🎯 Target Impression Share vs. Manual CPC | Bidding Strategies Guide Part 4
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- Опубліковано 5 чер 2024
- 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?
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#googleads #googleadsbiddingstrategy - Наука та технологія
hey guys - thanks for these videos.
would you mind updating the google ads course with these videos? it's a bit confusing because in the course you mention different things.
Thank you so much!
Wonderful content! Thanks John. Oh and Kasim, my confession is that I often have a bookcase in the background for my videos but ... I haven't read all the books. My shame.
8:42 showing this example really made me understand what mediocre placement means when we talk about maximize clicks.
Best place to hide a dead body is on the bottom of the search engine lol.
Hi John, thank you for the awesome content ! Really love your videos.
If we're talking about other than Brand campaigns would you still go for Manual CPC without enhanced over another bidding strategy where you can control your CPAs ? Like a Maximized conversion with a TCPA 10€ lower than your desired one/ TROAS ?
I also love Manual CPC but using that bidding strategy by default can sometimes get tough on high spending accounts, what are your recommendations on this ?
Keep it up !
Thanks for the content guys. I agree with you John about Target Impression share, it can get quite expensive trying to bid out the competition when some other strategies would convert at the same rate for much less. Haven't used manual for generic campaigns with broad kw's for a a while now. Gonna start an experiment today...
Let me know how it goes! Manual with Broad has never worked well for me. I always use an automated bidding strategy for broad.
Hi for building material store which bidding strategy the best? Max click or target impresion share or manual? Pls help
Just a question for manual CPC. How do you determine what the default bid should be on the ad group level. And could you please do a video on how you determine the manual CPC bid
Go into your columns and look at the estimated first page, top of page and absolute top of page bid suggestions. But, you have to already be running manual for about 2-5 days before they will not show up as blank.
@@johnmoran5680 Quick question: I'm currently using ECPC. The estimated first position bid is $5.11, and I've set my bid at $6.11. However, when I check my data a few days later, my search impression share is only around 65%. What would be your suggestion in this case?
@@pootheroo Hi Linus! So, the search impressions share is going to be first page, but, also could be lost by budget. What is your Top IS Lost (Rank)?
@@johnmoran5680 Nice to meet you!
It's a low search volume campaign with high competition. Search Lost Top IS (Rank) 65.63%.
Search Lost IS (Budget) is 0%.
@@pootheroo Got it and nice to meet you as well! So, it looks like your still losing search placement by rank. Based on your search Exact IS, you may want to still increase bids on keywords with a high Search Exact IS as that is mostly where your losing rank probably.
But Maximize Conversions will make you pay a click on your own brand for 2$ against 0.04$ on manual or target impressions. Paying 2$ for someone looking for you anyway, its kinda expensive. Especially if there is almost no competition. I also runned some A/B test between Max Con value and Target Impression. Always got better ROAS with Target Impression for a similar volume
Yes, if you dont have anyone bidding on your brand name, that will work great. If you have a lot of competition, manual sometimes pays too much too often because the CPC is higher but, people arent ready to convert.
Your discussion of target impression share is limited to branded campaigns. I’ve not had an issue getting branded Ads ATOP so I don’t use it for that. I’ve used for clients entering a very competitive market with a large number of established competitors to maximize Ad position. Using manual CPC in this situation causes my client’s Ads to wallow in the depths with no chance for the Ads to been seen.