How do I use manual bidding?

Using manual bidding in Google Ads involves setting bids for your ads manually rather than relying on automated bidding strategies. Here's a step-by-step guide on how to effectively use manual bidding:

### Steps to Use Manual Bidding in Google Ads:

1. **Sign in to Google Ads**:
   - Go to [Google Ads](https://ads.google.com) and sign in to your Google Ads account with your credentials.

2. **Navigate to Campaign Settings**:
   - From the left-hand menu, select the campaign for which you want to use manual bidding.

3. **Access Bidding Settings**:
   - Click on the "Settings" tab for your selected campaign.

4. **Choose Manual CPC Bidding**:
   - In the "Bidding" section of the campaign settings, select "Manual CPC" as your bidding strategy. This strategy allows you to set individual bids for each click on your ads.

5. **Set Maximum CPC Bids**:
   - Enter the maximum amount you are willing to pay for each click on your ads (Cost-Per-Click or CPC). You can set different bids for different keywords, ad groups, or campaigns based on their performance and importance to your goals.

   - **Keyword-Level Bids**: Adjust bids at the keyword level to prioritize high-performing keywords and allocate more budget accordingly.

   - **Ad Group and Campaign Bids**: Set bids at the ad group or campaign level to control spending across broader groups of keywords.

6. **Adjust Bids Based on Performance**:
   - Regularly monitor key performance metrics such as click-through rate (CTR), conversion rate, cost per conversion (CPA), and return on ad spend (ROAS).
   
   - Increase bids for keywords or ad groups that are driving valuable traffic or conversions.
   
   - Decrease bids or pause keywords/ad groups that are not performing well or are exceeding your cost targets.

7. **Use Bid Adjustments**:
   - Take advantage of bid adjustments to optimize bids based on factors like device type (mobile vs. desktop), location, time of day, and audience demographics.
   
   - Bid adjustments allow you to increase or decrease bids for specific criteria to reach your target audience more effectively.

8. **Monitor and Refine**:
   - Continuously monitor the performance of your manual bidding strategy.
   
   - Make adjustments to bids based on performance data and market trends to optimize your ad spend and achieve your advertising goals.

### Best Practices for Using Manual Bidding:

- **Start with Keyword Research**: Conduct thorough keyword research to identify relevant keywords with varying levels of competition and search volume.

- **Set Realistic Bids**: Set bids that align with your budget and expected return on investment (ROI). Use historical data and Google's Keyword Planner tool to estimate competitive bids.

- **Monitor Performance Regularly**: Review campaign performance metrics frequently to identify opportunities for bid adjustments and optimization.

- **Use Bid Simulations**: Google Ads provides bid simulations that estimate the impact of bid changes on your ad performance. Use these simulations to make informed bidding decisions.

- **Combine Manual Bidding with Automation**: Consider using automated bidding strategies for some campaigns or ad groups where precise manual adjustments may be challenging or time-consuming.

By following these steps and best practices, you can effectively use manual bidding in Google Ads to control your advertising costs, maximize your return on investment (ROI), and achieve your advertising objectives with greater control and flexibility.