What You Will Learn

  • Determine a bid strategy based on your goals

    Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions or views you can determine which strategy is best for you.

  • Target impression share bidding:

    a Smart Bidding strategy that automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page or anywhere on the page of Google search results.


Smart bidding is a set of automated bid strategies that use machine learning to optimize for Google Ads campaign for conversions during the auction.

Average cost per acquisition/action (CPA) is the average amount you are willing to spend on an ad to get a converision. This is done by dividing the total cost of conversions by the total number of conversions.

This is a form of smart bidding that utilizes a variety of signals during auction like demographics, browser, location, and time of day to tailor bids to a user’s unique context.

Is another smart bidding strategy that helps you get more conversion value at the target return-on-ad-spend you set.

A bidding strategy that uses advanced machine learning to automatically optimize bids to help get the most conversions for your campaign while spending your budget.

Bidding strategy that offers auction-time bidding capabilities that tailor bids for each auction. It allows you to define the value that you want to maximize, such as sales revenue or profit when you set up conversion tracking for your account.

You can make use of two cost-per-click bid strategies to achieve your goals: Maximize Clicks Manual CPC bidding:

A bidding strategy that allows you to set a daily budget and let the Google Ads system automatically manages your bids to bring you the most clicks possible within your specified budget.

Manual CPC lets you manage your Google Ads bids yourself. Allowing you to set different bids for each ad group in your campaign, or for individual keywords or placements depending on which ones are more profitable.

A smart bidding strategy with the goal of showing your ad on the absolute top of the page and anywhere on the page of Google search results by automatically setting the bids for you to achieve your impression share goal across all campaigns.

Bryan Casson Managing Director

Bryan Casson – Managing Director

One of South Africa’s leading SEO experts residing in Johannesburg, South Africa. In 1998, Bryan started his SEO journey and after years of building experience, Casson Media was founded in 2009.

Do you still have questions?
Give Casson Media a call on +27 67 114 8164 (Call or WhatsApp) or email us here.