Google Ads Search Campaign Bid Strategies Overview Brain Dump

Unloading what my thoughts are on PPC biding strategies in the Google Ads platform specifically in search campaigns and how they work and when to best use them.

The most important thing with bid strategies is to know when you switched over (which if you are looking back in time can be seen in the change log) and what changed statistically, did CPC, Search Impression Share, Conversion Rate, Conversion Volume, Impressions, Etc... go up/down.
Look and see if devices, ad scheduling, the actual keywords got affected. It takes time, 1 week to see the initial impact to if it will work or not another 4-6 to see the results.

Any bidding strategy that takes into consideration conversion data make sure you are tracking and pushing back data into Google Ads for at least 2-3 to take full advantage of that strategy. Push back using GCLID or Enhanced Conversions.

Bid Strategies I go over are:
- Manual CPC (MCPC)
- Manual - Enhanced CPC (ECPC)
- Target Search Impressions Share (TSIS)
- Maximize Clicks (Max Clicks)
- Max Conversions (Max Conv)
- Conversion TCPA (Max TCPA)
- Maximize Conversion Value (Max Conv Value)
- Max Conversion Value TROAS (Max ROAS)