One of the challenges to keeping up with PPC over the years is keeping up with what changes in the platforms.

I find it difficult at times to keep up with which bidding models apply to which channels and audiences.

My objective in this post is to give you a brief look at each of the bidding models in Google Shopping Ads so you can have an idea of which to utilize for your own needs.

The six models we’ll be analyzing are:

• Smart Shopping
• Standard Shopping – Target ROAS (TROAS)
• Standard Shopping – Maximize Clicks
• Standard Shopping – Maximize Conversion Value
• Standard Shopping – Enhanced Cost-Per-Click (ECPC)
• Standard Shopping – Manual Cost-Per-Click (CPC)

1. Smart Shopping (Bidding)

You’ll have to excuse me if I snort a bit from laughter when I say “bidding model” in regard to Smart Shopping.

For those unfamiliar with this campaign type, I have written in depth on Smart Shopping here: What is Google Smart Shopping?

Smart Shopping is Google’s black box campaign type, where the two primary optimizations the human user can adjust are the daily budget and the return on ad spend (ROAS) target (optional).

In this regard, bidding is done entirely within the Google system and can be manually edited only with daily budget or ROAS target adjustments.

That being said, there are a couple of things that may be helpful when considering this campaign type.

#paid search #data analysis