In terms of CPC optimization, one of the single best ways to both embrace automation and help you get as many clicks within your desired budget as possible is undoubtedly “Maximize Clicks.” Also called automatic CPC, this gives you the benefit of focusing on driving click traffic while giving AdWords control over the individual CPC bids that you’re making on a daily basis. Once you specify a daily budget, AdWords will automatically adjust your bids on your behalf with a simple goal in mind: driving as many clicks as possible without exceeding the limit you’ve set for yourself.
Why Maximize Clicks?
One of the great things about this strategy is that you can use it both on a single campaign or for your larger portfolio. Using it on your portfolio extends its benefits to ad groups, keywords multiple strategies and more – helping to make sure that your account is maximizing its performance opportunity whenever possible.
If you want to set up a “Maximize Clicks” strategy as effectively as possible, you’ll want to keep a few key things in mind.
- Always Use Bid Adjustments
Specifying your bid adjustments will allow your bids to increase or decrease automatically based on certain necessary context. Your bids will adjust if your ad is competing to appear on a mobile device, for example, or if you’re targeting a specific location. This gives you a deeper level of control over when and where your ads are appearing in front of end users.
- Don’t Forget to Schedule Your Ads
When using “Maximize Clicks,” always be sure to set up custom ad scheduling so that your ads will appear on certain days, or even certain times during those days. Once you’ve done this, you can then use your “Maximize Clicks” strategy within those ranges to stretch its natural power even further. It’s important to note, however, that this requires intervention on your part. If you’re scheduling your ads with campaigns that already have a “Maximize Clicks” bidding strategy in place, those desired bid adjustments won’t instantly apply to your bids. You’ll have to do it yourself.
- Always Adjust Your Keyword Bids
As marketers, one of the primary goals that you always have involves increasing efficiency through automation without giving up control. As a result, one of the keys to success in a “Maximize Bids” strategy becomes clear: you should always make an effort to set CPC bids both for individual keywords AND for specific placements. Remember that no two ads will operate in quite the same way. They’re all going to be influenced by a number of factors like the keyword itself, the intent of the end user and more.
Adjusting your keyword bids gives you a deeper level of control over this process, while still allowing you to leverage the power of an automated “Maximize Clicks” campaign to your advantage. In essence, it really does give you something of a “best of both worlds” approach to getting as many clicks as possible without spending more money than you’re comfortable with to do it.
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