John talks about his least favorite bidding strategy and the bidding strategy that’s great for lead generation, placement, and a whole lot of other things that can help scale your business.
In Part 3 of our Bidding Strategies Guide series, John discusses Target impression share and Manual CPC bidding. He shares when and how to use them, including:
-The lessons and strategies he learned after sacrificing ROAS for placement with Target impression share bidding
-Placement is key but you don’t always have to be number one
-The difference between Manual CPC with and without Enhanced CPC
PS: This Bidding Strategies Guide series is from an internal Solutions 8 training. And we’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍
0:00 Intro | Target Impression Share vs. Manual CPC: Bidding Strategies Guide Part 4
0:44 Why Target impression share is John’s least favorite bidding strategy
3:13 When to use Target impression share bidding strategy
4:30 Manual CPC is great for lead generation
6:03 Is it better to use Manual CPC with or without Enhanced CPC?
🎯 Guide to Google Ads Bidding Strategies:
Guide to Google Ads Bidding Strategies Part 1 | Maximize Clicks: https://youtu.be/QSsNj1XHJS4
Maximize Conversions | Bidding Strategies Guide Part 2: https://youtu.be/ahardi5itKA
🎯 Maximize Conversion Value | Bidding Strategies Guide Part 3: https://youtu.be/_sVoyy3xaOk
This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/
🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8
https://youtu.be/_mOv9_qrtpg
https://youtu.be/syadgcDVntU
🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw
🔎 Other Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:
https://youtu.be/9TziUBrF_hs
Apply here: https://sol8.com/apply/
💯The Ultimate Guide to Google Ads for Lead Generation:
https://sol8.com/google-ads-lead-gene...
🛒 Everything you need to know about Google Ads for eCommerce:
https://sol8.com/google-ads-for-ecomm...
🧲 The only guide you’ll ever need for Google Ads for YouTube:
https://sol8.com/google-ads-for-youtube/
Join this channel to get access to perks, including the Friday Google Ads Live Q&A member chat:
https://www.youtube.com/channel/UCKuk...
👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/
--------------------------------------------------
👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/
--------------------------------------------------
Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk...
--------------------------------------------------
👉 Want to become a Google Ads expert?
We've demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!
Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/
--------------------------------------------------
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://bit.ly/sol8-home
⬇️️ You can find us here ⬇️️:
Website: https://bit.ly/sol8-home
Twitter: https://twitter.com/solutions_8
Facebook: https://www.facebook.com/solutions8llc
LinkedIn: https://www.linkedin.com/organization...
#googleads #googleadsbiddingstrategy
Try using it maximize conversions instead of target search depression chair.
John:A lot of times you're gonna see more conversions and the same placement.
John:This is actually one of my least favorite fitting strategies.
John:So we've sacrificed our global row as to get a first placement on the last
John:part of the journey that we generated.
John:Cuz we didn't show up this one's great for lead generat.
John:It's also great for placement.
John:It's also great for testing.
John:It's also great for tons of things.
John:I love manual.
John:So sometimes when you're thinking about this holistically, we sometimes
John:narrow our focus into, okay, we know we need a place hybrid for brand.
John:I ask everyone to actually take a step back and say, well, why
John:target search impression share?
John:Well, actually what used to be called target search impress share.
John:And now it's just called target impression share.
John:This is actually one of my least favorite.
John:Bidding strategies only because it doesn't take into consideration conversions and is
John:simply going to try to get you placement.
John:The bad part is though it doesn't work very well and it's less
John:effective than manual, but also the most of the time that we use this
John:is when we have a brand campaign.
John:When we run a brand campaign, a lot of times we choose
John:target search express share.
John:We hit like a hundred percent.
John:We'll pay up to $4 to get there.
John:And getting close.
John:My opinion though, is where you've nailed your placement.
John:You've diluted the brand conversion value brand is the easiest to
John:get converters value and brand.
John:A lot of times is conversions.
John:You've driven from your other campaigns.
John:They came back through the.
John:So sometimes when you're thinking about this holistically, sometimes
John:narrow our focus into, okay, we know we need to place high for brand.
John:I ask everyone to actually take a step back and say, well, why take
John:actually a more of an approach of, I need to make most money for my brand.
John:I don't really care about placement.
John:There will be people out there that just say, no, no, no.
John:Oh my gosh.
John:I need to place number one for my brand name that's gonna happen.
John:Bar client that sells pet medications for high amount of money.
John:They like that placement.
John:Obviously there's a good reason though, is because we have a competitor to spend
John:six times more bidding on our brand name and it's going to eat our lunch.
John:If we're not number one, there's reasons to be number one.
John:Absolutely.
John:However, I'm still using manual for that.
John:Still using manual for that client not using target search brochure.
John:One of the reasons is I need to spend $9,000 a day and it was gonna take
John:seven days for me just to work back up to the AK that I was at a manual target
John:search brochure takes time to adjust.
John:So just know that every you automated being strategy
John:takes time to adjust manual.
John:Doesn't it's not automated, but target search brochure.
John:I like the least, because normally what this means is we're gonna
John:take a here's what's gonna happen.
John:We warmed up traffic that it's gonna.
John:On the brand name, but because I place so much emphasis on placement, I've wasted so
John:much money that I didn't get that return traffic that came into direct or organic,
John:or I may have missed it in Google ads.
John:And now my Roaz globally looks bad.
John:So we've sacrificed our global Roaz to get a first placement on the last
John:part of the journey that we generated.
John:cuz we didn't show up.
John:Max target search fresh share is fine for me.
John:If you are not limited by budget at all on your brand, if you maxed out your brand
John:campaign budget, who cares that manual org target search fresh share, doesn't matter.
John:You're gonna be number one all the time for everybody perfectly great.
John:That's fine.
John:But if you're not maxed out on your budget, I would choose maximize
John:conversions or maximize even conversion value for your brand
John:campaign, because you are gonna bring down your cost requisition.
John:So.
John:That your overall account's gonna look great, but you've also can identify in
John:the click, pass that after you've warmed up that traffic after five touch points,
John:maximize conversions bit aggressive for that person and nailed the sale.
John:So don't stop 90% of the way by just saying like, well, it's my brand.
John:And so, I just have to have high placement and get less clicks because
John:I'm paying $8 a click rather than two.
John:So target search fresh year, we typically use different brand.
John:Try using it maximize conversions instead of target search impression chair.
John:A lot of times you're gonna see more conversions and the same placement because
John:maximize conversions is aggressive.
John:It's just gonna go to that top placement, but it's also
John:going to focus on conversions.
John:So make sure that you can at least just kind of, tie into the story together
John:that you built for the client by not necessarily just hiding at the last step.
John:It's good and word note, manual CPC.
John:This one's great for lead generation.
John:It's also great for placement.
John:It's also great for testing.
John:It's also great for tons of things.
John:I love manual CPC.
John:When you set a manual CPC, there's two things that you can choose.
John:Manual CPC with enhanced manual CPC without enhanced manual
John:CPC with enhanced will go over.
John:your set CPC.
John:It just be over 250%.
John:Now it's like, whatever Google wants, you can set $10 bid and
John:get a $48 click that will happen.
John:So know that when you are testing manual CPC with enhanced
John:CPC, This is not a glitch.
John:I'm interrupting the video you're watching because I need to remind
John:you that I'm always looking for people to join our team.
John:So if you're passionate about Google ads and you wanna work with the best
John:Google ads agency on the planet, please go to so late.com/apply.
John:Speaking of working with the best Google ads agency on the planet, if you're having
John:trouble with Google ads and you want professional help, that's what we do.
John:You can go to.
John:So lake.com that's S O L eight.com to apply for your
John:free no obligation action plan.
John:And if I've given.
John:Any level of value at all.
John:Maybe think about giving me a thumbs up and subscribe our channel.
John:That's how we choose the YouTube algorithm.
John:So they actually know that I know what I'm talking about.
John:If you have questions, comments, concerns, or confessions hit
John:me below in the comments.
John:And now back to your regularly scheduled program, whether it's focusing on
John:conversions or conversion value, it'll still sometimes been too aggressive.
John:It's kind of like maximize conversions.
John:You just set the minimum.
John:It can go down to essentially.
John:So manual CPC without enhanced, a lot of times is a better way to use manual.
John:Because you are not going to allow maximize conversions to kick
John:in shooting your bid too high.
John:So understand the manual is very, very high controlled.
John:It's not conversion and audience based without enhanced with enhanced
John:it's audience based and it's conversion focused without enhanced.
John:It's just placement period.
John:How much do you wanna.
John:For a potentially relevant or irrelevant user for, to be placed
John:in that area that you want to be in.
John:So that's where manual CPC is good and bad.
John:A lot of times we usually just throw on manual.
John:We just like, just toss on enhanced.
John:it'll take care of any mistakes that I made because I've been too
John:low or a bit too high, enhanced will enhance will control it.
John:Well, now you're using maximize convergence pretty much.
John:So just know that if you actually really wanna use manual, leave enhanced off.
John:If you wanna set manual, say, Hey, I need to be at least number
John:three on the page, but I can go higher, then leave enhanced on.
John:But if you're like, Hey, I need to be, at least three on the page, but I don't wanna
John:spend too much leave it enhanced off.
John:Just know that little ticker right here, this one basically
John:turns on maximize conversions.
John:But it won't start too low.
John:They'll say, Hey, okay.
John:We need to spend at least 15, but I can go up to a thousand for my click.
John:Turning this off means, Hey, I can spend 15.
John:It will not go up to 16.
John:This is good.
John:If you wanna test like your own manual version of maximize clicks,
John:start at five and go up to 6, 7, 8.
John:You can't test maximize clicks scenario with enhanced on cuz
John:you're gonna start at five.
John:It's gotta go to 12.
John:You're like, well, crap.
John:Now manual's not manual anymore.
John:It just started at where you wanted it.
John:So I like manual CPC.
John:Typically.
John:I like it first search campaigns because I can place myself where
John:I need to be visible for a person that's doing a very specific search.
John:So like for us, if we wanted to show up for like best PPC agency or best
John:Google as agency, I'm not spending the highest amount I could, I'm spending,
John:I'm starting, I think at like 45.
John:Dollars a click and that $45 a click is getting us as example here.
John:So you say best PBC agency.
John:We're here.
John:If I wanna spend 80, I'll be above black propeller, but I can get two
John:clicks here for my one click here.
John:I get more volume for my same daily aspect.
John:Perfect.
John:So just know that When you're running a manual CPC with enhanced, I can
John:actually sometimes place number one, if I get the expensive click,
John:but I might get a conversion.
John:So manual CP is really, really good for that hot top place.
John:But if I was on maximized clicks, I would be down here and I may never actually
John:even go higher because there's enough traffic down here to get me clicks.
John:So that's where manual is really good is the good placement that,
John:you know, and just everyone asks themselves, honestly, if you've ever
John:searched for anything in your life.
John:And if jumped right down to the bottom of the page said,
John:this is where I'm gonna start.
John:Doesn't happen.
John:So know the manual CPCs, really good to get that good brand
John:awareness on keywords that you want.
John:I wanna pause there.
John:Hey, everyone.
John:All right, today, we're gonna be doing something different.
John:It's gonna be kind of like a we're gonna call it the devil's advocate video.
John:So this video . Yeah.
John:Right.
John:And this video is spawn from actual feedback from our clients and some
John:people that are not our clients.
John:The question is.
John:Why do I bid on brand name?
John:I don't want brand come in to performance.
John:Max.
John:I don't want brand to come into my brand command at any high level.
John:I'm gonna get those people anyway that were gonna find me anyway.
John:They're my existing customers.
John:I don't wanna pay for those.
John:And I don't think that I should, should have to pay for 'em.