Advanced PPC Bidding Strategies (Manual, Automated, Smart Bidding)

Good PPC performance needs the right bidding strategy – you can’t succeed without it. Smart bidding needs clean data to work properly, but needs less attention than manual bidding, while manual bidding gives more control. Here’s how you can pick the right approach for your campaigns.

Compare Manual vs Automated Bidding Options

With manual CPC, you get complete control over individual keyword bids. The trouble is, it needs constant monitoring and adjustment to work well. For testing new campaigns, manual CPC is great. It’s good if you have limited conversion data and when you need precise control over specific, high-value keywords.

Enhanced CPC blends manual control with Google's machine learning. You set base bids manually, but Google can adjust them up or down by up to 30% based on conversion likelihood. This is a good middle ground when you want some automation but aren't ready for full smart bidding.

Maximize conversions focuses on getting the most conversions within your budget without considering cost per acquisition. Use this strategy when you want to scale quickly and have flexible cost targets.

Target CPA bidding aims for a specific cost per acquisition across your campaign. This works best for lead generation businesses with known lead values. If you know each lead is worth $100 and you want to pay $30 per lead, target CPA can optimize toward that goal.

Target ROAS bidding optimizes for a specific return on ad spend. It’s especially useful for ecommerce brands with varying product values. It’s automatic with Google – pick your target ROAS and Google adjusts your bids to hit it.

Smart Bidding Requirements and Best Practices

Smart bidding strategies won’t work without enough conversions – they need at least 15 per week. Without sufficient conversion data, Google's machine learning can't identify patterns and optimize properly. If you don't have enough conversions, don’t bother – stick with manual or enhanced CPC.