So far, we’ve covered targeting elements like keywords and audiences and learned how to craft compelling ad copy. Now let’s examine another critical component: bidding strategies.
Your bids determine how often your ad is shown and its ad position. Typically, higher bids lead to more impressions and clicks. But you also pay more per each incremental lead your ads generate.
Ultimately, first, determine what you want – how many closed deals you can handle per month and your maximum acceptable cost per closed deal. Then choose the appropriate bidding strategy to hit those goals.
Be notified when the full version of this chapter is released!