Hello there, and welcome back to our 2-part series on Google Ads bidding strategies! This is the series where we go into detail about the different ways you can use Google Ads to achieve your goals, by tailoring your ad strategy to fit them. If you missed the first part, you can catch up here. If you’re already up to date, then let’s dive straight into the next 6 bidding strategies that could help your Google Ads perform better.
Target Search Page Location
TSPL (or target search page location) is one of those strategies that lets Google take the reins to some extent. The idea is that Google will automatically adjust your bids to always show your ads either:
- On the first page results of Google
- At the top of the first page of Google, so in spots 1-4 above the fold
This means you will be paying for ads only when they are in a prime position, therefore increasing the likelihood of them converting. However, while Google states that this strategy ‘doesn’t guarantee placement’, as long as your quality score is good, you shouldn’t have a problem.
Target Outranking Share
This is another one of those fancy automated bidding strategies that lets you sit back and trust the data-hungry machine that is Google to know best. Target Outranking Share is perfect for competitor targeting on ads, which is essentially when you bid on the hot keywords for a competitor, so you show up in the search results instead of them. It started out as a technique for smaller businesses to show up in searches for bigger businesses, but it became so popular that Google created a specific strategy for it. You can choose a specific website or competitor that you want to outrank, and when both your ads and the competitors ads are displaying, Google will increase your bids to outrank the ads. It will also (very cleverly) show your ads when your competitor isn’t showing up, giving you better brand awareness.
CPM stands for Cost Per Thousand Impressions, and means you will only be bidding on ads based on impressions. This isn’t a standard search strategy, and is reserved exclusively for the Display Network and YouTube campaigns. Once a video or campaign reaches the 1000 impressions mark (or whatever threshold you set), google will automatically bid for you in line with your set boundaries.
vCPM is very similar to CPM, except this stands for Cost Per Thousand Viewable Impressions. This is a tactic of manual bidding, and works best for brand awareness campaigns instead of direct sales. Again, it’s reserved for the Display Network, so you will likely need a video to be able to include in the campaign. This bidding type is setting your maximum costs on a viewable 1,000 impressions.
Here’s another anagram for you – CPV. This stands for Cost-Per-View, and is only used on video ads – whether they’re on Google search or TrueView. Using CPV bidding, you pay for views or interactions on your videos. This could be call to action clicks, overlay clicks, cards of companion banners, depending on your aims. This is the default bidding strategy for all types of TrueView advertising, so if you’ve never tried it before it’s worth a go.
Target Impression Share Bidding
This is the newest, shiniest bidding strategy out there, having only been released by Google in late 2018. It’s a smart bidding strategy that’s focussed on promoting brand awareness, helping you reach as many people as possible. For example, if you’re looking to dominate impressions for specific keyword searches, you can ensure your ads show up to 100% of the time on SERPs by selecting 100% as your target impression share. This strategy is great for building up brand awareness, but the costs can add up very fast if you go for 100% all the time, so be careful.
At Ad-Extra we live and breathe Google Ads, which means we can help you decide which ad strategy is right for you, and guide you through how to use it properly. If you don’t want to manage it yourself, we can always run them for you, so you can enjoy the leads coming in without having to lift a finger. If you would like to find out more, just get in touch with us today.