Master Google Ads Keyword Bidding: 4 Best Strategies To Implement

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Learn about the most effective Google Ads keyword bidding strategies and apply them to your business right away! Find out more in the article below. 

With almost 5.6 billion searches per day, Google has long established its reputation as the most used search engine platform on the Internet. It also means that on every Google search result page, there are chances for your ads to appear and impress millions of potential customers.

The question is: How can you utilize this excellent opportunity and bring more profits with Google Ads? The answer is simple enough; you have to optimize your keyword bidding strategies. 

Usually, people tend to consult a trusted Google ads agency for more advice. But if you’re willing to do some research on your own, keep reading and figure out exactly how to do so!

What Is Google Ads Keyword Bidding?

Google Ads keyword bidding refers to an auction in which digital marketers try to get a placement within Google search rankings. To break it down for you, here is how a bidding process usually goes.

At first, you will bid on a keyword, which is a certain amount of money you are willing to pay every time someone clicks on your ads. Now, when a user types in your bidding keyword, Google considers your bid and other factors (quality score, ad extensions, and levels of relevance, potential target audience, etc.), then determines where your bid stands in its ranking. 

The higher it is in the ranking, the more likely your ads are shown at the top on the search result page.

Top 4 Google Ads Keyword Bidding Strategies You Should Follow

1. Pick out a suitable bid option

There is more than one way to bid on your keywords in Google Ads. Since each option is designed to achieve a different purpose, carefully evaluate your business goals and find an approach that matches.

  • Target ROAS: this bid option is believed to be the most profitable for any store, as it can significantly boost ad revenue. Not only are your ads shown to most high-volume searches, but they are also targeted at potential customers who are most likely to seal a deal. 
  • Maximize clicks: if you want to expand your customer database and increase the existing traffic, go for the “Maximize clicks.” This way, Google would ensure that your ads have as many clicks as possible.
  • Maximize conversions: this bid option is best for businesses with unlimited budgets and ready to max out their spending. Your ads are prioritized to be exposed to high-intent searches, thus increasing the chance of a purchase.
  • Maximize conversion value: by using the information of each bidding, like location, target audience, used devices, etc., your bids will aim at getting the maximal amount of money out of a single conversion. 
  • Target impression share: This bid option is more than ideal for businesses that just entered the market and want to focus on brand recognition. All you have to do is choose several search page areas of your interest, and Google will feature your ads all over them.
  • Target CPA: if you want to draw in more conversions or leads within the initial cost, then “Target CPA” is for you. Once choosing this mode, Google search engine would optimize your bids and provide tailored bids below your cost-per-action.

2. Increase the quality score 


While the expense spent on each bidding is important, it does not single-handedly determine whether an ad gets the top position within Google ranking. The search engine also pays attention to other elements that might make or break the success of these ads, including the quality score.

The quality score represents the three crucial aspects of a bid: ad relevance, expected clickthrough rate, and landing page experience. So how can you optimize these categories and get a high-quality score?

  • Ad relevance: your bidding keyword and the main idea of your ads have to align with each other. The closer they are in meaning, the better. For example, if you want to run an ad on reusable bamboo straws, keywords such as “eco-friendly straws” or “compostable straws” are highly recommended.
  • Expected clickthrough rate: this is purely an estimation of how many clickthroughs your ads can get. It is calculated based on their past performances and the ad relevance. The benchmark is to get at least a 6 or 7, which qualifies as an above-average score.  
  • Landing page experience: Google will scan through your bidding keyword and the landing page to see if these two factors are actually pertinent. As previously advised, make sure you have a well-intended landing page for each ad.

3. Perform A/B testing methods 


A/B tests are when you put on-air two or more versions of an ad simultaneously. In each version, you may change either the bidding keyword or the landing page to see if they make any differences in terms of effectiveness. From there, monitor your ads and determine which one is doing better than the other. If an ad gets more and more conversions while its counterpart is lagging behind, abandon the latter and apply the former on all your digital ad platforms.

4.  Switch between manual and smart bidding

Manual bidding requires your constant time and attention on the campaign, but you will get a chance to set up everything based on your preferences. From controlling the budget to omitting insufficient bids, manual bidding gives you total management over your ad campaign.

On the other hand, smart bidding automatically places bids and arranges your ads to increase the conversion. While it is indeed more profitable, smart bidding comes at a much higher cost. So choose wisely which bidding model is more apt for your business goals.


For newbies with no previous experience in Google Ads and its bidding process, it can be overwhelming trying to get your ads featured. So why not have a look at a reputable Google Ads agency like

Rest assured that in the hands of professionals, your Google Ads campaign will be well taken care of, and every single dime of your investment is worth it. So check it out now and see for yourself!


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