What are google ads bidding strategies?

When Google Ads (or AdWords as it was back then) first launched, there was only one bidding option and this required advertisers to manually set a maximum bid that would apply either to individual keywords or to all the keywords in a particular ad group. 

Over the years, new bidding options have been added and so today Google Ads offers a total of twelve different bidding strategies for advertisers to choose from.

Your bidding strategy will play a big part in determining the costs and the results you get from your Google Ads campaigns. In this article, I’m going to explain what all the different bidding options are so as you can make an informed decision about which one is going to be best for you.

Outcome-based buying

The outcome-based buying will allow advertisers to pay only for the outcomes they want to prefer. Earlier, automated bidding only supported the CPM method i.e. a cost-per-thousand impression.

Automated bidding for non-guaranteed deals

Google Ads is also embellishing automated bidding to non-guaranteed deals. If a deal includes a floor price then Display and Video 360 will take that into consideration and makes sure ads are displaying as planned.

Automated bidding at insertion-order level

With the new option of automated bidding at insertion-order level, advertisers can set the strategy at an insertion-order level instead of the line-item level.