Best Practices for AdWords Bidding

Overview of Best Practices for Bidding

Here are some best practices:

•Choose the bidding strategy that fits your advertising goals. If you're focused on clicks, choose automatic or manual CPC bidding. If you're focused on building awareness of a product or brand on the Google Display Network, choose CPM bidding. If you're focused on a particular customer action, such as leads or purchases, choose the Conversion Optimizer (CPA bidding).

•If you're a newer advertiser and you'd like to use manual CPC bidding, consider using automatic bidding to determine what CPC bids you might want to use. After you use automatic bidding for a few weeks, you can then switch to manual bidding and set your ad group bids to the appropriate levels.

•Implement AdWords Conversion Tracking to see how much conversions cost when you're using various CPC bids.

•Use the bid simulator to see the possible advertising results you could get if you used a different keyword maximum CPC bid. The bid simulator doesn't predict the future, but it estimates the click, cost, and impression data that your ads would have received over the last seven days had you set different keyword-level bids. To see a bid simulation for a keyword, click the bid simulator icon  next to the maximum CPC bid.

•Determine which keywords or placements are giving you the best results. Adjust bids and tailor ads as necessary.