Your marketing objectives should be reflected in your strategies. For instance, a gift shop that wants to boost its sales via its website should concentrate on increasing the number of customers that convert. Below are some strategies to choose from:

Strategy1:Awareness-based bidding strategies.

Goal: Visibility;

You may pick from the following bid strategies: target impression share;

Use case: increasing awareness of the Brand and Campaigns.

Strategy2:Consideration-focused bidding strategies

Clicks and traffic are the goals here.

You may pick from the following bid strategies: maximise clicks;

Use case: limited advertising budget, higher click volume, more website visitors, and upper-funnel keywords.

Strategy3:Conversion-focused bidding strategies

Conversions are the goal.

You may pick from the following bid strategies: maximise conversions,  Cost-per-click (eCPC), and Target Cost-per-Acquisition (tCPA).

Use case: Enhanced cost-per-click (eCPC), Target cost-per-acquisition (tCPA), and Maximize conversions.

Strategy4:Revenue-focused bidding strategies

Advertisers monitoring conversion value and having Search campaigns with at least 50 conversions and Display advertisements with at least 15 conversions in the last 30 days are good candidates for this one.

Goal: Revenue;

Choose from the following bid strategies: target return on advertising spend (Target ROAS);

Use case: optimising bids to maximise revenue while staying within the goal return on Target ROAS.

You should remember that Google Ads Smart Bidding covers Enhanced CPC, Target CPA, Maximise Conversions, and Target ROAS. These features may assist you in streamlining the structure of your account and maximising the benefits of your bid strategy.