What is keyword bid strategy in Google Ads?

Keyword bid strategy in Google Ads refers to the approach used to set and adjust bids for keywords in order to achieve specific advertising goals. Google Ads offers several bid strategies, each with its own advantages and use cases. Here are some of the most common keyword bid strategies:

1. Manual bidding: With manual bidding, you set a maximum bid for each keyword and adjust it manually based on performance data. This strategy gives you full control over your bids and is useful for experienced advertisers who want to optimize their bids for specific keywords.
2. Automated bidding: With automated bidding, Google Ads uses machine learning algorithms to set and adjust bids for you based on your advertising goals. There are several automated bidding strategies available, including Target CPA (cost-per-acquisition), Target ROAS (return on ad spend), Maximize conversions, and Maximize clicks.
3. Enhanced CPC (cost-per-click): Enhanced CPC is a hybrid bidding strategy that allows you to set a maximum bid for each keyword while also allowing Google Ads to increase your bids by up to 30% for clicks that are more likely to convert.
4. Target search page location: This bidding strategy aims to get your ad to appear at the top of the search results page or on the first page of search results. This strategy is useful for brand awareness campaigns or for advertisers who want to improve their visibility in search results.
5. Target outranking share: This bidding strategy aims to outrank a specific competitor's ad in search results. This strategy is useful for advertisers who want to improve their market share or compete with specific competitors.

When choosing a keyword bid strategy, it's important to consider your advertising goals, budget, and performance data. Each bid strategy has its own strengths and weaknesses, and choosing the right one for your specific needs can help you optimize your ad spend and improve your ROI.