Pay Per Click : Bidding Options

Most people are unaware that there are actually three bidding options in Google Adwords Pay Per Click accounts: Maximum Cost Per Click (CPC), Preferred Bidding and Budget Optimiser.

Maximum CPC is the method most people are aware of and use. You set the maximum CPC you are willing to pay for each keyword.

Preferred Bidding is when you set how much you’d like to pay per click on average.

Budget Optimiser is where you set your budget and Google will try to get you the maximum amount of traffic it can for your budget.

So which is best? Consider this.

Both Preferred Bidding and Budget Optimiser are adjusted at campaign level. Neither takes into account the click through rate, conversions or the individual conversion rates of keywords.

Normally you would be spending time monitoring click through rates and conversions of keywords, determining where you can afford to pay less per click and conversely where you need to spend more.

Of all the bidding options, Preferred Bidding and Budget Optimiser certainly seem to be time-saving tools, but despite the hard work required in operating a Maximum CPC bidding strategy, it would certainly seem to be the one that will pay off most on the majority of pay per click campaigns.

Lianne
PPC Account Manager