This is the first in our Bidding Strategies Guide series. And it’s not like any other guide you’ve seen before! In this guide, John doesn’t only help you choose the best bidding strategy for your campaign. He also breaks the misconceptions on how Google uses the bidding strategies and why they don’t always work.

First in our series is about what bidding strategies are and how it works. Then, John dives into the first bidding strategy on the list, which is also one of our underutilized bidding strategies, Maximize Clicks.

Google Ads defines Maximize Clicks as the simplest way to bid for clicks—you set a budget, and Google Ads does the rest.

But like anything that Google says, don’t trust its definition and let it “do the rest.” There are things you have to consider and ensure before you use this bidding strategy. Learn what they are and more:

-Misconception: Bidding strategies are not necessarily how to set the bid

-Pros and cons of Maximize Clicks bidding

-Is Maximize Clicks bidding good for Performance Max?

-When to use Maximize Clicks

-What lead generations have to be cautious about when using Maximize Clicks

-Why you shouldn’t use broad match with Maximize Clicks bidding

Maximize Conversions | Bidding Strategies Guide Part 2: https://youtu.be/ahardi5itKA

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 | Guide to Google Ads Bidding Strategies

0:45 What are Bidding Strategies?

2:31 About the Maximize Clicks bidding

6:26 Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists

7:05 What you should be able to identify when using Maximize Clicks

11:53 Points to remember when bidding with Maximize Clicks

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

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

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

a bad part of this bidding strategy.

It does not care convergence command or not.

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

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

We got you.

The most amount of clicks you possibly could have.

That's a bad scenario.

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

So be weary of lead generation campaigns.

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

affect every campaign type.

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

uses these bidding strategies in order to achieve a goal.

Also, depending upon.

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

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

also what the volume is of those people.

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

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

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

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

that's kind of the first portion of it.

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

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

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

into consideration before that bidding strategy was set that bid.

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

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

that we can use as a talking point.

Let's do this here.

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

This is one of our clients here.

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

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

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

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

use them on is on the search network.

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

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

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

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

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

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

maximize clicks can work well.

If we know it's not very competi.

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

against, in our auction insights.

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

That's good.

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

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

to get the placement maximize clicks.

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

For my daily.

It starts small.

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

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

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

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

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

can then go down to three.

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

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

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

It can.

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

daily budget on a specific keyword.

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

conversions come in or not.

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

forcing it into good conversions.

Well, how do you do that?

You look at what is your keyword strategy.

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

high intent search key phrase.

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

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

keyword long tail keyword strategies usually have less competition.

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

we're not gonna go to a good placement.

It's gonna be way too broad.

The automation's not gonna focus on conversions.

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

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

We got you.

The most amount of clicks you possibly could have.

That's a bad scenario.

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

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

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

we're talking really long tail.

As example, we're gonna have less competitors.

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

then that could be very lucrative.

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

amount of click that we can.

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

Rather than hopping in every single day and raising your cost

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

It does that for you.

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

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

maximize clicks will get you there.

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

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

enough to say, is that a good keyword?

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

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

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

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

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

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

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

we know that they've been to our website.

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

That's a very viable strategy.

We know that the people are good.

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

We know that these people are searching.

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

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

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

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

the confines of very specific.

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

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

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

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

because there's only a few people.

The supply is low.

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

demand is our competitors.

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

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

supply, this isn't going to work.

So volume has to be high.

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

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

the volume, little intent, buy shoes.

Ah, more intent, less volume.

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

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

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

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

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

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

Then we wanna look at our match types.

We do not use broad, a maximize click.

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

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

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

is usually like the 80% rule.

Just take that into consideration.

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

That's the 80% rule.

It may work on broad match.

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

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

volume on high 10 key phrases.

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

CPA and is very, very scale.

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

restrictive type of bidding strategy.

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

That's getting too aggressive.

The aggressiveness is controlled and maximize clicks.

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

spend the nice part about this too.

Is it learns.

It's maximized clicks.

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

it knows where to place the bid.

This is a very quick learning, fitting strategy.

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

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

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

So that's maximize clicks.

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

intent to purchase or not.

That's all done by us manually.

It's low placement.

So be weary of lead generation campaigns.

Lead generation campaigns typically work the best with high placement because

on a low placement lead generation.

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

convert with high quality leads.

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

guaranteeing a high placement.

Remember your auction insights, gonna tell you how many people

are fighting for that first spot.

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

the keyword strategy is up to us.

The volume needs to be there.

That's maximized click.

We have created a standard operating procedure for performance max.

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

a, an SOP for performance max.

I'm so excited about this.

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

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