Manual bidding strategy

Manual bidding strategy is a common term in the marketing field and Google Ads. Thanks to this bidding method, you can set your own maximum cost-per-click (CPC) of your advertisement.

This differs from automated bid strategies that let Google bid for you.

Normally advertisers rely on experience, analysis, intuition of past keyword performance data to guide their decisions. This strategy involves a high degree of patience, time and PPC knowledge to get good ROI (return on investment).

Manual bidding is best if:

  • Your budget is limited.
  • You don’t have much consumer data.
  • You want full control of your campaigns and ads.
  • You have a lot of time to control your campaign.

It is a common thing that people who are new to Google Ads will use manual bidding before they try more advanced solutions.

If you are not sure which keywords are most profitable and effective or you don’t have time to manage your manual bids, consider a Maximize Clicks bid strategy instead. This strategy is an automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget.

What are the best benefits of manual bidding?

If you are still decided to use manual bidding, you should know the best benefits of them:

  • Control – You can bid at the keyword level, using bids on the specific terms and phrases you want.

  • No delay in changes – Whereas automated bidding can take more time to implement, any changes you make in manual bidding will take effect immediately.

  • Quick reactions – If you see something wrong in your performance, you can act quickly. You can run a quick Auctions Insights report and see what’s wrong. Then you can fix it and as we said before, changes will take effect immediately.

What are the disadvantages of manual bidding?

Every strategy has its disadvantages and manual bidding is no excuse:

  • It becomes more challenging – As your business grows, so too does the challenge of managing it. Later your campaigns, ads, and keyword lists can become too much to manage for one person.

  • Easy to make a mistake – Even the best PPC managers make mistakes. This probability for inefficiencies grows with larger accounts. Your marketing team may make any mistake and it will affect your campaigns immediately.

  • Time-consuming – This type of bidding can quickly become a full-time job. It demands a lot of your time to optimize it all the time.

  • Limitations – At the point when you look at manual bidding vs. automated bidding, the manual bidding doesn’t have as much flexibility as the automated bidding.

Now it’s up to you if you want to try manual bidding.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.