Rejuvenate Leads and Lower Digital Advertising Spend Through Google’s Manual CPC
While many in digital advertising prefer to set their campaigns on automatic pilot, there’s more than one way to skin a cat. For some, that method is Google’s Manual Cost-Per-Click (CPC) bidding. More often referred to as “Manual CPC,” it is a type of bidding strategy available in Google Ads, allowing advertisers to set the maximum amount they are willing to pay for a click on their ads. This manual approach gives advertisers greater control over their ad spend and bidding strategies compared to automated bidding options.
While many in digital advertising prefer to set their campaigns on automatic pilot, there’s more than one way to skin a cat. For some, that method is Google’s Manual Cost-Per-Click (CPC) bidding. More often referred to as “Manual CPC,” it is a type of bidding strategy available in Google Ads, allowing advertisers to set the maximum amount they are willing to pay for a click on their ads. This manual approach gives advertisers greater control over their ad spend and bidding strategies compared to automated bidding options.
How It Works
Setting Bids – With Manual CPC, advertisers individually set bids for different keywords or ad placements within their campaigns. This is done at the ad group or keyword level, enabling a granular approach to budget management. For instance, if certain keywords are known to drive higher-quality traffic, an advertiser can allocate a higher bid for those keywords.
Bid Adjustments – Advertisers can also make bid adjustments based on specific criteria such as device type, location, time of day, and audience segments. These adjustments help fine-tune the digital advertising strategy, ensuring that bids are optimized for the most valuable clicks. For example, if mobile traffic tends to convert better, an advertiser might increase bids for mobile devices.
Ad Auction – When a user conducts a search on Google, an ad auction determines which ads will appear and in what order. Advertisers using Manual CPC enter this auction with their set bids. The final position of the ad is influenced not only by the bid amount but also by the ad’s Quality Score, which considers the relevance and quality of the ad, the expected click-through rate, and the landing page experience.
Cost Control – Manual CPC offers precise control over spending. Advertisers can prevent overspending on clicks that are less likely to convert by strategically setting lower bids for those keywords or placements. This method can be particularly effective for campaigns with specific ROI targets or limited budgets.
Advantages and Disadvantages
Advantages
• Control: Advertisers have full control over bid amounts, allowing for strategic allocation of budget.
• Flexibility: Easy to adjust bids based on performance data, improving overall campaign effectiveness.
• Targeting: Enhanced ability to target high-value keywords and audiences.
Disadvantages
• Time-Consuming: Requires continuous monitoring and adjustments, which can be resource-intensive.
• Complexity: Managing bids for large campaigns with numerous keywords can be challenging.
• Risk of Underperformance: Without proper adjustments, ads might underperform due to non-competitive bids.
Overall, Manual CPC is a powerful tool for anyone in digital advertising who seek precise control over their ad spend and willing to invest the time and effort needed to manage their campaigns effectively.
About ChoiceLocal
ChoiceLocal is a franchise marketing agency dedicated to leading a purpose-driven business as the first and only franchise marketing agency with a money-back guarantee. This has led to successful partnerships with over 50 franchise brands and a spot on the Inc. 5000 fastest-growing companies. Our core values are driven not only by the digital marketing work that is done but reflected by each person who becomes a teammate; we volunteer in our local communities every quarter and make a difference to those around us. Named a top workplace for four years straight, ChoiceLocal is dedicated to making the lives of everyone we are involved with better.
