(Last Updated On: August 21, 2023)

Like every type of auction, the Google ads auction is quite difficult to win. A lot goes into play there, and only careful planning and the right strategies will help bidders claim their prize. Moreover, there’s more to Google ads auction than dropping a bid every second.

There are indeed secrets to winning Google ad auctions. Secrets that you need to unravel before you can stand a chance of soaring above the rest of the poaching bidders.

How Does This Auction Work?

It all starts when an ad space opens up on the website. Google runs an auction for interested participants, allowing them to claim that spot and reach out to the target audience with their ads. This auction is a simple process, but beating the pack requires multiple tips and tricks.

The strategies used also depend on what the end goal is. Are you looking for customer conversions? Clicks? Views? Or impressions? These are little details that affect how each bidder moves. You also need to understand the various components of the ads auction to create the perfect strategy.

What Are The Components Of The Google Ads Auction?

Another secret you should know is that a Google ad auction is won on 3 criteria. These elements are considered before Google can choose a winner for the ad space.

  • Max cost-per-click for the keyword
  • The quality score for the keyword
  • Quality and relevance of extensions for the ad and keyword

These auctions happen quickly and often so you have to understand what comes into play there.

What To Do During An Auction?

There are multiple strategies to adopt for a successful bidding process. These all centre around finding the right balance between conversion volume and the cost per conversion. When the balance tilts either way, it damages your chances of a successful outing.

For instance, if the bids are reduced, conversion volume might also reduce. If increased, it also means your budget takes a huge knock. You have to be careful here. Here are some strategies to adopt:

  • Be sure to track your conversion rates and ensure this tracking is accurate
  • Your attribution model should match the goals you have in the auction
  • Don’t forget to test your bidding strategies using Google’s Draft and Experiments feature.
  • Define your goals and ensure your research is targeted at bidding strategies that align perfectly with those goals
  • Always check if your ads are doing well so you can make the necessary adjustments
  • Never adjust your bid until you have enough data to determine if that’s the right move and how much improvement you need to make
  • Bid strategies are easier to manage when you have a simple account structure.

Wrapping up

There are also strategies you need to employ, such as picking between automated and smart bidding. In the end, the goal should be to maximise conversions and improve impressions. You can find out more about Google ads auctions and define more strategies with the help of Vendo Digital. That way, you boost your chances of a successful bidding war.