Google Ads Bidding Strategies Guide Part 1: Maximize Clicks

John: 00:00:11

So I think that there's some common misconceptions that not necessarily

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within solutions eight, but just in the ecosystem as a whole of how Google uses

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the bidding strategies and why they sometimes will and will not work, have

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a bad part of this bidding strategy.

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It does not care convergence command or not.

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So I was gonna say you got a thousand irrelevant clicks yesterday for

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shoes and your search terms don't make sense, but we did our job.

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We got you.

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The most amount of clicks you possibly could have.

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That's a bad scenario.

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It's a bad way to use the bidding strip, low placement.

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So be weary of lead generation campaigns.

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We're gonna be talking about bidding strategies and how they

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affect every campaign type.

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And I want everyone to develop a deep understanding of how Google

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uses these bidding strategies in order to achieve a goal.

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Also, depending upon.

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What Google knows about the people, what channel they know most about the people,

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how we use that channel to find the type of people that we're wanting to find, and

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also what the volume is of those people.

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I think that there's some common misconceptions that not necessarily

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within solutions eight, but just in the ecosystem as a whole of how Google

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uses the bidding strategies and why they sometimes will and will not.

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So bidding strategies are not necessarily how to set the bid.

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that's kind of the first portion of it.

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But the reason as to why Google was set a specific bid for a person

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goes much deeper than just do we spend $10, a click or $5 a click.

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There's a lot larger of a subset of information that is taken

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into consideration before that bidding strategy was set that bid.

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And so that's what we're gonna be talking about today.

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I'm gonna share screen on just a campaign that has bidding strategies

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that we can use as a talking point.

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Let's do this here.

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I'm just gonna grab a search campaign for fun and we'll start there.

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This is one of our clients here.

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And this is a search campaign now going through each one of these.

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We'll want to talk about these individually and also buy campaign.

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Maximize clicks does work really well, but a few things had to be taken into

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consideration before you use maximize clicks, typically, what I like to

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use them on is on the search network.

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When we have exact match key phrases or key phrases that are well performing

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in phrase match, these do not work well with broad keywords, reason being.

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Is that broad keywords are best used with a bidding strategy focused on conversions,

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whether that be a conversion action like a eCommerce or a lead generation.

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That's a different topic that we'll talk to soon maximize clicks.

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What this is going to do is favor cheap traffic at a mediocre placement,

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maximize clicks can work well.

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If we know it's not very competi.

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What I mean by that is if we have only, two people we're going up

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against, in our auction insights.

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It means by default, we'll probably get the third spot that's at the top.

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That's good.

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We don't necessarily need to use maximize conversions to row as like

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a maximize version value type of bidding charge, even manual to try

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to get the placement maximize clicks.

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What it will do is it says how sheep can I bid to get the most amount of click.

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For my daily.

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It starts small.

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It start actually at one penny per click, and then work its way

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up until it hits a point where it hits a diminishing return, meaning.

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I went from a hundred clicks to 200 clicks cuz my position got better.

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Even though my CPC increased, then 300 clicks, then 400 clicks.

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But then once your CPC crosses a specific threshold, 400 clicks

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can then go down to three.

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Because I've spent more per click for my daily budget that now I'm losing clicks

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that goes against the bidding strategy was a bidding strategy, maximizing the clicks.

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So I'll drop that CPC to get more clicks and it finds the best position.

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It can.

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For the cheapest amount of money you can to get the most clicks within your

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daily budget on a specific keyword.

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Now the bad part of this bidding strategy, it does not care if

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conversions come in or not.

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That's where we need to use our strategies and our insights into

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forcing it into good conversions.

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Well, how do you do that?

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You look at what is your keyword strategy.

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If your keyword strategy is focusing on good bottom of the funnel,

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high intent search key phrase.

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Then this could work really well, especially if it's not very

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competitive, which we can force ourself into because the bottom of the

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keyword long tail keyword strategies usually have less competition.

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If you're looking at shoes, that's gonna have a high amount of competition and

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we're not gonna go to a good placement.

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It's gonna be way too broad.

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The automation's not gonna focus on conversions.

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So it's gonna say you got a thousand irrelevant clicks yesterday for

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shoes and your search terms don't make sense, but we did our job.

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We got you.

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The most amount of clicks you possibly could have.

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That's a bad scenario.

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It's a bad way to use the bidding strategy.

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The good way to use bidding strategy is purchase red shoe.

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I'm using a bad example, but, or purchase red high heel, like

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we're talking really long tail.

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As example, we're gonna have less competitors.

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We're also gonna have less volume, but if we can get a decent placement,

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then that could be very lucrative.

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Cuz now our ROAS is gonna be higher because we're paying a littlest

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amount of click that we can.

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This fitting strategy is very close to manual, but in an automated.

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Rather than hopping in every single day and raising your cost

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for click 30 cents or every hour, raising your cost for click 10 cent.

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It does that for you.

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John: 00:06:02

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below in the comments and now back to your regularly scheduled program.

John: 00:06:29

So if you're going to use a manual bidding strategy you're trying

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to find a good enough placement for the cheapest amount of cost

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maximize clicks will get you there.

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Your keyword strategy on manual and maximize clicks will, should be the same.

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If you're trying to focus on a high amount of volume, we have to be smart

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enough to say, is that a good keyword?

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That if Google's not going to look at the user's intent, Do we know that the user's

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intent if they type this keyword search in is high enough that we don't need Google's

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algorithm to lean on allowing Google, to choose who this is going to go to.

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We choose who it's gonna go to by our keyword strategy.

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And also if we wanna overlay audiences and do a bit adjustment based on who they are.

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Like an R let's say for example, maximize clicks would work great on an RS.

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Because we're using all of our keywords that we know people have searched, and

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we know that they've been to our website.

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We just, let's just try to get as many people back.

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That's a very viable strategy.

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We know that the people are good.

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Why it's in RLSA it's a marketing list for search ads.

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We know that these people are searching.

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We know they've already been the website, the intents already been proven there.

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This is a good biggest strategy for is one of our underutilized bidding strategies.

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I don't know of any account off the top of my head that uses maximize.

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This is why I think this is gonna do to explore, but in, in

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the confines of very specific.

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Mindsets where we have to look at is the volume high.

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That's the first thing we have to look at.

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If the volume is not high enough, maximize click will not work well

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because we don't get to pick and choose who is clicking on our ads

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because there's only a few people.

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The supply is low.

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When the supply is low, the demand is high, which means

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demand is our competitors.

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We have a high demand to get those people cuz the supplies low it's limited.

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If we're gonna focus on low placement, when there's a lot of demand and little

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supply, this isn't going to work.

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So volume has to be high.

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That keyword that we're focusing on has to be high intent.

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When you take an consideration, a high intent keyword, you're going to reduce

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the volume, little intent, buy shoes.

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Ah, more intent, less volume.

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Using Google keyword planner is going to give us that tool and that insight also

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just using Google trends or doing Google searches and seeing the other different

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types of searches that are out there to build that keyword strategy, kind of going

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back to basics to building that keyword strategy is gonna be gonna be good.

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But first we need a high amount of volume for a high intent key phrase.

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Those are the two things that we'll need first.

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Then we wanna look at our match types.

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We do not use broad, a maximize click.

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When I'm saying absolutes, assume my absolute means 80 to 90% of the time.

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there's gonna be times where it's like, wait a minute.

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No, I've used maximized six, but I want time in work, but this

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is usually like the 80% rule.

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Just take that into consideration.

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The high intent, high volume for that keyword on phrase match or exact match.

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That's the 80% rule.

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It may work on broad match.

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We'll explain why, what we get to talk about match types.

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Maximize clicks can be good if you're getting a high amount of

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volume on high 10 key phrases.

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This will a lot of time give you either a good row as, or a good

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CPA and is very, very scale.

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because we're not limiting ourselves with a bid strategy that is a

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restrictive type of bidding strategy.

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And we're not overshooting our budget with an expansive bidding strategy.

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That's getting too aggressive.

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The aggressiveness is controlled and maximize clicks.

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And the only thing that we need to scale is simply add in more ad

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spend the nice part about this too.

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Is it learns.

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It's maximized clicks.

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It doesn't need a 14 day historical average of a user's activity before

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it knows where to place the bid.

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This is a very quick learning, fitting strategy.

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It's a quick learning and it's quick scale, but it's a slimmer chance

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of success because we have to have a high amount of volume on a high

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intent keyword that does not have an insane amount of competitive.

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So that's maximize clicks.

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It's manual means there's no automation built in for a user's

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intent to purchase or not.

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That's all done by us manually.

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It's low placement.

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So be weary of lead generation campaigns.

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Lead generation campaigns typically work the best with high placement because

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on a low placement lead generation.

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Good quality leads just don't skip down to the bottom and then

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convert with high quality leads.

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Lead generation doesn't work that well unless there's low competition

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guaranteeing a high placement.

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Remember your auction insights, gonna tell you how many people

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are fighting for that first spot.

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So if there's only two great maximize clicks could work, it's

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the keyword strategy is up to us.

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The volume needs to be there.

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That's maximized click.

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We have created a standard operating procedure for performance max.

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And when I say we, I mean, John really John has created

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a, an SOP for performance max.

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I'm so excited about this.

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I think it's a massive, big gaping hole in the industry.

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As of yet, there's really no scaffolding around the decisions that you're making.