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

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#googleads #googleadsbiddingstrategy

Try using it maximize conversions instead of target search depression chair.

A lot of times you're gonna see more conversions and the same placement.

This is actually one of my least favorite fitting strategies.

So we've sacrificed our global row as to get a first placement on the last

part of the journey that we generated.

Cuz we didn't show up this one's great for lead generat.

It's also great for placement.

It's also great for testing.

It's also great for tons of things.

I love manual.

So sometimes when you're thinking about this holistically, we sometimes

narrow our focus into, okay, we know we need a place hybrid for brand.

I ask everyone to actually take a step back and say, well, why

target search impression share?

Well, actually what used to be called target search impress share.

And now it's just called target impression share.

This is actually one of my least favorite.

Bidding strategies only because it doesn't take into consideration conversions and is

simply going to try to get you placement.

The bad part is though it doesn't work very well and it's less

effective than manual, but also the most of the time that we use this

is when we have a brand campaign.

When we run a brand campaign, a lot of times we choose

target search, press share.

We hit like a hundred percent.

We'll pay up to $4 to get there.

And , we're getting close.

My opinion though, is where you've, nailed your placement.

You've diluted the brand conversion value brand is the easiest to

get converted value and brand.

A lot of times is conversions.

You've driven from your other campaigns.

They came back through the.

So sometimes when you're thinking about this holistically, we sometimes

narrow our focus into, okay, we know we need to place high for brand.

I ask everyone to actually take a step back and say, well, why take a,

actually a more of an approach of, I need to make most money for my brand.

I don't really care about placement.

There will be people out there that just say, no, no, no.

Oh my gosh.

I need to place number one for my brand name that that's gonna happen.

Bar client that sells pet medications for high amount of money.

They like that placement.

Obviously there's a good reason though, is because we have a competitor to spend

six times more bidding on our brand name and it's going to eat our lunch.

If we're not number one, there's reasons to be number one.

Absolutely.

However, I'm still using manual for that.

Still using manual for that client not using target search brochure.

One of the reasons is I need to spend $9,000 a day and it was gonna take

seven days for me just to work back up to the AK that I was at a manual target

search brochure takes time to adjust.

So just know that every you automated being strategy

takes time to adjust manual.

Doesn't it's not automated, but target search brochure.

I like the least, because here's what's gonna happen.

We warmed up traffic that it's gonna.

On the brand name, but because I placed so much emphasis on placement, I've wasted so

much money that I didn't get that return traffic that came into direct or organic,

or I may have missed it in Google ads.

And now my Roaz globally looks bad.

So we've sacrificed our global Roaz to get a first placement on the last

part of the journey that we generated.

cuz we didn't show up.

Back target search fresh share is fine for me.

If you are not limited by budget at all on your brand.

If you maxed out your brand campaign budget, who cares that manual or target

search fresh share, doesn't matter.

You're gonna be number one all the time for everybody.

Perfectly great.

That's fine.

But if, you're not maxed out on your budget, I would choose

maximize conversions or maximize even conversion value for your brand

campaign, because you are gonna bring down your cost requisition.

So ridiculous that your overall account's gonna look great, but you've also can

identify in the click, pass that after you've warmed up that traffic after five

touch points, maximize conversions bit aggressive for that person and nailed the.

Don't stop 90% of the way by just saying like, well, , what's my brand.

And so, Ugh, I just have to have high placement and get less clicks because

I'm paying $8 a click rather than two.

So target search pressure.

We typically use different brand try using it, maximize conversions

instead of target search ion chair.

A lot of times you're gonna see more conversions and the same placement cuz

maximize conversions is aggressive.

It's just gonna go to that top placement, but it's also going to focus on convers.

So make sure that you can at least just kind of tie the end of the story together

that you built for the client by not necessarily just hiding at the last step.

It's good and more note manual CPC.

This one's great for lead generation.

It's also great for placement.

It's also great for testing.

It's also great for tons of things.

I love manual CPC.

When you set a manual CPC, there's two things that you can choose.

Manual CPC with enhanced manual CPC without enhanced manual

CPC with enhanced will go over.

Your set CPC.

It just be over 250%.

Now it's like, , whatever Google wants, you can set $10 bid and

get a $48 click that will happen.

So know that when you are testing manual CPC with enhanced

CPC, This is not a glitch.

I'm interrupting because I need to remind you that I'm always looking

for people to join our team.

So if you're passionate about Google ads and you wanna work with the best

Google ads agency on the planet, please go to so late.com/apply.

Speaking of working with the best Google ads agency on the planet, if you're having

trouble with Google ads and you want professional help, that's what we do.

You can go to.

So lake.com that's S O L eight.com to apply for your

free no obligation action plan.

And if I've.

Any level of value at all.

Maybe think about giving me a thumbs up and subscribe your channel.

That's how we choose the YouTube algorithm.

So they actually know that I know what I'm talking about.

If you have questions, comments, concerns, or confessions hit

me below in the comments.

And now back to your regularly scheduled program, whether it's focusing on

conversions or conversion value, it'll still sometimes be too aggressive.

It's kind of like maximize conversions.

You just set the minimum.

It can go down to essentially.

So manual CPC without enhanced, a lot of times is a better way to use manual.

Because you are not going to allow maximize conversions to kick

in shooting your bid too high.

So understand the manual is very, very high controlled.

It's not conversion and audience based without enhanced with enhanced

it's audience based and it's conversion focused without enhanced.

It's just placement period.

How much do you wanna.

For a potentially relevant or irrelevant user or to be placed

in that area that you wanna be in.

So that's where manual CPC is good and bad.

A lot of times we usually just throw on manual.

We're like, yeah, just toss on enhanced.

It'll take care of any mistakes that I made because I've been too

low or a bit too high, enhanced will enhance will control it.

Well, now you're using maximize convergence pretty much.

So just know that if you actually really wanna use manual, leave enhanced off.

If you wanna set manual and say, Hey, I need to be at least number

three on the page, but I can go higher, then leave enhanced on.

But if you're like, Hey, I need to be, , at least three on the

page, but I don't wanna spend too much leave it enhanced off.

Just know that, that little ticker right here, this one basically

turns on maximize conversions.

But it won't start too low.

It'll say, Hey, okay.

We need to spend at least 15, but I can go up to a thousand for my click.

Turning this off means, Hey, I can spend 15.

It will not go up to 16.

This is good.

If you wanna test like your own manual version of maximize clicks,

start at five and go up to 6, 7, 8.

You can't test maximize clicks scenario with enhanced on cuz

you're gonna start at five.

It's gotta go to 12.

You're like, well, crap.

Now manual's not manual anymore.

It just started at where you wanted it.

So I like manual CPC.

Typically.

I like it first search campaigns because I can place myself where

I need to be visible for a person that's doing a very specific search.

So like for us, if we wanted to show up for like best PPC agency or best

Google as agency, I'm not spending the highest amount I could, I'm spending,

I'm starting, I think at like 45.

Dollars a click and that $45 a click is getting us as example here.

So you say best PBC agency.

We're here.

If I wanna spend 80, I'll be above black propeller, but I can get two

clicks here for my one click here.

I get more volume for my same daily aspect.

Perfect.

So just know that when you're running the.

When you're running a manual CPC with enhanced, I can actually sometimes

place number one, if I get the expensive click, but I might get a conversion.

So manual CP is really, really good for that hot top place.

But if I was on maximized clicks, I would be down here and I may never actually

even go higher because there's enough traffic down here to get me clicks.

So that's, where manual is really, really good is the good placement

that, you know, and just everyone asks themselves, honestly, if you've ever

searched for anything in your life.

And if jumped right down to the bottom of the page said,

this is where I'm gonna start.

Doesn't happen.

So know the manual CPCs, really good to get that good brand

awareness on keywords that you want.