Google offers four different bidding methodologies. I detailed the advantages and disadvantages in today’s Search Engine Land Paid Search column.
Here’s a quick compatibility chart to see the functionality of each bidding methodology.
| Compatibility | Set Max CPCs (default) | Preferred Cost Bidding | Pay Per Action | Budget Optimizer |
Best for:
|
all features | controlling costs | Pay only when receive conversion | max traffic |
Ad Scheduling:
|
|
|
|
|
| Position preference | yes | no | no | no |
| Location Targeting | yes | yes | no | yes |
| Content CPCs | yes | yes | no | no |
| Language targeting | yes | yes | no | yes |
Networks
|
|
|
|
|
Ad Serving
|
|
|
|
|
| Budget | daily | daily | daily | monthly |
Possibly Related Posts:
- The 8 Most Common Search Advertising Goals
- Pay Per Click Bidding - Gap Bidding
- AdWords Editor v3.5 is Now Live
- PPC Rules Bidding
- Pay Per Click Bidding - Max Cap Bidding
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