Everyone knows how AdWords has revolutionized the search engine marketing. However, only a few know how the most of the resource can be made for profits. Many fail to capitalize the avenues offered by the paid marketing platform, in many cases, Google AdWords manager drains out more money than channeling it back into the business. The reason can be many, ranging from plain incompetence in running a campaign, to inexperience in a specific business realm to poor keyword research, to poor targeting to demographic and mishandling of bidding.

Among them, the biggest reason is the terrible optimization of the bidding in AdWords. It is where professional AdWords management services become necessary. Here we discuss what campaign manager from competent Google AdWords agency does to optimize bidding to bring good results. Since the topic is big, we focus on the automated bid strategy in the article.

What is Automated Bid Strategy?
As the name suggests, the publisher sets the bid for the advertisement auction automatically based on the inputs of the manager. Automated bid strategy is of many types, designed specifically to assist campaign managers to achieve goals in line with the business.

#1. Bid Strategy to Maximize the Website Visits
AdWords offers a setting called maximize clicks that automatically define bids for helping to draw traffic within the budget. The manager can employ the strategy exclusive to a campaign or can apply it to the entire portfolio, running it across a number of campaigns, ad groups, and even keywords.

#2. Strategy to Increase Visibility on Search Engine Results Page (SERPs)
Target search page location, a feature specifically to enhance the visibility of the ads, offers Google AdWords manager an avenue to increase the probability of the ad appearing in the top position or in the top results. It is a portfolio level strategy available on the search network.

#3. Strategy to Increase Visibility on Desired Domains
With target outranking share setting, the manager gets control over the visibility an ad on the chosen domain. You even get control over the ad position on the domain as well as the frequency of publication. The strategy, however, is available only at the portfolio level.

#4. Obtaining More Conversions
Previously known as conversion optimizer, Target CPA (cost-per-acquisition) helps to obtain more conversion across display and search network within the target CPA the manager sets. Based on the requirement, the strategy can be employed for a single campaign, or as a portfolio bidding strategy applicable across campaigns and Ad Groups.

#5. Smart Bidding
A setting that clubs a number of strategies, Target CPA, Target ROAS (return on ad spend) and Enhanced CPC (cost per click) to custom set the bidding for every auction.

The decision to apply these strategies, however, is a slippery business, and getting the AdWords management services from a competent Google certified white label PPC agency can help navigate the slippery slope well.