{"id":608707,"date":"2024-02-14T18:00:00","date_gmt":"2024-02-14T15:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-each-google-ads-bid-strategy-influences-campaign-success\/"},"modified":"2024-02-14T18:00:00","modified_gmt":"2024-02-14T15:00:00","slug":"how-each-google-ads-bid-strategy-influences-campaign-success","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/","title":{"rendered":"#How each Google Ads bid strategy influences campaign success"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28ce3d9be2b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28ce3d9be2b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#Learn_when_and_how_to_apply_Manual_CPC_Maximize_Clicks_Target_Impression_Share_and_Smart_Bidding_to_meet_your_Google_Ads_campaign_goals\" >Learn when and how to apply Manual CPC, Maximize Clicks, Target Impression Share, and Smart Bidding to meet your Google Ads campaign goals.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#1_Manual_CPC\" >1. Manual CPC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#2_Maximize_Clicks\" >2. Maximize Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#3_Target_Impression_Share\" >3. Target Impression Share<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#4_Smart_Bidding_and_why_I_prioritize_it\" >4. Smart Bidding (and why I prioritize it)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#Maximize_Conversions_Target_CPA_and_Maximize_Conversion_Value_Target_ROAS\" >Maximize Conversions (Target CPA) and Maximize Conversion Value (Target ROAS)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#Finding_the_sweet_spot_for_a_ROAS_or_CPA_target\" >Finding the sweet spot for a ROAS or CPA target<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#Value-based_bidding\" >Value-based bidding<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-each-google-ads-bid-strategy-influences-campaign-success\/#Match_bid_strategy_to_your_campaigns_goals\" >Match bid strategy to your campaign\u2019s goals<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_when_and_how_to_apply_Manual_CPC_Maximize_Clicks_Target_Impression_Share_and_Smart_Bidding_to_meet_your_Google_Ads_campaign_goals\"><\/span>Learn when and how to apply Manual CPC, Maximize Clicks, Target Impression Share, and Smart Bidding to meet your Google Ads campaign goals.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nEven experienced PPC advertisers can struggle with bid strategies in Google Ads.<\/p>\n<p>There are over half a dozen options, each serving different objectives and use cases. You can easily lose track of when to use what.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Each bid strategy gives Google\u2019s systems a different mandate around spend, target metrics and profit. <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> buyers constantly bounce from one bid strategy to the next, and it\u2019s not uncommon for a campaign to switch between strategies depending on where it\u2019s at in the lifecycle.<\/p>\n<p>Save this guide as your main resource for understanding which bid strategies to use, when and how to use them, and why they\u2019re important.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-manual-cpc\"><span class=\"ez-toc-section\" id=\"1_Manual_CPC\"><\/span>1. Manual CPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Manual cost-per-click (CPC) bidding is not really a place that I believe most campaigns want to stay, but it has two clear uses.<\/p>\n<p>First is brand campaigns, where the goal is less about performance and more about making sure that searches for your brand end up on your website, not those of your competitors. With brand campaigns, you want to capture a certain amount of impression share.<\/p>\n<ul>\n<li>How many searches are there for my brand each month?<\/li>\n<li>Am I showing up at least 80-90% of the time?<\/li>\n<li>Am I capturing and profiting from these queries?<\/li>\n<\/ul>\n<p>In my experience, you\u2019re better off with Phrase and Exact Match when using manual bidding, while limiting Broad Match to just a few very relevant terms.<\/p>\n<p>Broad Match is much more liberal and when you combine that with Smart Bidding, Google knows which of the 100 people searching for the same keyword are most likely to convert. They can tweak those bids in real time.<\/p>\n<p>The other use case for Manual CPC is low-volume keywords, typically in lead generation campaigns. When you\u2019re running a Search campaign and trying to stay profitable, but you don\u2019t have a large budget and or a large enough data signal, manual bidding often works well.<\/p>\n<p>If your budget is $50 a day and you start bidding $7 per click, and you see that you\u2019re spending the full $50 a day, you can bid less per click. If that works, you keep lowering your bid until you see that Google is no longer spending the full budget. That\u2019s when you know to push back in the other direction.<\/p>\n<p>In those cases where you\u2019re using manual bidding, it\u2019s important to look at performance by device or time of day to see if you need to implement specific bid adjustments. I typically do this until I have enough conversion volume, and then I try to switch to Maximize Conversions or Target CPA.<\/p>\n<p>Even with a limited budget, sufficient conversion data is my barometer for deciding to move to Smart Bidding. If I\u2019m on manual bidding several months or years into a campaign\u2019s lifetime, it\u2019s because there truly are no better options.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-maximize-clicks\"><span class=\"ez-toc-section\" id=\"2_Maximize_Clicks\"><\/span>2. Maximize Clicks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I use Maximize Clicks out of the gate when I want a campaign to simply spend its budget: Shopping, Search, and Dynamic Search. When I want to collect conversion data and speed up the learning process, I set it to Maximize Clicks for a few weeks.<\/p>\n<p>The difference between Manual CPC and Maximize Clicks is the latter doesn\u2019t give Google any limitations on how much to bid. You can set a bid cap, but the idea of this bid strategy is to simply exhaust a daily budget and get as many clicks as possible.<\/p>\n<p>I recommend using it sparingly \u2013 only when your goal is to push traffic to collect data.<\/p>\n<p>That being said, you might find it useful for upper-funnel campaigns focused on prospecting, such as Demand Gen or even certain Search campaigns where you want to generate new traffic from specific audiences.<\/p>\n<p>Remember to take those results with a pinch of salt, because this bid strategy has no guardrails on the quality of clicks.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Bidding and bid adjustments in paid search campaigns<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-target-impression-share\"><span class=\"ez-toc-section\" id=\"3_Target_Impression_Share\"><\/span>3. Target Impression Share<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Target Impression Share has only one use case, in my opinion: Branded search. I\u2019m sure there are other scenarios where it makes sense to different folks.<\/p>\n<p>The goal of branded search is maintaining visibility \u2013 you don\u2019t want that traffic to wind up on a competitor\u2019s site. If the traffic converts, it converts; Smart Bidding is not really going to influence the level of intent.<\/p>\n<p>When you show up 90% of the time and capture 90% of clicks, there\u2019s no reason to use a CPA or ROAS target. Both of those will push aggressively and make you pay more for a click that you can buy for much less.<\/p>\n<p>Again, make sure you\u2019re only using Phrase and Exact Match, or the system will go overboard.<\/p>\n<p>Don\u2019t use this strategy if the play is to get more of your competitor\u2019s impression share. Bidding on your own brand means you have high relevance, so you get cheaper CPCs than your competitors.<\/p>\n<p>Now flip that equation: You don\u2019t have high relevance for your competitor\u2019s brand, so you\u2019ll have to bid much more aggressively. In this situation, I\u2019d use a CPA or ROAS target to make sure this tactic remains profitable.<\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-4-smart-bidding-and-why-i-prioritize-it\"><span class=\"ez-toc-section\" id=\"4_Smart_Bidding_and_why_I_prioritize_it\"><\/span>4. Smart Bidding (and why I prioritize it)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>My goal with most campaigns is to move toward some form of Smart Bidding eventually. Google has a tremendous amount of user data that influences its ability to push your account in the right direction, but you\u2019ll never see that if you stick to manual bidding.<\/p>\n<p>Many advertisers and media buyers are skeptical of Smart Bidding and have every right to be. But I don\u2019t believe that campaigns that rely overly on manual controls will continue to deliver outsized results in the years to come.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-maximize-conversions-target-cpa-and-maximize-conversion-value-target-roas\"><span class=\"ez-toc-section\" id=\"Maximize_Conversions_Target_CPA_and_Maximize_Conversion_Value_Target_ROAS\"><\/span>Maximize Conversions (Target CPA) and Maximize Conversion Value (Target ROAS)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The difference between Google\u2019s two primary Smart Bidding strategies is simple:<\/p>\n<ul>\n<li>Maximize Conversions focuses on the number of transactions or conversion actions<\/li>\n<li>Maximize Conversion Value focuses on any value that you provide (typically revenue)<\/li>\n<\/ul>\n<p>What often ends up h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening is lead gen service providers lean in on Maximize Conversions while ecommerce brands go for Maximize Conversion Value. But if you do lead generation and can import your offline conversion values \u2013 pipeline and sales data \u2013 then you can use Maximize Conversion Value to great effect.<\/p>\n<p>The ultimate goal of Google Ads is to bid based on value, so that you can look at your cost versus revenue and optimize for profit margin.<\/p>\n<p>With both bid strategies, you can include a target goal: CPA for Maximize Conversions and ROAS for Maximize Conversion Value. <\/p>\n<p>Without these targets, you\u2019re telling Google to spend your whole budget \u2013 whether that\u2019s $100 a day or $100,000. And the system will try its best to do that while getting you as many conversions or conversion value as possible.<\/p>\n<p>Give it a Target CPA or a Target ROAS, and you\u2019re no longer telling the system its first objective is to spend the budget but to meet your goal while spending as much of the budget as possible within those confines.<\/p>\n<p>For most campaigns seeking profitability, Maximize Conversions with Target CPA or Maximize Conversion Value with Target ROAS are typically where you want to get unless you have specific objectives around reach, frequency or metrics.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-finding-the-sweet-spot-for-a-roas-or-cpa-target\"><span class=\"ez-toc-section\" id=\"Finding_the_sweet_spot_for_a_ROAS_or_CPA_target\"><\/span>Finding the sweet spot for a ROAS or CPA target<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/sciencee\/\" data-internallinksmanager029f6b8e52c=\"5\" title=\"Science\" target=\"_blank\" rel=\"noopener\">science<\/a> to finding the optimal ROAS or CPA target for Smart Bidding to work with.<\/p>\n<p>I like to start either bid strategy with no target. This pushes it to spend and gather data, allowing me to establish a benchmark for what that target comes in. If the CPA is $100 and I want it to be less, I set the target to $95 and see how much I can still spend.<\/p>\n<p>If I still get full use of my daily budget, I keep pulling it back slowly while seeing if I can still pull in a similar amount of traffic and conversions at a lower cost. Keep tweaking those metrics until it lands at a place that makes sense for you while following these best practices:<\/p>\n<ul>\n<li>Reduce the target by no more than 10-20% at a time and give the system a few weeks to acclimatize. Accounts with more conversion data can get away with bigger and more frequent changes.<\/li>\n<li>Watch for the cliff. Maybe you\u2019ll end up doing 90% of original volume while spending only 60-70% of the original spend (and still exhausting nearly the full daily budget). Maybe you\u2019ll see a massive drop and need to roll it back.<\/li>\n<li>Lower your bids whenever a campaign is reaching its daily budget every single day. You do this on Smart Bidding by lowering your Target CPA or increasing your Target ROAS, which changes the ultimate bid that goes into the auction. If your campaign is set to $100 a day and spends $105 every day, you can likely lower your bids.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-value-based-bidding\"><span class=\"ez-toc-section\" id=\"Value-based_bidding\"><\/span>Value-based bidding<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With Maximize Conversion Value, Google gives you the opportunity to feed it with business data that illustrates which leads are most valuable to you. <\/p>\n<p>While it\u2019s often used by ecommerce businesses that quantify the dollar value of things, it can also be used in lead generation.<\/p>\n<p>The simplest way to do this is for lead gen is to:<\/p>\n<ul>\n<li>Understand your brand\u2019s full sales funnel \u2013 how prospects become leads, how leads become qualified leads, how qualified leads become opportunities, and how opportunities become sales.<\/li>\n<li>Work with your team or clients to determine what a sale is worth, then work backward through the funnel, noting down the typical conversion rates from one stage to the next. If you do this right, you can determine the value of a conversion in Google Ads based on how much revenue a deal generates.<\/li>\n<li>Use offline conversions to manually or automatically feed that information and those values back into Google Ads, allowing the system to find more of the kinds of leads that lead to closed deals, signed contracts and money in the bank.<\/li>\n<\/ul>\n<p>Additionally, Conversion Value Rules lets you add positive and negative weightage to locations, devices and audiences, effectively serving as another layer of bid adjustments for Smart Bidding.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Value-based bidding: Why it\u2019s key to boosting your Google Ads<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-match-bid-strategy-to-your-campaign-s-goals\"><span class=\"ez-toc-section\" id=\"Match_bid_strategy_to_your_campaigns_goals\"><\/span>Match bid strategy to your campaign\u2019s goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1080\" alt=\"Google Ads bid strategy table\" class=\"wp-image-437541\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650.png.webp 1080w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-338x338.png.webp 338w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-600x600.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-113x113.png.webp 113w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-768x768.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-95x95.png.webp 95w\" data-lazy-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650.png.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650.png.webp\" alt=\"Google Ads bid strategy table\" class=\"wp-image-437541\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650.png.webp 1080w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-338x338.png.webp 338w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-600x600.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-113x113.png.webp 113w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-768x768.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/1.02-1080X1080-JXT-Group-HR-216650-95x95.png.webp 95w\" sizes=\"(max-width: 1080px) 100vw, 1080px\"><\/noscript><\/figure>\n<\/div>\n<p>I\u2019m pro-Smart Bidding and pro-automation in <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>. However, I understand that thousands of Google Ads marketers still prefer the old-school method of controlling everything themselves. <\/p>\n<p>Ultimately, it\u2019s important that we\u2019re all able to do what\u2019s best for our clients and brands. That\u2019s why I believe the most essential part of picking a bid strategy is lining it up with what you want to achieve. <\/p>\n<p>Performance Max, for example, only allows you to use Smart Bidding and is a poor fit for accounts with limited conversion data. If you aren\u2019t willing to adapt, stick to Manual CPC and its limits.<\/p>\n<p>Criticism of automation and AI is fair when it\u2019s in the right context, but for those using these new technologies with the right support and setup, better performance is a question of \u201cwhen\u201d rather than \u201cif\u201d.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Menachem Ani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\" alt=\"Menachem Ani\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Menachem Ani<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MenachemAni&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/menachemani\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<div>Menachem Ani is the founder of JXT Group, a US-based agency specializing in multi-channel online advertising. A digital and search marketing veteran, he brings to the table more than 20 years of experience creating high-impact growth strategies for eCommerce and service-based businesses.<\/p>\n<p>His track record of delivering consistently above-average results stems from his forward-thinking mentality. A pro-automation paid media specialist, Menachem adapts the fundamentals of marketing to ever-evolving ad platforms. Today, he is one of the leading authorities on modern Google Ads tactics and campaigns, including Performance Max, Demand Gen and offline conversion tracking.<\/p>\n<p>Outside of running his agency, Menachem is also a highly regarded author and speaker. He has shared insights on paid media and growing a digital agency at SMX, BrightonSEO, Search Engine Land, Search Engine Journal, Foxwell Founders, and several other publications.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-bid-strategy-campaign-success-437448\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn when and how to apply Manual CPC, Maximize Clicks, Target Impression Share, and Smart Bidding to meet your Google Ads campaign goals. Even experienced PPC advertisers can struggle with bid strategies in Google Ads. There are over half a dozen options, each serving different objectives and use cases. You can easily lose track of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":608708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/How-each-Google-Ads-bid-strategy-influences-campaign-success.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-608707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/608707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=608707"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/608707\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/608708"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=608707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=608707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=608707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}