Target Impression Share vs. Manual CPC – Bidding Strategies Guide Part 4

Tue, Aug 9, 2022

John talks about his least favorite bidding strategy and the bidding strategy that’s great for lead generation, placement, and a whole lot of other things that can help scale your business.

In Part 3 of our Bidding Strategies Guide series, John discusses Target impression share and Manual CPC bidding. He shares when and how to use them, including:

-The lessons and strategies he learned after sacrificing ROAS for placement with Target impression share bidding

-Placement is key but you don’t always have to be number one

-The difference between Manual CPC with and without Enhanced CPC

PS: This Bidding Strategies Guide series is from an internal Solutions 8 training. And we’re sharing everything with you, our dear subscribers, to show our gratitude for the overwhelming support you’ve given us. We value you and your growth with Google Ads. 🖤💚🤍

0:00 Intro | Target Impression Share vs. Manual CPC: Bidding Strategies Guide Part 4

0:44 Why Target impression share is John’s least favorite bidding strategy

3:13 When to use Target impression share bidding strategy

4:30 Manual CPC is great for lead generation

6:03 Is it better to use Manual CPC with or without Enhanced CPC?

🎯 Guide to Google Ads Bidding Strategies:

Guide to Google Ads Bidding Strategies Part 1 | Maximize Clicks: https://youtu.be/QSsNj1XHJS4

Maximize Conversions | Bidding Strategies Guide Part 2: https://youtu.be/ahardi5itKA

🎯 Maximize Conversion Value | Bidding Strategies Guide Part 3: https://youtu.be/_sVoyy3xaOk

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Transcript
John:

Try using it maximize conversions instead of target search depression chair.

John:

A lot of times you're gonna see more conversions and the same placement.

John:

This is actually one of my least favorite fitting strategies.

John:

So we've sacrificed our global row as to get a first placement on the last

John:

part of the journey that we generated.

John:

Cuz we didn't show up this one's great for lead generat.

John:

It's also great for placement.

John:

It's also great for testing.

John:

It's also great for tons of things.

John:

I love manual.

John:

So sometimes when you're thinking about this holistically, we sometimes

John:

narrow our focus into, okay, we know we need a place hybrid for brand.

John:

I ask everyone to actually take a step back and say, well, why

John:

target search impression share?

John:

Well, actually what used to be called target search impress share.

John:

And now it's just called target impression share.

John:

This is actually one of my least favorite.

John:

Bidding strategies only because it doesn't take into consideration conversions and is

John:

simply going to try to get you placement.

John:

The bad part is though it doesn't work very well and it's less

John:

effective than manual, but also the most of the time that we use this

John:

is when we have a brand campaign.

John:

When we run a brand campaign, a lot of times we choose

John:

target search express share.

John:

We hit like a hundred percent.

John:

We'll pay up to $4 to get there.

John:

And getting close.

John:

My opinion though, is where you've nailed your placement.

John:

You've diluted the brand conversion value brand is the easiest to

John:

get converters value and brand.

John:

A lot of times is conversions.

John:

You've driven from your other campaigns.

John:

They came back through the.

John:

So sometimes when you're thinking about this holistically, sometimes

John:

narrow our focus into, okay, we know we need to place high for brand.

John:

I ask everyone to actually take a step back and say, well, why take

John:

actually a more of an approach of, I need to make most money for my brand.

John:

I don't really care about placement.

John:

There will be people out there that just say, no, no, no.

John:

Oh my gosh.

John:

I need to place number one for my brand name that's gonna happen.

John:

Bar client that sells pet medications for high amount of money.

John:

They like that placement.

John:

Obviously there's a good reason though, is because we have a competitor to spend

John:

six times more bidding on our brand name and it's going to eat our lunch.

John:

If we're not number one, there's reasons to be number one.

John:

Absolutely.

John:

However, I'm still using manual for that.

John:

Still using manual for that client not using target search brochure.

John:

One of the reasons is I need to spend $9,000 a day and it was gonna take

John:

seven days for me just to work back up to the AK that I was at a manual target

John:

search brochure takes time to adjust.

John:

So just know that every you automated being strategy

John:

takes time to adjust manual.

John:

Doesn't it's not automated, but target search brochure.

John:

I like the least, because normally what this means is we're gonna

John:

take a here's what's gonna happen.

John:

We warmed up traffic that it's gonna.

John:

On the brand name, but because I place so much emphasis on placement, I've wasted so

John:

much money that I didn't get that return traffic that came into direct or organic,

John:

or I may have missed it in Google ads.

John:

And now my Roaz globally looks bad.

John:

So we've sacrificed our global Roaz to get a first placement on the last

John:

part of the journey that we generated.

John:

cuz we didn't show up.

John:

Max target search fresh share is fine for me.

John:

If you are not limited by budget at all on your brand, if you maxed out your brand

John:

campaign budget, who cares that manual org target search fresh share, doesn't matter.

John:

You're gonna be number one all the time for everybody perfectly great.

John:

That's fine.

John:

But if you're not maxed out on your budget, I would choose maximize

John:

conversions or maximize even conversion value for your brand

John:

campaign, because you are gonna bring down your cost requisition.

John:

So.

John:

That your overall account's gonna look great, but you've also can identify in

John:

the click, pass that after you've warmed up that traffic after five touch points,

John:

maximize conversions bit aggressive for that person and nailed the sale.

John:

So don't stop 90% of the way by just saying like, well, it's my brand.

John:

And so, I just have to have high placement and get less clicks because

John:

I'm paying $8 a click rather than two.

John:

So target search fresh year, we typically use different brand.

John:

Try using it maximize conversions instead of target search impression chair.

John:

A lot of times you're gonna see more conversions and the same placement because

John:

maximize conversions is aggressive.

John:

It's just gonna go to that top placement, but it's also

John:

going to focus on conversions.

John:

So make sure that you can at least just kind of, tie into the story together

John:

that you built for the client by not necessarily just hiding at the last step.

John:

It's good and word note, manual CPC.

John:

This one's great for lead generation.

John:

It's also great for placement.

John:

It's also great for testing.

John:

It's also great for tons of things.

John:

I love manual CPC.

John:

When you set a manual CPC, there's two things that you can choose.

John:

Manual CPC with enhanced manual CPC without enhanced manual

John:

CPC with enhanced will go over.

John:

your set CPC.

John:

It just be over 250%.

John:

Now it's like, whatever Google wants, you can set $10 bid and

John:

get a $48 click that will happen.

John:

So know that when you are testing manual CPC with enhanced

John:

CPC, This is not a glitch.

John:

I'm interrupting the video you're watching because I need to remind

John:

you that I'm always looking for people to join our team.

John:

So if you're passionate about Google ads and you wanna work with the best

John:

Google ads agency on the planet, please go to so late.com/apply.

John:

Speaking of working with the best Google ads agency on the planet, if you're having

John:

trouble with Google ads and you want professional help, that's what we do.

John:

You can go to.

John:

So lake.com that's S O L eight.com to apply for your

John:

free no obligation action plan.

John:

And if I've given.

John:

Any level of value at all.

John:

Maybe think about giving me a thumbs up and subscribe our channel.

John:

That's how we choose the YouTube algorithm.

John:

So they actually know that I know what I'm talking about.

John:

If you have questions, comments, concerns, or confessions hit

John:

me below in the comments.

John:

And now back to your regularly scheduled program, whether it's focusing on

John:

conversions or conversion value, it'll still sometimes been too aggressive.

John:

It's kind of like maximize conversions.

John:

You just set the minimum.

John:

It can go down to essentially.

John:

So manual CPC without enhanced, a lot of times is a better way to use manual.

John:

Because you are not going to allow maximize conversions to kick

John:

in shooting your bid too high.

John:

So understand the manual is very, very high controlled.

John:

It's not conversion and audience based without enhanced with enhanced

John:

it's audience based and it's conversion focused without enhanced.

John:

It's just placement period.

John:

How much do you wanna.

John:

For a potentially relevant or irrelevant user for, to be placed

John:

in that area that you want to be in.

John:

So that's where manual CPC is good and bad.

John:

A lot of times we usually just throw on manual.

John:

We just like, just toss on enhanced.

John:

it'll take care of any mistakes that I made because I've been too

John:

low or a bit too high, enhanced will enhance will control it.

John:

Well, now you're using maximize convergence pretty much.

John:

So just know that if you actually really wanna use manual, leave enhanced off.

John:

If you wanna set manual, say, Hey, I need to be at least number

John:

three on the page, but I can go higher, then leave enhanced on.

John:

But if you're like, Hey, I need to be, at least three on the page, but I don't wanna

John:

spend too much leave it enhanced off.

John:

Just know that little ticker right here, this one basically

John:

turns on maximize conversions.

John:

But it won't start too low.

John:

They'll say, Hey, okay.

John:

We need to spend at least 15, but I can go up to a thousand for my click.

John:

Turning this off means, Hey, I can spend 15.

John:

It will not go up to 16.

John:

This is good.

John:

If you wanna test like your own manual version of maximize clicks,

John:

start at five and go up to 6, 7, 8.

John:

You can't test maximize clicks scenario with enhanced on cuz

John:

you're gonna start at five.

John:

It's gotta go to 12.

John:

You're like, well, crap.

John:

Now manual's not manual anymore.

John:

It just started at where you wanted it.

John:

So I like manual CPC.

John:

Typically.

John:

I like it first search campaigns because I can place myself where

John:

I need to be visible for a person that's doing a very specific search.

John:

So like for us, if we wanted to show up for like best PPC agency or best

John:

Google as agency, I'm not spending the highest amount I could, I'm spending,

John:

I'm starting, I think at like 45.

John:

Dollars a click and that $45 a click is getting us as example here.

John:

So you say best PBC agency.

John:

We're here.

John:

If I wanna spend 80, I'll be above black propeller, but I can get two

John:

clicks here for my one click here.

John:

I get more volume for my same daily aspect.

John:

Perfect.

John:

So just know that When you're running a manual CPC with enhanced, I can

John:

actually sometimes place number one, if I get the expensive click,

John:

but I might get a conversion.

John:

So manual CP is really, really good for that hot top place.

John:

But if I was on maximized clicks, I would be down here and I may never actually

John:

even go higher because there's enough traffic down here to get me clicks.

John:

So that's where manual is really good is the good placement that,

John:

you know, and just everyone asks themselves, honestly, if you've ever

John:

searched for anything in your life.

John:

And if jumped right down to the bottom of the page said,

John:

this is where I'm gonna start.

John:

Doesn't happen.

John:

So know the manual CPCs, really good to get that good brand

John:

awareness on keywords that you want.

John:

I wanna pause there.

John:

Hey, everyone.

John:

All right, today, we're gonna be doing something different.

John:

It's gonna be kind of like a we're gonna call it the devil's advocate video.

John:

So this video . Yeah.

John:

Right.

John:

And this video is spawn from actual feedback from our clients and some

John:

people that are not our clients.

John:

The question is.

John:

Why do I bid on brand name?

John:

I don't want brand come in to performance.

John:

Max.

John:

I don't want brand to come into my brand command at any high level.

John:

I'm gonna get those people anyway that were gonna find me anyway.

John:

They're my existing customers.

John:

I don't wanna pay for those.

John:

And I don't think that I should, should have to pay for 'em.