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Google Search Network campaign is a text ad service that enables businesses of all sizes to gain visibility, engagement, and conversion. Ads on the Google Search Network show across Google’s search engine, search-related websites, and apps (map, Play Store, shopping). These ads also pop up across other search engines in partnership with Google.
How can my business generate sales from the Google search campaign?
To drive sales to your business through the search network, you need to pay good attention to your ad copy and keyword theme. These two can put all your efforts and money to waste when done incorrectly.
That said, you also need to select the right bidding strategy to ensure you get the most returns from your investment.
What is a bidding strategy?
Google auctions its ad slots on the Search Network to advertisers. When you set up your ad, your keywords, budget, and bidding strategy determine your ad ranking on various terms, how, and where you are ranked.
In other words, bid strategy is a metric that allows Google to determine:
- Where your ad appears on the search engine result page (from top to bottom),
- The area of performance Google ad focuses on to drive maximum returns on your investment (ROI),
- And when to charge you.
In the Google Search Network, there are 7 bid strategies you can choose from for sales generation.
Manual Cost Per Click gives you total control over your budget, targeting, and ad performance monitoring. It allows you to determine what works for you by testing and monitoring your keywords and ad performance.
This makes it an excellent place for new businesses to learn Google Ads and experience advertisers running multiple ad campaigns to optimise conversion.
Manual CPC requires lots of time and attention. It also limits you from using all the known and unknown metrics accessible to Google’s automated algorithm.
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This tells Google how much you want to spend for each customer Google brings your way – Cost Per Acquisition (CPA).
Here, you set the amount you value for each customer. Then Google optimises your ad to get as many consumers as your CPA and overall budget permits.
This metric is best suited for people with past ad campaign data and conversion tracking enabled to ensure they get profitable returns and avoid losing money.
This means target Returns On Ad Spend.
With this strategy, you’re telling Google the returns you want for each Ad spend (the money you pay for ad placement). So, suppose you set your target revenue to be $50 for each $10 ad spend. In that case, Google will optimise your ad to get the maximum conversion value. This is calculated in percentages and is best for those with already existing marketing data.
This strategy without past ad campaign data and conversion tracking enabled can be disastrous for your ad goal. Google won’t have the data it needs to make smarter decisions on your ad to bring the highest value in returns.
Maximize Conversion is a simple strategy that allows Google to bring the most sales for your budget.
Here, you only set your average daily budget and leave the rest to Google. The ad platform will run your ad to give you the most sales at the lowest cost.
So, if your daily budget is $30, Google will avoid keyword bids that cost $30 and above. But this doesn’t mean it won’t increase your bid on terms that cost higher than you wish (not up to the $30) if it deems those keywords highly profitable for your sales goal.
Simply, this is you telling Google to get you the maximum number of clicks your ad can get on your daily budget. Targeting Maximize Clicks is one of the least preferred methods for sales generation. It doesn’t guarantee that you get clicks from serious consumers or consumers at all.
Here, Google only focuses on exhausting your budget to get the most clicks possible.
Maximum Conversion Value
MCV is similar to target ROAS with respect to total sales per total ad spend. The difference here is that Google’s algorithm determines the value, not you. Once you set up your ad cost, Google will run your ad bid to bring in the most returns on your investment.
Due to its nature, it is vital that you have previous ad campaign data to allow this strategy to work. Also, you should enable conversion tracking to guarantee Google uses its vast pool of data to make intelligent decisions on your ad.
As a business new to Adword, this strategy is the least suitable for your sales generation efforts.
Target Impression Share
TIS is an ad metric that focuses on impression (appearance on the search result page). With this, you tell Google that you want to get the most visibility out of your budget for the keywords you’re ranking for. It’s calculated in percentages with a success rate determined by other Google ads and ad groups. This makes it one of the least likely strategies to lead to sales generation.
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Frequently asked questions
Target Impression Share is a smart bidding strategy that boosts ad views for brand awareness. Learn how to implement it here.
Target ROAS improves your ad to achieve the desired profit from your investment. It is usually calculated as a percentage, but it requires conversion tracking, historical data, and realistic expectations. You can click here to learn more.
Manual cost per click (CPC) is a fully manual ad campaign strategy, where you have complete control over your ad performance. This also means that you have to pay close attention to your chosen keywords. Click here to learn more.