Bids and budgets: prevent inefficient campaigns

In this lesson

1. Your budget is your fuel, your bids are your steering wheel. They are inseparable.
2. Start with the end in mind: budget = target conversions x target CPA, or target revenue / target ROAS.
3. Manual bidding still fits brand campaigns, low volume, new campaigns without data and tightly controlled tests.
4. Smart Bidding needs solid tracking, enough volume, goals mapped to the right strategy and realistic targets.

Chapters

1. 00:00Introduction to bids and budgets
2. 00:30Why bids and budgets matter
3. 02:13Case study: balancing budgets and bids
4. 05:51Determining your budget
5. 10:46Manual bidding explained
6. 16:29Automated bidding
7. 28:02Choosing the right bid strategy
8. 33:13Prerequisites for Smart Bidding success
9. 34:17Conclusion

Slides

Resources

Quiz

From the lesson

In this lesson, we're going to dive deeper into bids and budgets, the last part of the Google Ads Success Formula. We will zoom in on why bids and budgets are inseparable, what drives your budgets, why bids are one of the biggest levers in Google Ads, and the differences between manual and automated bidding.

You can do everything correct, from an irresistible offer to a really solid, high converting landing page. But if your budget is wrongly allocated or you didn't set the appropriate bids, you're missing out on efficiency or on growth because you're limiting your campaigns.