Google is prime real estate for online advertisers. It’s where potential customers go to search for products and services like your own.
This is why your Google Ads bidding strategy is so important. It lets you bid for ad space according to your biggest goals. These goals may include actions like clicks, impressions, conversions, or views.
While Google offers many types of bidding strategies, one of the most common options is manual cost-per-click (CPC). You might even use it already. But what if you could take things up notch?
Thanks to enhanced CPC, this is totally possible. In fact, enhanced CPC is so significant that your manual bidding strategy should never go without it.
Need proof? Read on to learn why you should always use manual plus enhanced CPC.
Here’s a recap of manual CPC.
Manual CPC is a type of CPC bidding, a strategy that focuses on clicks. CPC bidding is ideal if you want more people to visit your website.
Additionally, you only pay when someone clicks your ad and visits your website.
Manual CPC allows you to set bids on ad groups, individual keywords, and placements. This level of control also lets you designate more money on higher performing ads.
The other type of CPC bidding is automated bidding. This option lets Google choose bids for you. After you set a daily budget, Google will manage your bids to bring in as many clicks as possible within that limit. However, you can’t control where that money is spent.
Needless to say, manual CPC is the way to go. Sure, it requires more work, but it also makes the most out of your advertising budget.
Enhanced CPC takes everything to the next level.
If you use manual bidding, you can utilize a feature called enhanced CPC. It’s designed to bring in more conversions from manual bidding.
Enhanced CPC works by automatically increasing your maximum bid for clicks that are more likely to convert. This enables your bid to compete harder for that click.
And if the click isn’t likely to convert? Enhanced CPC will decrease your bid.
Specifically, enhanced CPC pays attention to certain factors. It knows when a person viewing your ad has already researched (or bought) a similar product or service. In other words, there’s a higher chance of this user clicking your ad.
So, when enhanced CPC raises your bid, your money is working harder where it’s most worth it.
Manual CPC and enhanced CPC go hand in hand.
Manual CPC can be used on its own. But if you want to create a profitable ad campaign, it’s wise to invest in enhanced CPC, too.
Let’s pretend you have a budget of $10. With manual CPC, you can tell Google, “I don’t want to pay for more than $5 per click.” It will set $5 as the maximum bid.
Meanwhile, enhanced CPC considers valuable scenarios. It lets you tell Google, “I don’t want to pay more than $5 per click – unless the person who sees this ad is very, very likely to click. In this case, I’m willing to pay 100% of my budget or $10 instead of $5.”
You might pay more for these clicks. However, it also means that you’re more likely to make a sale and see a return.
Solutions 8 is ready to help.
Managing Google Ads bidding strategies is a full-time gig. And, as a business owner, it’s probably the last thing on your mind.
That’s why we exist. Our team of digital marketing pros can design a bidding strategy based on your goals, needs, and vision. We can also optimize landing pages and write great copy to ensure that customers keep coming back.
This way, you can focus on your business like the boss you are.