SEO Consultant: TSCA

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When running PPC ads, choosing and implementing the right bidding strategy is essential. Although PPC campaigns typically charge on a per-click basis—hence the name “Pay Per Click”—the bidding strategy determines which specific actions advertisers pay for. A campaign’s objective could range from generating video views to driving clicks or conversions, and this objective should inform the choice of bidding strategy.

Aligning the bidding strategy with the campaign’s goals is vital for success as an advertiser. For instance, if a brand aims to boost awareness, using a bidding strategy focused on conversions may not yield the most cost-effective or impactful results. Similarly, if the goal is to generate lead form submissions, a strategy optimised for reach is unlikely to deliver the best outcomes.

By matching the campaign objectives with the appropriate bidding strategy, advertisers can enhance the effectiveness of their campaigns and achieve their desired results.