Pay-per-click (PPC) advertising is a popular way for businesses to drive targeted traffic to their websites. However, with so many advertisers competing for the same keywords, getting the most out of your ad spend can be challenging. One way to maximize your ROI is to use advanced bidding strategies.

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In this blog post, we’ll take a closer look at what advanced bidding strategies are, why they’re beneficial, and the different types you can use to improve your PPC performance.

Explanation of Bidding Strategies in PPC

In PPC advertising, bidding strategies refer to the techniques that advertisers use to set their bids on keywords. Traditional bidding strategies involve manually setting bid amounts for each keyword based on its performance, competition, and other factors. However, advanced bidding strategies go beyond manual bidding and use data-driven techniques to optimize bids for better results.

Benefits of Using Advanced Bidding Strategies

Using advanced bidding strategies offers several benefits, including:

  • Increased efficiency: Advanced bidding strategies save time and resources by automating the bidding process and optimizing bids in real-time.
  • Better targeting: By using bid adjustments and automated bidding strategies, you can target specific audiences and improve the relevance of your ads.
  • Improved performance: Advanced bidding strategies can help improve your ad’s performance by maximizing clicks, conversions, or other goals, while minimizing ad spend.

Bid Adjustments for Different Devices and Locations

Bid adjustments allow you to adjust your bid amount based on different factors, such as device type, location, time of day, and more. Here’s how to use bid adjustments effectively:

Identify the highest-performing locations and devices: Use data from your campaigns to determine which locations and devices drive the most conversions and adjust your bids accordingly.

Use bid modifiers: Set bid modifiers for different devices and locations to optimize your bids and improve your ad’s performance.

Monitor your bids regularly: Keep a close eye on your bids to ensure that they’re aligned with your campaign goals, and adjust them as needed.

Using Automated Bidding Strategies

Automated bidding strategies use machine learning algorithms to adjust your bids in real-time, based on performance data. Here are some popular types of automated bidding strategies:

  • Target CPA: Sets bids to achieve a specific cost per acquisition (CPA) goal.
  • Target ROAS: Sets bids to achieve a specific return on ad spend (ROAS) goal.
  • Enhanced CPC: Adjusts bids in real-time to increase the likelihood of conversions.

To use automated bidding strategies effectively:

  • Set clear goals: Define your campaign goals, and choose an automated bidding strategy that aligns with them.
  • Give it time: Allow the algorithm enough time to learn and optimize bids for better performance.
  • Monitor performance: Regularly monitor your campaigns to ensure that the automated bidding strategy is achieving your goals, and adjust it if necessary.

Implementing Custom Rules for Bidding

Custom rules allow you to set up specific bidding rules based on your campaign goals and performance data. Here’s how to create effective custom rules:

  • Identify the key metrics: Determine the metrics that are most important to your campaign goals, such as conversion rate, click-through rate, or cost per conversion.
  • Set specific rules: Create rules that adjust bids based on these metrics, such as increasing bids for high-converting keywords or decreasing bids for low-performing ads.
  • Monitor and adjust: Regularly monitor your campaigns to ensure that the custom rules are achieving your goals, and adjust them as needed.


Advanced bidding strategies can help you get the most out of your PPC advertising campaigns. By using bid adjustments, automated bidding strategies, and custom rules, you can optimize your bids for better targeting, improved efficiency, and increased ROI. However, it’s essential to test and optimize your bidding strategies regularly to ensure that they’re aligned with your campaign goals and driving the desired results.

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