1d/931d021f49907b31d582b906efff4987/ca13ece1036bb59eef325c0a4d6acb1d/5NaR66W31V9foErnOB8Qwcv-MGsEwymxUdowvvIlFFWt7gYqbntRmfull17Bma-MJPNNZDfkKhpn6CrGuRNcAvPN1EkFAfXxUugC53dSZuHIbSDsNr_Fdl83L5AH56fUqVAxT0x7Fb0W0gIJ6QJCFrY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis strategy is ideal for campaigns that generate website traffic because it allows for precise budget control. Its primary goal is to drive traffic while you maintain control over each cost per click. Choose it if you prefer a direct handle on your campaign costs.\u003c/p\u003e\u003ch4\u003eHow Manual CPC Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eDecide the maximum amount you're willing to pay for a click on your ad\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eManually adjust bids to manage spending and meet your advertising budget\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eFrequently monitor and change bids to optimize ad performance\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, a business selling high-value items like electronics might use Manual CPC to control costs while targeting high-intent buyers.\u003c/p\u003e\u003cp\u003eAnother example is a local service provider, such as a plumber, who could set bids for specific services to maximize ROI.\u003c/p\u003e\u003cp\u003eManual CPC bidding is available for both the Search and Display Networks.\u003c/p\u003e\u003ch4\u003eAdvantages of Manual CPC Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eRespond quickly to market changes or campaign data\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAllows for detailed management of bids at the keyword or ad group level\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjust bids for high-performing keywords or placements to allocate budget effectively\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Manual CPC Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eConsumes a lot of time\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDemands constant oversight and regular adjustments\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003ePotential risk of over or underbidding due to manual handling\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eEnhanced CPC (ECPC) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Enhanced CPC (ECPC) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/84/83/8483dfec5e59dcb520a66250bf866d49/8395905eee302e367ae2708fa1a712f1/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/84/83/8483dfec5e59dcb520a66250bf866d49/8395905eee302e367ae2708fa1a712f1/AGIMURhw_Y2s75CLfWwlCagBfqgIXyFpE_c4ObBrkNob_t_L9c8AlXxpT28ap27sxxwIAC8j1y034JEf7wMAL76fNitOytPFs40Y-8AT59368OqNt8zOyIW8OU6M471wxKsqhwjx3TrkqO47WWWtFrc.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eEnhanced CPC (ECPC) bidding is a semi-automated strategy that modifies your manual bids to increase the chances of conversions. It’s ideal if you want to balance manual control and automation efficiency.\u003c/p\u003e\u003ch4\u003eHow Enhanced CPC Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjust your manual bids for each auction based on the likelihood of a click leading to a conversion\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse auction-time signals like browser, location, and time of day for bid optimization\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eWhile ECPC aims to keep the average CPC under your maximum set bid, it can exceed this max CPC temporarily for high-potential opportunities that can lead to conversions.\u003c/p\u003e\u003cp\u003eFor example, if you’re selling cakes and set your max CPC to $1, ECPC might increase your bid to $1.70 for an auction likely to lead to a store visit. But reduce it to $0.30 for one more likely to lead to a website visit without a conversion.\u003c/p\u003e\u003cp\u003eECPC is available on the Search Network and Display Network (except for app install campaigns).\u003c/p\u003e\u003ch4\u003eAdvantages of Enhanced CPC Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eBalances between manual control and automated efficiency\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eCan adapt bids for higher value conversions, prioritizing more profitable clicks\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eOffers more manual control compared to fully automated Smart Bidding strategies like target cost per action (tCPA) and target return on ad spend (tROAS)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWorks alongside your campaign settings, adjusting bids within the confines of your max CPC\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDoes not require setting explicit targets for CPA or ROAS\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Enhanced CPC Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eOptimal performance with ECPC depends on implementing conversion tracking to guide bid adjustments\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eECPC can temporarily increase your average CPC to exceed the maximum CPC bid for opportunities deemed likely to result in conversions\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eCost-per-Thousand Impressions (CPM) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Cost-per-Thousand Impressions (CPM) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/36/b5/36b5e80817bc421c73dc61d8b8cdb54e/79e7fc1684401dab3ac3d5ccff412206/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/36/b5/36b5e80817bc421c73dc61d8b8cdb54e/79e7fc1684401dab3ac3d5ccff412206/kOnv5ffqvQB4gdpoT2wFqucfISVI_7eL65OurO-8MNtkYzReJ0SxrtEvp0Ss6TZrXFkoA5W0Oe6iSmAEwu7OV9dFEONLFuda0WF1ayZZFfYQ8Nq6_cpM8A_nTSekfCTRhER3Tlokcoa-NS_oPuAcVAw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eCPM bidding prioritizes visibility and brand awareness over direct clicks or conversions. This strategy allows you to bid and pay for every thousand impressions your ad receives, making it ideal for campaigns where exposure is the main objective.\u003c/p\u003e\u003ch4\u003eHow CPM Bidding Works\u003c/h4\u003e\u003cp\u003eYou implement it based on these use cases:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBrand awareness campaigns\u003c/strong\u003e: For increasing brand visibility and recall\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVideo ad campaigns\u003c/strong\u003e: For campaigns aiming to boost views or interactions with video content\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGoogle Display Network\u003c/strong\u003e: For display ads where the focus is on how many times the ad appears\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, let’s say a company is launching a new product line. \u003c/p\u003e\u003cp\u003eThey can use CPM bidding to increase the likelihood that their promotional ads reach a vast audience across the GDN to promote product visibility and brand recognition.\u003c/p\u003e\u003cp\u003eAnother variation of CPM is viewable CPM (vCPM), which enables you only to pay when users can see your ads.\u003c/p\u003e\u003ch4\u003eAdvantages of CPM Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eBroadens your ad's reach for increased brand exposure\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProvides control over impression costs, effective for managing budgets in awareness campaigns\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of CPM Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003ePrioritizes ad exposure over engagement, potentially leading to spending on ads that don’t result in clicks or conversions\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eTarget Cost-per-Action (CPA) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Target Cost-per-Action (CPA) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/18/e6/18e68919cbfd745df9ede8f061323b4f/bf9e51f84de043e79e84a5d7c8049e31/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/18/e6/18e68919cbfd745df9ede8f061323b4f/bf9e51f84de043e79e84a5d7c8049e31/jvb-kS1eF-fowQ3dyieP_H64EDjSEzIa2jsLhHy_9cRq77cqvWiIIveWMp2ocZ9WTwXskkmkCZnz4nBktHxjwZEd4h6q5JMmyU4osNSdiLGpTIFks6WLRBEvvcqGL3GVRkkx37vUukU-QmheMc6gru4.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTarget CPA bidding helps you optimize for conversions while sticking to an average cost per action. This automated bid strategy is ideal when you have a clear ROI target and want each conversion to bring similar value to your business.\u003c/p\u003e\u003ch4\u003eHow Target CPA Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eGoogle Ads sets bids to achieve as many conversions as possible at your targeted CPA\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eGoogle Ads uses your campaign’s historical information and real-time contextual signals at auction time\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWhile some conversions may cost more than your target, others may cost less. Google aims to balance these to align with your set target CPA.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eLet’s say you set a target CPA of $5. Google Ads will then aim to secure as many conversions as possible at this average rate, employing auction-time adjustments based on various signals to enhance the bid’s effectiveness.\u003c/p\u003e\u003cp\u003eSome conversions may be above $5, but some may be below $5. However, the average will equal approximately $5.\u003c/p\u003e\u003ch4\u003eAdvantages of Target CPA Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjusts bids using real-time signals such as device, location, and time of day\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHelps in achieving a specific return on investment by maintaining a consistent cost per action\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Target CPA Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eDespite targeting a consistent CPA, actual CPA may fluctuate due to external influences such as changes to the website or shifts in market competition\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTarget CPA bidding requires historical conversion data which may be unavailable for new campaigns or those with low conversion volumes\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTo maintain CPA targets, Google Ads might limit ad exposure in more competitive or expensive auctions, potentially reducing overall visibility\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eTarget Return on Ad Spend (tROAS) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Target Return on Ad Spend (tROAS) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/f8/e3/f8e3c7eba57a4567fc70b9412122e8eb/924aab954a84345977feb9d78e8f1ac4/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f8/e3/f8e3c7eba57a4567fc70b9412122e8eb/924aab954a84345977feb9d78e8f1ac4/uQJ7CIQKpaKZeaCh-L1pHoPPzEamkwmk6Ff85-r2bk6aDhEeu-5RnG9zhuDJR_uDyEspq1u6ThS-bidw-Hoiq22nENPexGVy36r-3PMZ_jM3NXd-UxvwdWG24w6Xol8LUtOuprNOmt2BBMsF-tNQaPI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTarget ROAS bidding is a Smart Bidding strategy that allows you to optimize your campaigns for conversion value relative to your ad spend. This strategy is ideal when you have specific ROI targets and different conversions have varying values.\u003c/p\u003e\u003ch4\u003eHow Target ROAS Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUses Google’s AI to predict the value of a potential conversion at the time of a user’s search\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjusts bids in real time to maximize conversion value while aiming to achieve your specified ROAS\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor instance, let’s say you run an online mug store. \u003c/p\u003e\u003cp\u003eYou aim to make $13 in sales for every $10 spent on advertising, setting your target ROAS at 130%. Google Ads will adjust your bids to increase the value of conversions while trying to maintain your ROAS at 130%.\u003c/p\u003e\u003cp\u003eAssigning accurate values to the conversions you’re tracking will help you better understand your campaign’s ROAS and optimize your marketing efforts for maximum effectiveness.\u003c/p\u003e\u003ch4\u003eAdvantages of Target ROAS Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIt’s available for use in both standard and portfolio strategies (strategies that use Google AI to set bids to help you reach your performance goals) across multiple campaigns, including Search and \u003ca href=\"https://www.semrush.com/blog/google-shopping-ads/\" style=\"text-decoration:none\"\u003eShopping ads\u003c/a\u003e\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIt factors in real-time signals like device and location for bid adjustments\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Target ROAS Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eMost campaign types need at least 15 conversions in the last 30 days to use this strategy effectively. This data provides a reliable foundation for the algorithm to predict future performance.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eGoogle AI needs a substantial history of conversions to make more accurate predictions and adjustments, ensuring that your target ROAS is based on solid, real-world data\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eMaximize Conversions Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Maximize Conversions Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/78/b2/78b2ae7933be65643d8016cf42715843/e627ab03f680d9037fc4ec87fe7141ec/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/78/b2/78b2ae7933be65643d8016cf42715843/e627ab03f680d9037fc4ec87fe7141ec/u-gkKXAw7fOZKHDYQmkmdrLMb6pUAldKSB7Tdb-8T_LtEAL5hasXcUhI257Cf9LwCSQSmklxz62AV752SmQiJfDTLQ3pYd9e9CM67l-XbHOurNiAV_aLG9iaLmH8fKWZ5vdXOmrqaDSRDrrbBxhZT_8.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMaximize conversions bidding uses your entire budget to secure the most conversions. This Google ads bid strategy is ideal if your primary goal is to use up the budget without targeting a specific ROI or CPA.\u003c/p\u003e\u003ch4\u003eHow Maximize Conversions Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAnalyzes your campaign’s past performance and considers real-time contextual signals during each auction\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjusts bids dynamically to secure the most cost-effective conversions within your budget\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTailors bids for each auction to increase the chances of winning valuable ad placements\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, a retailer looking to clear seasonal inventory could use a maximize conversions bid strategy to ensure Google Ads uses their entire advertising budget. This approach maximizes exposure and potential sales without targeting a specific cost per sale.\u003c/p\u003e\u003ch4\u003eAdvantages of Maximize Conversions Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAims to fully use your daily budget to get as many conversions as possible\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjust bids for each auction in real time to maximize conversions within your budget\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eQuickly adapts to search behavior and competition changes for more competitive bids\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Maximize Conversions Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIt aims to spend your entire budget, which might lead to increased spending if your current expenditure is below your set budget\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIt’s not ideal for campaigns with specific ROI goals like target CPA or ROAS\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIt requires monitoring after implementation to ensure it aligns with your campaign goals and doesn’t overshoot your budget\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eMaximize Conversion Value Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Maximize Conversion Value Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/32/11/32112335303134a6a09522c23bcf1eb7/b6b6dd177118d633fe0ca0dca9736fda/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/32/11/32112335303134a6a09522c23bcf1eb7/b6b6dd177118d633fe0ca0dca9736fda/0Jv1cB5Pfu9L23V8ZtuuIYaW9ggnXjDG5hPejMAvgpz8DJk7czMoQFNR81pxB1KxaS2CmlyiOwyGuE9t5Zm8Ta0BUv8t82Jd7ddbpTgzBwLA1GNtGG2L-INJpKRY066koaM66JKcT0Nv0xofVTZ7ToA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMaximize conversion value bidding is designed for campaigns that aim to optimize for the highest possible conversion value within a given budget. This strategy is ideal when conversions hold varying degrees of value for your business and you’re not targeting a specific ROAS.\u003c/p\u003e\u003ch4\u003eHow Maximize Conversions Value Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUtilizes AI to set bids at auction time and aims to maximize the total value of conversions, like sales revenue or profit margins\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTends to use your specified budget to optimize for the highest conversion value\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eConsiders real-time signals and historical data to determine optimal bids for each auction\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse maximize conversion value bidding if specific conversions (like selling a high-end product) are more valuable than others. Or, for campaigns with varied conversion goals. Such as different product categories or services with varying profit margins.\u003c/p\u003e\u003ch4\u003eAdvantages of Maximize Conversions Value Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eFocuses on maximizing the total conversion value within your budget, which is ideal for ROI-driven campaigns\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdapts to real-time market changes and search behavior, potentially increasing conversion value under varying conditions\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Maximize Conversions Value Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003ePerformance is heavily influenced by the set advertising budget, which can limit its effectiveness if the budget is too low\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDepends on accurate conversion tracking and value assignment to gauge performance effectively\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eOffers less control over targeting specific types of conversions, focusing instead on overall value\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWhile aiming to maximize value, it may also lead to higher costs per conversion in competitive markets.\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eTarget Impression Share Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Target Impression Share Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/e4/02/e40269d54efcfd18425745e4f4de5f91/156f987ec735d0325e6190215c60284c/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e4/02/e40269d54efcfd18425745e4f4de5f91/156f987ec735d0325e6190215c60284c/bs6-wTpLmzLqlHN_cUR0dSSzpSMxzQM-VSJitDBTGNjovJOdd6VCEdMBUDarrGDWoFU1BLibxzdv2tzVIvEAtUZ50KrGplUrsWFqK6VN1IdI77znsrouqEtWMlss2ypdqMlN9l1P5cGUw7ORS2myx-E.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTarget impression share bidding helps you to maximize your ad’s visibility in Google’s SERPs. This strategy focuses on placing your ad at the top of the page—either at the very top, among the top positions, or anywhere else on the search results page, depending on your settings.\u003c/p\u003e\u003ch4\u003eHow Target Impression Share Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eYou set the desired percentage of ad impressions your campaign receives. It’s effective for campaigns prioritizing brand visibility, especially when targeting specific brand terms.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eFor example, let’s say you run a local grocery store competing with bigger stores. \u003c/p\u003e\u003cp\u003eA target impression share strategy can help ensure your brand remains visible in crucial searches. If you want your ad to appear 100% of the time for searches related to your brand, setting the target impression share to 100% aims to achieve this visibility.\u003c/p\u003e\u003ch4\u003eAdvantages of Target Impression Share Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIt aims to increase the likelihood of your ad appearing in the desired position, thereby boosting brand presence\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIt allows you to implement precise targeting based on where you want your ads to show up in the search results\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Target Impression Share Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eThis strategy may not align with every campaign’s goals, especially those not focused on brand visibility\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMay lead to higher costs in competitive markets to maintain desired impression share, impacting budget efficiency\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eMaximize Clicks Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Maximize Clicks Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/38/da/38dad3785f794381e6daa631020350ca/5693b44c5ae696e94293843acb97b29e/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/38/da/38dad3785f794381e6daa631020350ca/5693b44c5ae696e94293843acb97b29e/y34dgKY7app9y5EwmkgoCzmvfq_eBvDlH5qFylxsgEm2joMkf6JJDe0BSgjqvLyG9VUZbgvzfG-iueTLotrAxILZDnVapmXnBYKOGDiaHZWgG5hSq3LzhRpM_7ScmxsZkOQURa40Q12ziJUib2yzRZQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMaximize clicks is an automated Google Ads bid strategy that tries to get as many clicks as possible within a specified budget. This strategy is ideal if your primary goal is driving traffic to a website.\u003c/p\u003e\u003ch4\u003eHow Maximize Clicks Bidding Works\u003c/h4\u003e\u003cp\u003eWhen you select maximize click bidding, Google Ads automatically sets your bids to attract the highest possible clicks within your average daily budget.\u003c/p\u003e\u003cp\u003eFor example, if you have a seasonal promotion, using maximize clicks can help drive substantial traffic to your offer page without exceeding your budget.\u003c/p\u003e\u003ch4\u003eAdvantages of Maximize Clicks Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eEfficiently uses your budget to increase the total number of visits to your website\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eOffers the option to set a maximum CPC bid limit to prevent overspending on a per-click basis\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdeal for campaigns with the primary goal of driving traffic, requiring less hands-on adjustment and oversight\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of Maximize Clicks Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003ePrioritizes increasing click volume potentially at the expense of click quality, which may not align with specific conversion value or goals\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMay attract clicks from less relevant audiences, leading to lower conversion rates\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWithout setting a maximum CPC bid limit, you might pay more per click than intended, affecting cost efficiency\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eCost-per-View (CPV) Bidding\u003c/h3\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Cost-per-View (CPV) Bidding\" data-original=\"https://static.semrush.com/blog/uploads/media/1b/69/1b6911f6dfa196944be36bc008a7b014/9e813d82e697a35d9dc38c356023d4c6/original.png\" height=\"936\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1b/69/1b6911f6dfa196944be36bc008a7b014/9e813d82e697a35d9dc38c356023d4c6/OZR724pzFWzoLOb5KotecD1YXErxyFajh9B8zsDh9A_MgX7yqiervSBE_W9csyihkFK8kbnR8ezcO5DJfEE0mLok-GgYBCZoY6O7qetkvJevOhqQKkjC8jN_brTUphSXY4xX0MoFGT3aNVMmm9a6mLs.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eCPV bidding is ideal for video ad campaigns where engagement, such as views or interactions, is the primary goal. It’s especially effective for campaigns that increase product or brand consideration through video content.\u003c/p\u003e\u003cp\u003eIn CPV bidding, you pay for video views and interactions, like clicks on \u003ca href=\"https://www.semrush.com/blog/what-is-a-call-to-action/\" style=\"text-decoration:none\"\u003ecall-to-action (CTA)\u003c/a\u003e overlays, cards, and companion banners.\u003c/p\u003e\u003cp\u003eFor this bid strategy, Google Ads counts a view when someone watches 30 seconds of your video ad (or its entire duration if it’s shorter than 30 seconds) or interacts with the ad. This method allows you to set the maximum price you’re willing to pay for a view when setting up your video campaign.\u003c/p\u003e\u003ch4\u003eHow CPV Bidding Works\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eYou decide to advertise on a platform like YouTube, where CPV bidding is commonly used\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYou target your ad to local viewers who have shown interest in your product or service. Let’s say it’s baking, cooking shows, or cake decoration.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYou set a CPV bid, which means you’ll pay each time someone watches a significant portion of your video\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSince your video is engaging and showcases the quality and artistry of your cakes, viewers who watch it are more likely to be interested in visiting your bakery\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eYou only pay when someone watches your video for 30 seconds or interacts with the video, making it a cost-effective way to ensure potential customers see your ad\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eAdvantages of CPV Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eIdeal for campaigns where video interaction is more valuable than clicks to a website\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHelps you manage your budget effectively as you set the maximum amount you’re willing to pay per view or interaction\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProvides video ad reporting with data on how viewers engage with your content\u003c/li\u003e\u003c/ul\u003e\u003ch4\u003eLimitations of CPV Bidding\u003c/h4\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eLess suited for campaigns where the main objective is to drive traffic to a website rather than engage with video content\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003eTips for Google Ads Bidding\u003c/h2\u003e\u003cp\u003eAdjust your bids and test automated strategies to improve your Google Ads. Here are some practical methods and tools for better campaign targeting and efficiency.\u003c/p\u003e\u003ch3\u003eUse Bid Adjustments\u003c/h3\u003e\u003cp\u003eA bid adjustment is a percentage change applied to your bids, giving you the flexibility to bid more or less in certain situations. \u003c/p\u003e\u003cp\u003eBid adjustments enable you to modify your bidding strategy based on specific factors like device type, location, and time of day. This customization enables you to allocate your budget more effectively by increasing bids in scenarios where your ads perform best.\u003c/p\u003e\u003cp\u003eFor example, let’s say you’re running a campaign for a coffee shop. \u003c/p\u003e\u003cp\u003eYou notice that your ads get more clicks during early morning hours. You could set a bid adjustment to increase your bids by 30% from 6-10 a.m., enhancing your ad’s chances of appearing during this prime time.\u003c/p\u003e\u003cp\u003eThe types of bid adjustments include:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDevice\u003c/strong\u003e: Adjust bids for different devices like computers, tablets, or mobile devices\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLocation\u003c/strong\u003e: Modify bids for ads served in specific geographic areas\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAd scheduling\u003c/strong\u003e: Change bids for campaigns during certain days or hours\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eTargeting methods\u003c/strong\u003e: Apply adjustments for topics, placements, and other targeting methods on the Display and Search Networks\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eRemarketing lists for Search Ads\u003c/strong\u003e: Adjust bids for users on specific lists to \u003ca href=\"https://www.semrush.com/blog/how-to-optimize-a-remarketing-campaign-that-delivers/\" style=\"text-decoration:none\"\u003eoptimize remarketing campaigns\u003c/a\u003e\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInteractions (call adjustments)\u003c/strong\u003e: Increase bids for mobile devices to enhance the frequency of call interaction ads\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDemographics\u003c/strong\u003e: Modify bids based on gender, age, and household income demographics\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eTo add a bid adjustment, click “\u003cstrong\u003eCampaigns\u003c/strong\u003e” \u0026gt; “\u003cstrong\u003eAudiences, keywords and content\u003c/strong\u003e” in your Google Ads account.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Navigating to “Campaigns” \u0026gt; “Audiences, keywords and content” in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/02/b3/02b3d7e8a7564ebd52c183036be2c929/2d29ee2a3ca6371809962ef7a9d9d85a/original.png\" height=\"1429\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/02/b3/02b3d7e8a7564ebd52c183036be2c929/2d29ee2a3ca6371809962ef7a9d9d85a/cbK28RBQryUP_XZw9jomN4qXpbjjwjw4c8Jkvlapqus7voJOO88dV7qs4fKh-JleS2SW8ROpIzt1o6O-Lca_GmqYD4SpXvrCjDn7v18fFWaT93wg4rVjSYjcpU8ULTu7887vfJdcrA_9areBDy88Ezg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSelect the element you want to modify from the drop-down menu. Here, we chose “\u003cstrong\u003eLocations\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='\"Locations\" selected from the Google Ads menu' data-original=\"https://static.semrush.com/blog/uploads/media/90/9b/909beb707988c72d2fad335dd6b59bc1/ac32011d0b5dc8eabe975bce99425cd4/original.png\" height=\"1451\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/90/9b/909beb707988c72d2fad335dd6b59bc1/ac32011d0b5dc8eabe975bce99425cd4/uZRMIjW_HCPUt0lwCEwM_A6ddv25Y6XONNplHXXRnRGxL4UvDYO5Bg6o4JnED1UQFxvS0JnjjnH_gFrEEIRWOQ2CjbudJRAIxmP_UdfAzyfV2shST9iFjXDeozoFTrXhiEjKiPNTFvyXIn8ozPIDSl4.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick the pencil icon under the “Bid adj.” column to edit the bid adjustment.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Pencil icon under the \"Bid adj.\" column highlighted' data-original=\"https://static.semrush.com/blog/uploads/media/85/fa/85fa7c5ef9808add9e4d08481666b845/9bdf9b2686d0e239c1e4662c7592faae/original.png\" height=\"1064\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/85/fa/85fa7c5ef9808add9e4d08481666b845/9bdf9b2686d0e239c1e4662c7592faae/hBGWJ_H_pt5gzKdiQwzZ-rcr1TqmuDh0ejTZQ5AZxnayzCFXtcBvNuVN8kOXj6_65D1TjRrjUglAKRGNmxAuAxkSOhEU_-BifE5ADy9IVFu4hNuZfNOBa3DDEV4hWJSJ_VatizCCjGSt48K30upkmDw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSet a percentage increase or decrease and click “\u003cstrong\u003eSave\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Bid adjustment set to \"Increase 50%\"' data-original=\"https://static.semrush.com/blog/uploads/media/e8/9e/e89e1b11be22a73aefafda408a8eead5/b77b9552451a63e5df7d097b5bb5d82f/original.png\" height=\"1219\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e8/9e/e89e1b11be22a73aefafda408a8eead5/b77b9552451a63e5df7d097b5bb5d82f/irP97Gtccm4X6tt8-z-8avFWkRO66aF4uMctDGtG5Tsdfjsl1mJCznG46pvnDr1zbVL3XOckwE6spaxNi5QDs14e3Mslg2VtjyW8MTieFDEz1o0AqIAsXEqQyPwyugFQZ7SYR4fraBdP_XEgvymDkco.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eExperiment with Automated Bidding\u003c/h3\u003e\u003cp\u003eTesting automated bidding helps you focus on maximizing conversions or conversion value. This method saves you time and spots opportunities (like optimal bid amounts and valuable audience segments) that you might overlook with manual bidding.\u003c/p\u003e\u003cp\u003eHere are some Semrush \u003ca href=\"https://www.semrush.com/blog/ppc-tools/\" style=\"text-decoration:none\"\u003ePPC tools\u003c/a\u003e and tips to improve your automated bidding in Google Ads:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUse \u003ca href=\"https://www.semrush.com/analytics/adwords/positions/\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e reports to identify keywords where competitors are changing positions and analyze their ad copies for insights into their strategies\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse the \u003ca href=\"https://www.semrush.com/analytics/phrase/?db=uk\u0026amp;q=\" style=\"text-decoration:none\"\u003eAds History\u003c/a\u003e tool to examine the performance history of specific keywords in paid campaigns. This tool provides valuable data on how competitors adapt their keywords to seasonal trends, offering guidance for your bidding strategies.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse the \u003ca href=\"https://www.semrush.com/analytics/pla/positions/\" style=\"text-decoration:none\"\u003ePLA (Product Listing Ads) Research\u003c/a\u003e tool to get insights into display campaign performance, helping to inform your bidding choices in similar contexts\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify and include keywords with lower competition in your campaigns. These keywords can offer a more cost-effective way to reach your audience, enhancing the efficiency of your automated bidding.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eBid on branded keywords (keywords that include your brand name) to control your brand narrative in search results. This helps with visibility for searches directly related to your business, which can improve click-through rates and conversions.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/app/ai-narratives-for-google-ads/\" style=\"text-decoration:none\"\u003eUse AI Narratives for Google Ads\u003c/a\u003e to generate easy-to-understand reports from your Google Ads campaigns. This tool makes campaign management easier with detailed insights into ad performance and alerts on any abnormalities in your campaign metrics.\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eSet Up Negative Keywords\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/negative-keywords/\" style=\"text-decoration:none\"\u003eNegative keywords\u003c/a\u003e are words or phrases you exclude so your ads don’t appear for those search queries. \u003c/p\u003e\u003cp\u003eThey help prevent your ads from appearing for non-relevant search queries. Which can improve the efficiency of your ad spend.\u003c/p\u003e\u003cp\u003eManage your negative keywords with the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eSimply enter your keyword in the search bar. And press “Search.” \u003cspan style=\"text-decoration:none;\"\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg src=\"https://static.semrush.com/blog/uploads/media/26/64/266430536131ad2f35c2d5e7fd14500e/16e388530bd033011020de51d93f104c/AD_4nXc5pONvTdhRTuqiB45f-XfuvK6-f63mP_9xdFUXJ4wuLEIZyP44M4u8zBz03HE2fJ3jrvXzlvapwrWAdVMvUspfQejUXezZ-QkNiZCXY8UF8Ll-uuYYr2YCGlbKuMhWr6uRrS6jU1EuyZatA-Wtf2NAngAv.png\" data-original=\"https://static.semrush.com/blog/uploads/media/26/64/266430536131ad2f35c2d5e7fd14500e/16e388530bd033011020de51d93f104c/original.png\" alt=\"AD_4nXc5pONvTdhRTuqiB45f-XfuvK6-f63mP_9xdFUXJ4wuLEIZyP44M4u8zBz03HE2fJ3jrvXzlvapwrWAdVMvUspfQejUXezZ-QkNiZCXY8UF8Ll-uuYYr2YCGlbKuMhWr6uRrS6jU1EuyZatA-Wtf2NAngAv?key=cLPRBPl1eG6kDqwFia0mNg\" loading=\"lazy\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003eThe tool will display a list of related keywords, including important data like \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003esearch intent\u003c/a\u003e, search volume and CPC.\u003c/p\u003e\u003cp\u003e\u003cspan style=\"text-decoration:none;\"\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg src=\"https://static.semrush.com/blog/uploads/media/4e/96/4e96660470c1ee4025036bb94942ad01/4aa58e4acee11251a3ff9551a21a81b1/AD_4nXe8U0tp9pU_63ql7wAh38Jtsl8SKtXzHdEBLSDxKchLtpSChdLulVtqmaOOXrin3uU10V22FHhLqMIGsoWb4mVxpPDj1CYvqTmmTqE6QqDb6EnFbtZoaYDzKoCt_fQtWQcDEK2T05PYM3fv306XNsdQ6inx.png\" data-original=\"https://static.semrush.com/blog/uploads/media/4e/96/4e96660470c1ee4025036bb94942ad01/4aa58e4acee11251a3ff9551a21a81b1/original.png\" alt=\"AD_4nXe8U0tp9pU_63ql7wAh38Jtsl8SKtXzHdEBLSDxKchLtpSChdLulVtqmaOOXrin3uU10V22FHhLqMIGsoWb4mVxpPDj1CYvqTmmTqE6QqDb6EnFbtZoaYDzKoCt_fQtWQcDEK2T05PYM3fv306XNsdQ6inx?key=cLPRBPl1eG6kDqwFia0mNg\" loading=\"lazy\" width=\"1010\" height=\"972\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003c/span\u003e\u003c/p\u003e\u003cp\u003eUsing specific negative keywords narrows your ad’s reach, aligning it with targeted searches. Broad negative keywords expand the filter, preventing your ads from appearing in a larger array of searches.\u003c/p\u003e\u003cp\u003eFor example, suppose you’re advertising for an Italian restaurant. \u003c/p\u003e\u003cp\u003eYou might use “fast food” as a broad negative keyword to avoid irrelevant searches. A specific negative keyword could be “pizza delivery” if your restaurant doesn’t offer this service.\u003c/p\u003e\u003cp\u003eUse campaign-level negative keywords for broad exclusions across your entire campaign. For more precise control within certain ad groups, apply group-level negatives. \u003c/p\u003e\u003cp\u003eThis approach is particularly effective when different ad groups cater to varied aspects of your offerings and need distinct keyword strategies.\u003c/p\u003e\u003cp\u003eAfter organizing your keywords, upload the negative keyword list to your Google Ads to implement them in your campaign.\u003c/p\u003e\u003ch3\u003eUse Google Ads Scripts\u003c/h3\u003e\u003cp\u003eGoogle Ads scripts are an advanced yet highly effective tool for automating and optimizing your bidding strategy. \u003c/p\u003e\u003cp\u003eThese scripts are snippets of JavaScript that you can set up within Google Ads to automate various aspects of your campaigns based on specific criteria. Such as time intervals or performance metrics.\u003c/p\u003e\u003cp\u003eGoogle Ads scripts enable you to:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eHandle repetitive tasks, like bid adjustments, freeing up your time for more strategic activities\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDeploy sophisticated bidding strategies that would be too complex or time-consuming to manage manually\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdjust bids in response to real-time market conditions, ensuring your campaigns remain competitive and efficient\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eScripts require some technical expertise in JavaScript, so you might need a developer to assist you. Implementing Google Ads scripts involves:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eDetermining what aspects of your campaigns you want to automate or optimize using scripts\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDeveloping a custom script or finding pre-written scripts that suit your needs\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eTesting the script in a controlled environment to ensure it works as expected, then implementing it in your live campaigns\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eCheck Google’s developers page to \u003ca href=\"https://developers.google.com/google-ads/scripts/docs/getting-started\" style=\"text-decoration:none\"\u003eget started\u003c/a\u003e with your first Google Ads script.\u003c/p\u003e\u003ch2\u003eMastering Google Ads Bidding for Success\u003c/h2\u003e\u003cp\u003eUnderstanding and applying bid strategies can help you align your campaigns with your specific goals, manage budgets more efficiently, and significantly boost your ad performance.\u003c/p\u003e\u003cp\u003eAs you implement a Google Ads bid strategy, monitor results continuously to learn from feedback about how it impacts your campaign goals and adapt accordingly. This approach enables you to improve campaign performance and ROI.\u003c/p\u003e\u003cp\u003eSemrush offers PPC tools like \u003ca href=\"https://www.semrush.com/analytics/phrase/?db=uk\u0026amp;q=\" style=\"text-decoration:none\"\u003eAds History\u003c/a\u003e and \u003ca href=\"https://www.semrush.com/analytics/adwords/positions/\" style=\"text-decoration:none\"\u003eAdvertising Research\u003c/a\u003e that can bolster your bidding strategy to streamline your campaign management and optimization. \u003c/p\u003e\u003cp\u003eThese tools provide insights into competitive strategies, keyword analysis, and performance tracking, making it easier to refine your Google Ads campaigns for optimal results.\u003c/p\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/signup/get-free-trial/\" style=\"text-decoration:none\"\u003eSign up for a free Semrush trial\u003c/a\u003e to explore resources and tools tailored to enhance your PPC campaigns. So you’re not just running ads but creating success stories with every click.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/get-free-trial/\" show_input=\"false\" header=\"Elevate Your Digital Strategy\" text=\"with a Semrush Subscription\" button_text=\"Start Free Trial\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003eFAQs\u003c/h2\u003e\u003ch3\u003eWhat Is Bid Strategy in Google Ads?\u003c/h3\u003e\u003cp\u003eA bid strategy in Google Ads refers to the method you use to determine how much you’re willing to pay for each click on your ads. It’s a crucial aspect of your ad campaign as it influences your ad’s visibility and the likelihood of achieving your advertising goals. \u003c/p\u003e\u003ch3\u003eHow Are Bid Strategies Used in Google Ads?\u003c/h3\u003e\u003cp\u003eBid strategies can be classified into manual and automated types.\u003c/p\u003e\u003cp\u003eManual bidding gives you control over bid amounts for different ad groups or keywords. Automated strategies use Google’s algorithms to optimize bids in real time for the best results.\u003c/p\u003e\u003cp\u003eFor example, maximizing clicks aims to get the most clicks within your budget. In contrast, targeting CPA focuses on getting as many conversions as possible at or below your target CPA.\u003c/p\u003e\u003ch3\u003eHow Do I Change Bidding Strategy in Google Ads?\u003c/h3\u003e\u003cp\u003eHere’s how to change bidding strategy in Google Ads:\u003c/p\u003e\u003cp\u003eNavigate to “\u003cstrong\u003eCampaigns\u003c/strong\u003e” in your Google Ads account.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"“Campaigns” in Google Ads account\" data-original=\"https://static.semrush.com/blog/uploads/media/fb/4f/fb4fdd1c4423445a5ac1986b460b9d1c/0fc189197b8b90e01a9a99999c46ea8c/original.png\" height=\"1490\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fb/4f/fb4fdd1c4423445a5ac1986b460b9d1c/0fc189197b8b90e01a9a99999c46ea8c/a7hQUzgSIUT84vtO_P4o0CFtZoXiC-fbl25TXF1kR5DfrERdgXSPPBM9p8qp9hfghamij6VU6Lucc7uwvm9O4pRT7EX327PvnpSGzvbA9SbVtoTCtPerXdd3z4qxDWWx7cKqZI6f-J80cgqmo9uSs34.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick the “\u003cstrong\u003eSettings\u003c/strong\u003e” icon next to the campaign you’d like to change.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Settings icon next to a campaign in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/c2/83/c2839f0a07176ec5075d48c151ccb3e6/4c80ab0b138243c6492f9277d899922f/original.png\" height=\"988\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c2/83/c2839f0a07176ec5075d48c151ccb3e6/4c80ab0b138243c6492f9277d899922f/86whzQJVZrZJJfMB_3YIQYe5yrqfI68Umd1Pi7q475x2VY2SOUVFmdLjX2bd9H1nqWHVUwkTM5V155Ux_XYuUJTK7soSEWIpwxt5mQhUgwidGqw1TWV8ZLAm7sTab168gwYUM8Wf7TkbcwhtPA36W1A.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eBidding\u003c/strong\u003e” from the settings menu.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='\"Bidding\" highlighted under Google Ads \"Settings\" menu' data-original=\"https://static.semrush.com/blog/uploads/media/47/d1/47d108a41d78cc9d22a60d848b215afe/31b6dbc801826e3b4cd6fa75000cee2a/original.png\" height=\"1425\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/47/d1/47d108a41d78cc9d22a60d848b215afe/31b6dbc801826e3b4cd6fa75000cee2a/bY99h3QbYDyzaB_2gIFJh1e337V9eqpdfVY0oIXcrcpqbPRB3Y49_i0mZvV8AL0Q5xDf22hUo6R48myZI4uRK3ToBklW5fbSThZA29LX7nqN9vi8kuArm_2T8PvbgKSRvcpz4kdJ3GnFTZvpB887Yrk.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eChange bid strategy\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='“Change bid strategy\" link' data-original=\"https://static.semrush.com/blog/uploads/media/23/07/230726d4a56dc3a50e63451779184929/df4fef37336cc11ff81aeed32e7d8379/original.png\" height=\"532\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/23/07/230726d4a56dc3a50e63451779184929/df4fef37336cc11ff81aeed32e7d8379/M6TsMZ5I0iy8zmmYfMaehfvjYHiA8mrvhg0PCH83PJtnQsU-3SlrZ2o8HPoiWP2X79gcWoNO-aH1y0cbyyCuwB_n3J-CnoE5KFuZ2Ty21TpK29mXhaXZI28HVeGiG4mFzbYbvJi6BSDrAv25dn41tsI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSelect your desired strategy.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='\"Conversion value\" selected under desired strategy drop-down' data-original=\"https://static.semrush.com/blog/uploads/media/04/4e/044eb2b83e64fa0b28b14d18c56b900f/b0dce98a1d26745bc7f8f462c94043e8/original.png\" height=\"979\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/04/4e/044eb2b83e64fa0b28b14d18c56b900f/b0dce98a1d26745bc7f8f462c94043e8/OCv30WWVc34IVJu5YdjV58jEkoTmvBotBe6d49gpYk0RxrAiEN483cuCVF19621rU16hgvWtPT7Hq_RMD_EwVsF8oDfdzR-1FWHKFDiV2WyImKWnGfAkAgtmLHAFQqnUuAt6Lz411hrlN691QEZPxFg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eClick “\u003cstrong\u003eSave\u003c/strong\u003e” to apply your changes.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Save your changes in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/36/d3/36d3ec43432bf451a9f1e04b893a70b1/ae776b20a6e8c02f941ce86ff132e002/original.png\" height=\"776\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/36/d3/36d3ec43432bf451a9f1e04b893a70b1/ae776b20a6e8c02f941ce86ff132e002/LFbwpK8E0LA7nAKKHxj-v7J0pQ44YgT0NrlqtrxMRtl9Cj_AA_xKRSW6DqxnsN2n26IPj42PJc2Ck7nGNaoedoOTalCZ-r05PkOo7eOX961iYSF1I3i2qykgCE-W4sK1u5hYJFQWFGRAvBge6Q_46Co.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":342,"name":"Paid Advertising","slug":"paid-advertising","lang":"en","description":"Paid advertising is a powerful way to promote your business online. Explore our resources and discover effective strategies from advertising experts to maximize your ROI.","metaTitle":"Paid Advertising - Semrush Blog","metaDescription":"Maximize your reach with paid advertising. Discover strategies for driving targeted traffic and boosting ROI.","parent":{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","metaTitle":"Marketing - Semrush Blog","metaDescription":"Marketing is the key to business growth and success. Discover expert tips and insights to boost your efforts.","parent":null,"template":"category-default","productWidget":null,"customProductWidgetId":null,"children":[]},"children":[],"template":"subcategory-default","productWidget":"domainOverview","customProductWidgetId":2},"background":"purpleIllust","timeToRead":21,"tableOfContent":true,"deindex":false,"metrics":null,"related":[5518,9223,6346,9189],"translated":[{"language":"es","url":"google-ads-bid-strategy/","title":"Guía definitiva sobre la estrategia de pujas de Google Ads (con ejemplos)"}],"mainUrl":"","contributors":[{"id":206350529,"name":"Chris Shirlow"},{"id":207807681,"name":"Bartłomiej Barcik"}]},"categoriesTree":[{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":153,"name":"On-page SEO","slug":"on-page-seo","lang":"en","description":"On-page SEO is the key to making your web pages more relevant and user-friendly for both users and search engines. Learn how to apply the latest techniques, tools, and best practices from the top on-page SEO experts.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":7,"name":"Link Building","slug":"link-building","lang":"en","description":"Link building is one of the most effective SEO strategies to boost your website’s performance. Check out these resources and learn how to build high-quality links from the best link-building experts.","productWidget":"backlinksAnalytics","customProductWidgetId":1,"children":[]},{"id":6,"name":"Local SEO","slug":"local-seo","lang":"en","description":"Local SEO is essential for businesses targeting specific areas. Dive into expert tips, tools, and best practices to boost your local online presence and connect effectively with your community.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":5,"name":"Technical SEO","slug":"technical-seo","lang":"en","description":"Technical SEO is key to helping search engines find, crawl, and index the pages on your site. Check out these resources to learn how to improve your site’s speed, crawlability, indexability, and more.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":345,"name":"Frequently Asked Questions","slug":"faq","lang":"en","description":"A collection of our most frequently asked questions about SEO, keyword research, backlinks, tools, and much more, answered by our team of our dedicated experts.","productWidget":null,"customProductWidgetId":null,"children":[]}]},{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","productWidget":null,"customProductWidgetId":null,"children":[{"id":339,"name":"General Marketing","slug":"general-marketing","lang":"en","description":"Whether you‘re new to marketing or a seasoned pro, our General Marketing category offers tips, tools, and expert advice to boost your marketing efforts. Learn from top experts and enhance your marketing skills.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":11,"name":"Content","slug":"content","lang":"en","description":"Content is at the heart of effective online communication. Explore the fundamentals of content creation, blogging tips, and effective storytelling to boost your online presence and engage your audience.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[{"id":166,"name":"Content Creation","slug":"content-creation","lang":"en","description":"Content creation requires research and development before you put words on the page. Get content creations tips and more by reading our blog posts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":15,"name":"Social Media","slug":"social-media","lang":"en","description":"Social media is key for your online presence. Learn the fundamentals, tips, and strategies for effective social media marketing to boost your online presence and engage with your audience.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":340,"name":"Competitor Intelligence \u0026 Research","slug":"competitor-intelligence-and-research","lang":"en","description":"Discover how to gain a competitive edge in your industry. Learn the basics of competitor analysis, market research, and strategic insights for effective business growth.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":341,"name":"AI","slug":"ai","lang":"en","description":"AI is at the heart of modern technology. From artificial intelligence fundamentals to machine learning to practical applications, explore everything you need to understand AI’s role in today‘s digital landscape.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":342,"name":"Paid Advertising","slug":"paid-advertising","lang":"en","description":"Paid advertising is a powerful way to promote your business online. Explore our resources and discover effective strategies from advertising experts to maximize your ROI.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":343,"name":"Video Marketing","slug":"video-marketing","lang":"en","description":"Video marketing is a powerful tool in today‘s digital landscape. Learn the essentials, from video creation to promotion, and boost your brand‘s online presence with engaging visual content.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":9,"name":"Ecommerce","slug":"ecommerce","lang":"en","description":"Whether you‘re new to e-commerce or a seasoned pro, these resources offer valuable insights to boost your online store’s success. Explore tips, tools, and strategies from our experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":164,"name":"Analytics","slug":"analytics","lang":"en","description":"Analytics is vital for gaining insights from your data. Discover the fundamentals, top tools, and expert techniques to enhance your website‘s performance tracking and decision-making.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]},{"id":21,"name":"News \u0026 Research","slug":"news","lang":"en","description":"Stay informed with the latest news and research in the digital world. Explore insights, trends, and expert analysis to stay ahead in the ever-changing landscape of online marketing and SEO.","productWidget":null,"customProductWidgetId":null,"children":[{"id":344,"name":"Original Research \u0026 Studies","slug":"original-research-and-studies","lang":"en","description":"Stay on top of the SEO industry with original research and studies. Here are the latest data-backed resources.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":33,"name":"Industry News","slug":"industry-news","lang":"en","description":"Keep up with the latest trends and updates in digital marketing with industry news. Discover what’s new, what’s working, and what’s changing in the online world to stay ahead of the curve and grow your business.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]}]}],"oembed":{"twitter":false,"youtube":false},"articles":[],"isBot":false,"isUser":true,"isAuth":false,"parseContent":true,"hasToken":false,"profile":null,"urlsFromRequest":{"rootUrl":"https://www.semrush.com/","blogUrl":"https://www.semrush.com/blog/","articleUrl":"https://www.semrush.com/blog/google-ads-bid-strategy/","articleUrlForSocial":null},"localizationMessages":{"+DgkQi":"Get trial","+k5t/y":"Contributor","+wJa4Z":"No results found for","/QFBtC":"Competitor analysis, keyword research, website audit, advertising and social media, and more.","1LeIud":"Find articles","1aSaAi":"Try rephrasing keywords or using synonyms.","1tYgEc":"Audit your local listings","2x9iv+":"Subscribe to learn more about {theme}","3mvL2Q":"and","5ahCYq":"Boost your digital marketing efforts","6cN5Tc":"\u003cbold\u003e Sorry :( \u003c/bold\u003e Something went wrong. Try again later.","747Ii7":"No articles yet!","7BAmZU":"Want to know which websites saw the most traffic growth in your industry? Not sure why your SEO strategy doesn’t work? Or simply looking for SEO tips? Subscribe to our newsletter to receive updates on the content you care about.","7K4RB/":"return to main","7gIcWq":"read","7ttw7u":"Perform competitor analyses","7z1zi8":"Boost SEO results with powerful keyword research","95K2H1":"\u003cbold\u003eYeah!\u003c/bold\u003e You’ve successfully subscribed to a newsletter","9xQX7+":"And much more!","AzmHxY":"Load more articles","Bh/2nk":"Make online marketing easy with:","BsX17Q":"Create a free account to:","EToa2g":"Give me the latest news!","FZwjf1":"Ensure words are spelled correctly.","Fj2Z84":"Our subject matter experts have reviewed this article to ensure it meets the highest standard for accurate information and guidance. Learn more about our \u003clink\u003eeditorial standards and process\u003c/link\u003e.","GOKRyc":"Contributors:","JhwvWK":"Track keyword rankings","Ju7j88":"Expertise","L47zy5":"By clicking “Subscribe” you agree to Semrush \u003clinkToPrivacy\u003ePrivacy Policy\u003c/linkToPrivacy\u003e and consent to Semrush using your contact data for newsletter purposes","Nx2Itm":"Do keyword research","OKhRC6":"Share","Pkwzq9":"More on this","QMgO7V":"Enter keyword","R3KVw9":"Find Keyword Ideas in Seconds","ShH/MK":"Create free account","TI1cUi":"Category articles list empty","VMramV":"Run a technical site audit","VqEfQJ":"{minutesCount, plural, =0 {min} =1 {min} =2 {min} other {min}}","WnQ/AZ":"Contact us","XWEeEU":"Try more general keywords.","ZV1NMf":"Manage social media accounts","aCsnCz":"Contributor:","asUsjV":"Expert reviewed","awyJvR":"Create Free Account","br6i3V":"TABLE OF CONTENTS","cMtR7y":"Editors' Choice","eIrpha":"Search result for:","gczcC5":"Subscribe","gjyzc7":"Table of contents","jtygmI":"Education","mexetp":"Unlimited access for 7 days. 55+ tools.","nONnTw":"Your email","oCFQeg":"Make your queries as concise as possible.","qQvXcc":"Get 55+ tools to improve SEO, content marketing and competitive research","ql72yh":"Main page /","qn9kC1":"Newsletter Semrush banner","s5KdC2":"Suggestions:","tWkQ2J":"Author","u0UOSD":"Take a free trial to:","wgtTJe":"Don’t miss out. Try 55+ products for free.","wmSls4":"Free Keyword Research Tool","xmcVZ0":"Search","yd28xR":"Get free trial"},"_sentryTraceData":"dcce8250f654dbd215d3cc7e709bad26-925ead2ecef8d562-0","_sentryBaggage":"sentry-environment=production,sentry-release=350dc522,sentry-public_key=5bb816dd473f4faca8e40cbc7e8b0906,sentry-trace_id=dcce8250f654dbd215d3cc7e709bad26,sentry-sampled=false"},"__N_SSP":true},"page":"/[slug]","query":{"slug":"google-ads-bid-strategy"},"buildId":"semrush-blog","assetPrefix":"//static.semrush.com/blog/blog/350dc522","runtimeConfig":{"GA_TRACKING_ID":"UA-6197637-22","GTAG_TRACKING_ID":"GTM-5K82J2","stage":"production","isProd":true,"isPreprod":false,"apiPublic":"https://www.semrush.com","appUrl":"https://semfront-prod.k1.semrush.net","cookieName":"sso_token","sentryConfig":{"dsn":"https://5bb816dd473f4faca8e40cbc7e8b0906@www.semrush.com/_sentry/193","enabled":true,"environment":"production","release":"350dc522","tracesSampleRate":0.3,"debug":false},"locales":["en","es","de","fr","it","pt","ja"],"forceSubdomain":false},"isFallback":false,"isExperimentalCompile":false,"dynamicIds":[79815],"gssp":true,"locale":"en","locales":["en","de","es","fr","it","pt","ja"],"defaultLocale":"en","scriptLoader":[]}</script><noscript><link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Inter:wght@300;400;500;700&display=swap" media="all"/></noscript></body></html>