Manual Bid Strategy for High-Cost Per Conversions

Objective:

To counteract high cost per conversions caused by absurdly high cost per clicks by implementing a manual bid strategy at the campaign level over an 8-week period.

Key Steps:

1. Identify Campaigns: Select campaigns with extremely high cost per clicks.
2. Access Google Ads: Navigate to the campaigns section.
3. Filter by Cost Per Click: Sort from highest to lowest to identify high-cost clicks.
4. Adjust Columns: If cost per click is not visible, go to columns, click Edit, select All Columns, and add Average Cost Per Click.
5. Analyze Data: Review average cost per click and performance in Search Terms.
6. Determine Threshold: Identify clicks that are significantly above the average cost per click (e.g., 3 times higher).
7. Implement Manual Bid Strategy:
   • Go to campaigns.
   • Change bid strategy to manual cost per click.
   • Optimize for conversions.
   • Save changes.
8. Set Max Cost Per Click:
   • Go to ad groups.
   • Determine the average cost per click.
   • Set the max cost per click to 1.5 to 2 times the average cost per click.
   • Save changes for each ad group in the campaign.
9. Monitor Campaign: Review and analyze the campaign performance over the next 2 to 4 weeks.
10. Evaluate Results: Compare the performance before and after implementing the manual bid strategy.

Cautionary Notes:

• Only apply this strategy to campaigns with high cost per clicks that are impacting the cost per conversion negatively.
• Do not use this strategy on campaigns that are already performing well.
• Regularly monitor the campaign performance to make necessary adjustments.

Tips for Efficiency:

• Ensure data falls within the specified criteria before implementing the manual bid strategy.
• Review and adjust the max cost per click for each ad group within the campaign.
• Keep track of the changes made and compare the results to measure the effectiveness of the strategy.