How to Change Your Bid Strategy in Google Ads

7 minute read

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Successful PPC campaigns require continuous optimization, and bid strategy is one of the critical components to pay attention to. Managing bids can have a significant impact on ad performance, and understanding how to change your bid strategy can help improve ROI and decrease wasted spend. In this article, we’ll take a deep dive into the world of Google Ads bid strategies, and show you how to measure, analyze and modify them for optimal results.

Understanding Bid Strategies in Google Ads

Bid strategies are automated rules that Google Ads uses to optimize your bids based on your chosen campaign goals, such as maximizing clicks or maximizing conversions. They are designed to save advertisers time, reduce manual bid adjustments, and help ensure your ads get shown to users who are most likely to take the desired action on your website.

When it comes to Google Ads, the bidding process is crucial. It determines how much you pay for each click or conversion, and it can have a significant impact on the success of your PPC campaigns. Bid strategies can help you take control of your bidding process and achieve your campaign goals more efficiently.

What are Bid Strategies?

In simple terms, a bid strategy is a set of rules that inform Google Ads how to automatically adjust your bids based on the performance of your campaigns. By using bid strategies, you relinquish some control over bids, but in return, you get a more automated and dynamic bidding process that can ultimately lead to better performance. There are numerous bid strategies available within Google Ads, each designed to achieve different campaign goals.

For example, if you're looking to drive more traffic to your website, the "Maximize Clicks" bid strategy may be the right choice for you. This strategy automatically sets your bids to help you get as many clicks as possible within your budget.

Types of Bid Strategies

There are several types of bid strategies in Google Ads, each designed to achieve different campaign goals:

  • Maximize Clicks: This strategy sets your bids to help you get as many clicks as possible within your budget.
  • Target Search Page Location: This strategy automatically adjusts your bids to help your ads appear at the top of the search results page or on the first page of search results.
  • Target CPA (Cost per Acquisition): This strategy automatically sets your bids to help you get as many conversions as possible at your target cost per acquisition.
  • Target ROAS (Return on Ad Spend): This strategy automatically sets your bids to help you maximize your conversion value while maintaining your target return on ad spend.
  • Enhanced CPC (Cost Per Click): This strategy automatically adjusts your manual bids to help you get more conversions while maintaining your cost per conversion.

Choosing the right bid strategy will depend on your campaign goals, budget, and available data. For instance, if your primary goal is to generate as many conversions as possible while maintaining a target cost per acquisition, you might choose the "Target CPA" bid strategy.

Factors to Consider When Choosing a Bid Strategy

Before choosing a bidding strategy for your Google Ads campaign, it is essential to consider some essential factors. These include:

  • Your campaign goals: What do you want to achieve with your PPC campaign? Are you looking to drive more traffic to your website, generate more leads, or increase sales?
  • Your budget: How much are you willing to spend on your PPC campaign? Your bid strategy should align with your budget to ensure you don't overspend or underspend.
  • Your available data: Do you have enough historical data to inform your bidding decisions? The more data you have, the more accurate your bidding strategy will be.
  • Your competition: Who are your competitors, and how are they bidding on the same keywords? Understanding your competition can help you choose the right bidding strategy and stay competitive.
  • The seasons and trends in your industry: Are there any seasonal trends or changes in your industry that could impact your bidding strategy? For example, if you're in the retail industry, you may need to adjust your bidding strategy during the holiday season.

Considering these factors will help you choose the right bid strategy that aligns with your business objectives and maximizes the return on your PPC investment. With the right bid strategy, you can achieve better performance, save time, and ultimately, drive more revenue for your business.

Analyzing Your Current Bid Strategy Performance

One of the critical first steps in changing your bid strategy is to analyze your current bid strategy's performance. By doing so, you can identify areas for improvement and determine whether a change in bidding approach is necessary. Here’s how:

Accessing Performance Metrics in Google Ads

To analyze your bid strategy performance, you must first navigate to the campaign or ad group level within your Google Ads account. Once there, navigate to the “Columns” Tab and select the relevant metrics such as cost, conversions, conversion rate, etc.

Identifying Areas for Improvement

Once you have the relevant performance data, you can start analyzing and looking for areas that need improvement. Some common areas of concern are high CPA, low conversion rates, decreasing ROAS, or if your budget runs out too quickly.

Deciding When to Change Your Bid Strategy

After collecting and analyzing performance data, you can decide whether to change your current bid strategy. If you are consistently hitting your desired KPIs with your current approach, then it might not be necessary to make any changes. However, if you’re falling short of your goals or experiencing declining performance, a bid strategy change might be necessary.

Changing Your Bid Strategy in Google Ads

Once you’ve decided to change your bid strategy, it’s essential to have a plan in place for the transition. Here is a step-by-step guide:

Step-by-Step Guide to Changing Your Bid Strategy

  1. Select the Campaign or Ad Group to Modify
  2. Click on the Settings Tab
  3. Select Bid Strategy
  4. Choose a new bid strategy that aligns with your current goals
  5. Adjust your bids, if necessary
  6. Sit back and monitor the performance of your new bid strategy

Tips for a Smooth Transition

When making a switch in bid strategy, it’s important to adopt a gradual approach rather than an abrupt one. This reduces the risk of significant performance fluctuations, allowing you to evaluate the new strategy's impact on performance and make necessary tweaks. It's also essential to have realistic expectations in terms of results. Give the new strategy time to identify performance trends and fine-tune the rules before expecting significant improvements.

Monitoring the Impact of Your New Bid Strategy

After switching bid strategies, it's essential to monitor the impact of the changes and continue making optimizations as necessary. Make sure you're tracking the right metrics and running your campaigns as expected. Engaging in continuous testing and testing different bid strategies will help ensure you’re getting the best possible results and continuing to optimize your PPC campaigns.

Advanced Bid Strategy Techniques

For more experienced advertisers, there are some advanced bid strategy techniques worth exploring.

Using Bid Strategy Simulations

Bid strategy simulations use historical data to project the expected outcomes of different bid strategies. This provides valuable insight into how changes in a bid strategy will impact your campaigns, without actually making the changes. You can test different bidding scenarios quickly and efficiently before committing to any changes.

Implementing Bid Strategy Experiments

Bid strategy experiments allow advertisers to test and compare different bidding methods on a specific campaign or ad group. By running experiments, you can determine which strategy works best for your business, without risking significant losses. This approach also enables you to A/B test and fine-tune your strategy for optimal results.

Combining Bid Strategies for Optimal Results

Finally, combining bid strategies can help you achieve optimal results by leveraging their individual strengths. For example, using target CPA in combination with enhanced CPC could help you maximize conversions while maintaining cost efficiency.


In conclusion, changing your bid strategy in Google Ads is a crucial part of managing successful PPC campaigns. By understanding the different bid strategies available, analyzing your campaign performance and making informed modifications, you can drive better results and lower wasted spend. By consistently monitoring and optimizing your bid strategies, you'll be able to stay ahead of the competition and maximize the ROI of your PPC campaigns.

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