A Guide to Choosing an Appropriate PPC Bidding Strategy

Any small or large business needs to have a plan for its marketing and advertising budget. Understanding the various PPC bidding strategies to run a pay-per-click campaign on Google without going over budget is essential.

After all, it’s tempting to simply pick five of your top-performing keywords, set a spending limit, and then track the outcomes. However, you must consider your business model, marketing goals, and budget to increase your chances of success.

Here are PPC bidding strategies that might work for you:

1. ROAS (Return on Ad Spend)

As your PPC campaigns expand, a ROAS (return on ad spend) target bidding strategy is a great way to maintain profitability. The PPC platform automatically modifies your bids to meet your specific target ROAS percentage. It is calculated by dividing the revenue generated from the campaign by the amount spent on it.

ROAS is essential because it allows you to measure the profitability of your advertising campaigns. If you are not generating a positive return on your ad spend, then your campaigns are not profitable, and you need to reevaluate your strategy.

2. CPC (Cost-Per-Click)

The cost-per-click (CPC) is a pricing model used in online advertising, where advertisers are charged based on the number of clicks on their ads. It is used in various online advertising platforms, such as Google AdWords, Bing Ads, and Facebook Ads. Advertisers can set a CPC bid in each medium, which is the amount they’re willing to pay for each click on their ad.

The CPC bidding strategy is famous for many advertisers as it allows them to control how much they’re willing to spend on each click. CPC bidding can be an effective way to get your message in front of potential customers and can be a good option if you’re looking to maximize your reach.

3. ECPC (Enhanced Cost-Per-Click)

Enhanced cost-per-click (ECPC) is a PPC bidding strategy that automatically raises your bid for clicks more likely to convert. It is designed to help you get the most out of your budget by spending more on clicks that are more likely to turn into conversions.

To use ECPC, you set a maximum bid and then let Google automatically adjust your bid up or down based on how likely a click is to lead to a conversion.

4. CPA (Cost-Per-Aquisition)

Like ECPC, this bidding strategy increases your chances of success through strategic bidding and lets you set a target price for acquisitions. Even though Google makes an effort to keep the target cost close to your ideal CPA, your target price is more of a guideline and may frequently be exceeded when using the target CPA.

Target CPA can be a valuable tool for budget management if you’ve been running a CPC campaign for some time and know what works. You can tailor the results for specific devices if most conversions take place on mobile or tablet devices. Instead of small businesses with niche search terms, this is effective for advertisers with bigger budgets and a wide range of keywords.


Finding the right PPC bidding strategy for your business is integral to marketing. There are many factors to consider when choosing one. The most important thing is to choose a strategy that aligns with your business goals. If you’re unsure which design is right for you, talk to a PPC expert who can help you make the best decision for your business.

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Hope this helps. Please let us know if you have any other questions in this regard, we’ll be happy to assist further!

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