Maximise Clicks or Maximise Conversions?

Summary

In this video, the presenter discusses Google Ads bidding strategies, emphasizing the importance of starting with a 'maximize clicks' approach to gather data efficiently before transitioning to 'maximize conversions.' They outline the specific circumstances under which to use 'Max CPC' and 'Target impression share' strategies, particularly for niche markets and competitor campaigns. Key golden rules for implementing automated bidding are shared, including the need for sufficient conversion data, the potential for initial results to worsen, and the importance of focusing on conversion metrics over CPC. The video concludes with an invitation to join a paid community for deeper insights.

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Q & A

What are the three types of bidding strategies mentioned in the video?

The three types of bidding strategies are Maximize Clicks, Maximize Conversions, and Max CPC.

Why does the presenter prefer starting with a Maximize Clicks strategy?

The presenter prefers starting with a Maximize Clicks strategy to gather as much data as possible quickly, which helps identify the best-performing keywords, ad copies, and landing pages.

In what scenario would a Max CPC strategy be used?

A Max CPC strategy is used when dealing with niches that have very high CPC rates, such as legal services, where specific bid limits are set to target affordable keywords.

When should a Target Impression Share bidding strategy be employed?

A Target Impression Share bidding strategy should be employed for branded or competitor campaigns where the goal is to increase visibility rather than just clicks and conversions.

What is the first Golden Rule to consider before changing to an automated bidding strategy?

The first Golden Rule is to wait and not change anything if you're unsure about whether you have enough conversions to move to a Maximize Conversions strategy.

What should you expect immediately after switching to an automated bidding strategy?

You should expect a potential reduction in results for 1 to 2 weeks after switching to an automated bidding strategy, as the system goes through a learning phase.

How often should bidding strategies be changed according to the presenter?

Bidding strategies should only be changed every 60 to 90 days to allow Google to effectively optimize budget allocation.

Why is it important to stop worrying about CPC once you switch to Maximize Conversions?

It is important to stop worrying about CPC because the focus should shift to conversion metrics; achieving more conversions is more valuable than merely minimizing cost per click.

What data should be analyzed after implementing a Maximize Conversions strategy?

After implementing a Maximize Conversions strategy, one should analyze a 30-day average comparison of conversions and acquisition costs to evaluate performance.

What resources does the presenter offer for learning more about Google Ads?

The presenter offers access to a paid community with live group coaching, masterclass training videos, and a private feed for support from community members for under $100 a month.