Going back to the plumbing example, you’re a plumber and you want your phone to ring or for customers to complete a contact form. This leaves three bidding strategies.
- Target CPA
- Maximise Conversions
- Manual CPC
The key to smart bidding campaigns is you need volume if your campaign is restricted by budget or you’re only getting a few conversions a day. Smart bidding won’t work as Google needs data volume to make good decisions in order to optimise and automate your campaigns. That’s why Manual CPC is always a good start.
So what do you pick if you’re not budget-restricted or are generating enough conversions for Google to optimise your bidding strategy?
Target CPA gives you more comfort due to the ability to set a target cost per acquisition – in terms of how much you are willing to pay per lead giving you control and flexibility to make sure your leads come in at a certain price.
But say you’re a business such as a call centre with no budget restrictions and need the phones to be ringing then maximise conversions could be better for you. Google will optimise your campaign to find the maximum conversions for your budget which can make it more expensive per conversion but your overall conversion volume should be higher by doing that.