PPC bidding strategies determine how much you’re willing to pay to show your ads on search engines. Every time someone searches, a silent auction takes place, and your bid helps decide if your ad appears. There are two main types: manual and automated bidding. Manual bidding gives you full control over how much to bid for each keyword, ideal if you want precision and have time to manage it. Automated bidding, on the other hand, uses Google’s algorithm to adjust bids in real-time based on performance goals, making it easier but less hands-on.
The choice between manual and automated bidding depends on your goals, resources, and experience. Manual bidding is great if you want to control every aspect of your campaign, but it requires time and ongoing monitoring. Automated bidding is best for those who want efficiency and rely on Google’s data-driven adjustments to improve results. Testing both strategies and optimising based on performance can help you get the most value from your ad budget.
If you have ever worked with paid ads before, you will understand just how much of a difference your PPC bidding strategies can make. It’s not just about getting your ad up and running. It is more about showing up in the right place, at the right time, and spending the right amount for it.
So, how do you determine between manual bidding PPC and automated bidding PPC? Do you take full control or hand things over to Google’s algorithm? And how do you figure out the best bidding strategy for PPC that suits your goals?
We’re breaking all of that down for you here. From an easy overview of bidding types to how you can use testing and optimisation to really dial in your strategy, this guide is designed to help you get more out of your budget.
Every time someone searches for something on Google and your ad shows up, you’re essentially competing in a silent auction. You’re bidding to have your ad appear in front of the right people. That process, deciding how much you’re willing to pay and how the bidding is managed, is what we call PPC bidding strategies.
There are two main ways to go about it: manual and automated. Each one works differently, and both have their place, depending on your goals, time, and how much control you want over your campaigns.
With manual bidding PPC, you choose how much you’re willing to pay for a click on each keyword. That means if you notice a keyword performing well, you can push the bid up. If something’s underperforming, you can pull back or pause it altogether.
● You’re in charge. No algorithm overrides your decisions.
● Great for niche campaigns or when you’re targeting super-specific keywords.
● Ideal when you’ve got a tight budget and want to make every dollar count.
But it’s not for everyone
Manual bidding can be time-consuming. It means checking in regularly, analysing results, tweaking bids and repeating the cycle. If you’ve got the time and know-how, it’s brilliant. But if you’re juggling a million other tasks, it can be a tough one to stay on top of.
Still, if you want full visibility and direct influence over every bid, it’s the way to go.
Want to get hands-on with your ads? Connect with us today and start building your manual bidding strategy today.
Now, moving on to automated bidding PPC. This is where Google steps in and adjusts your bids for you based on your campaign goals. There are several types of automated bidding strategies, like:
● Target CPA (Cost per Acquisition)
● Target ROAS (Return on Ad Spend)
● Maximise Clicks
● Maximise Conversions
Each of these works slightly differently, but they all share one thing in common: Google is using its data and machine learning to make decisions it thinks will get you the best bang for your buck.
● Saves time as you don’t have to manage each bid manually.
● Adapts fast because Google can adjust in real-time based on performance signals.
● Great for scaling especially if you’re running larger or more complex campaigns.
Thinking about letting Google take the wheel? Get in touch with our Australian PPC experts to choose the right bidding strategy for your goals.
This is the big one: Smart bidding vs manual bidding, which one should you use?
Well, it depends.
Smart bidding (which falls under the umbrella of automated bidding PPC) works wonders when you’ve got enough conversion data for the algorithm to learn from. It uses machine learning to predict which clicks are most likely to convert and adjust bids accordingly.
Manual bidding, on the other hand, is great when:
● You’re in a niche market.
● You want tight control over specific keywords.
● You’re running smaller campaigns and need to monitor every dollar.
A lot of advertisers actually use a mix of both. Start with the manual while you collect some data, then switch to smart bidding once you’ve got enough conversion history for the algorithm to work with.
If you’re wondering what all the different Google Ads bidding strategies are, here’s a quick breakdown of the key ones:
You manually set your maximum bid for each keyword. Great for control, but high-maintenance.
Google slightly adjusts your manual bids based on the likelihood of a conversion. A hybrid between manual and automated.
You set the cost you want to pay per conversion, and Google auto-adjusts bids to try and hit that target.
You tell Google what return you want from your ad spend, and it optimises bids accordingly.
Great for driving traffic as Google aims to get you the most clicks within your daily budget.
Google works to get you the most conversions possible, again within your budget.
With Manual CPC, you’re calling the shots on every bid. With Enhanced CPC, Google still follows your lead, but with a bit of flexibility, it can raise or lower bids slightly if it thinks there’s a higher chance of converting.
If you want control but don’t mind giving Google a bit of wiggle room, Enhanced CPC can be a great middle ground.
Understanding how PPC bidding works helps make sense of why these strategies matter so much. When someone searches for a keyword you want to show up for, Google holds a fast auction. Your bid, how well your ad matches the search, and how good your landing page is are all important. The person who wins isn’t always the one who bids the most, but the one who gives the best experience overall (for both the user and Google).
The most successful advertisers constantly test, tweak, and optimise. Testing and optimising are the only ways to determine what truly works, whether you are using manual bidding PPC, automated bidding PPC, or a combination of both.
● Different CPC bidding strategies
● Ad copy and landing pages
● Keyword match types
● Target CPA or ROAS goals
● Devices, locations, time of day
To sum up, the most suitable PPC bidding strategy is never about picking one approach and sticking with it forever. It’s about knowing when to use each one and being adequately adaptable as your campaign grows.
So no matter whether you are someone who likes hands-on control with manual bidding PPC or want to lean into the smart tech behind automated bidding PPC, both have their strengths. The key is to keep testing, growing, and refining along the way.
Manual CPC gives you complete control. Enhanced CPC lets Google adjust your bids slightly to improve your chances of getting conversions.
If you are new to PPC, beginning with manual bidding PPC can help you know how your budget is spent. Once you have enough data, shifting to automated bidding would save you time and boost performance.
Yes, the bidding strategies and bid amount both play a crucial part in deciding your ad’s rank in the auction.
No, each PPC campaign can only have one bidding strategy. However, you can test different ones across different campaigns or ad groups.
