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AdWords Bidding Options

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Maximize Clicks

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Maximize Clicks

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By David Smania

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For advertisers looking to drive traffic, AdWords provides an automated smart bidding strategy that sets bids at a level to trigger as many clicks as possible within a campaign’s budget.

Unlike other bidding strategies that might focus on driving a set return on ad spend (ROAS), cost per acquisition (CPA) or page position, Maximize Clicks is a simple way to increase landing page traffic.

Because Maximize Clicks bidding option focuses on clicks only, advertisers should employ this strategy with great care and consideration.

Bidding options should always align with company goals, and this is typically tied to a return on ad spend or cost per acquisition.

There are instances where traffic is a key metric, especially on landing pages that are optimized to deliver value in exchange for a lead.

For example, a digital download after a prospect enters their email address.  In cases like this, Maximize Clicks could work well with proper monitoring and bid limits.

For more granular control, bid limits can be set to keep bids from exceeding a specified amount. Setting a max CPC can help to control click costs. But with tighter control also comes possible restrictions on ad ranking and the number of clicks received.

It’s always best to test bidding strategies in limited deployment to determine what works best for your company’s unique objectives.

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“Unlike other bidding strategies that might focus on driving a set return on ad spend (ROAS), cost per acquisition (CPA) or page position, Maximize Clicks is a simple way to increase landing page traffic.”

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Important Items to Consider When Using Maximize Clicks Bidding

• While this bidding option will deliver additional click traffic, there is no control over traffic quality. This is especially true for broad and even phrase match ads that could put your ads in auctions that are irrelevant and wasteful.

• With Maximize Clicks bidding, AdWords has complete control of your CPC within the maximum value you have entered. There is no way to increase bids selectively to increase impression share on keywords that have a higher propensity to convert at more attractive margins.

In conclusion, if you have your conversion funnel optimized and you’re just looking for more visitors to your site for certain keywords, then Maximize Clicks could work by adjusting bids to reach your traffic goals.   You can apply this bidding strategy across ad groups, campaigns, and keywords.

Next Up – Maximize Conversions

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