The essentials of bidding strategies
- CPC (Cost per click) : Ideal for maximizing visits to your site
- CPM (Cost per thousand) : For visibility and brand awareness
- CPA (Cost per Acquisition) : To control the cost of your conversions
- The board: Choose according to your objectives: traffic, reputation or conversions
Choosing the right bidding strategy determines how your advertising budget will be used on Google Ads, Facebook Ads or LinkedIn Ads. Choosing the right strategy will enable you to optimize every euro invested.
Bidding strategies to know
Cost-per-click (CPC) bidding
You only pay when someone clicks on your ad. This is particularly interesting if your objective is to generate traffic to your site. The CPC can be managed manually or automatically.
Cost per thousand impressions (CPM)
You pay per thousand displays of your ad. This mode is designed for companies looking to increase their reputation or brand visibility, for a product launch for example.
Cost per acquisition (CPA)
The algorithm optimizes your budget to obtain as many conversions as possible at a fixed cost per action. This strategy often requires some conversion data to work.
How to choose
- Traffic: focus on CPC
- Notoriete: opt for CPM
- Conversions: aim for the CPA
- E-commerce: consider target ROAS
Common errors
- Wrong lens selected
- CPA budget too low
- Not enough historical data
- No conversion tracking
Track and adjust your bids
Whatever your choice, it's essential to regularly monitor the performance of your campaigns: click-through rates, impressions, conversions, average cost. These KPI allow you to quickly adjust your strategies and improve your results.