[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fthe-future-of-manual-bidding-in-ppc":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":349,"breadcrumbs":350,"reading_minutes":124,"category":358,"head":360},"2023-06-19T15:17:04",{"rendered":6},"\n\u003Cp>With huge advances in automation, it’s no surprise that marketers are rapidly switching over to automated bidding completely in PPC, but is this always the best approach or is there an argument for ‘old-school’ manual bidding?\u003C\u002Fp>\n\n\n\n\u003Cp>Google has certainly been promoting automation, not just through bid strategies, but also through Dynamic \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-ads-360-bidding-strategies\u002F\">Search Ads\u003C\u002Fa>, Responsive Search Ads & Performance Max, to name a few. Successful testing of these new features and smart bidding, which Google convincingly describes as ‘the power of automated bidding’, have made it hugely compelling to make the full transition. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">\u003Cem>“Google Ads automated bidding takes much of the heavy lifting and guesswork out of setting bids to meet your performance goals. Conversion-based bidding is powered by auction-time technology, optimising bids with precision on actual search queries for each and every auction. It also factors in a wide range of auction-time signals including device, location, time of day, language and operating system to capture the unique context of every search.” – \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2464960?hl=en-GB\">\u003Cem>Google Support Answers\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve seen incredible results and there’s undoubtedly a time and a place to use a range of bid strategies. Below are the smart bid strategies currently available in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ads-targeting-reaching-your-audience\u002F\">Google Ads\u003C\u002Fa>:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Target impression share\u003C\u002Fli>\n\n\n\n\u003Cli>Target cost of action (CPA)\u003C\u002Fli>\n\n\n\n\u003Cli>Target return on ad spend (ROAS)\u003C\u002Fli>\n\n\n\n\u003Cli>Maximise conversions\u003C\u002Fli>\n\n\n\n\u003Cli>Maximise conversion value\u003C\u002Fli>\n\n\n\n\u003Cli>Maximise clicks\u003C\u002Fli>\n\n\n\n\u003Cli>Enhanced cost per click (eCPC)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understanding-the-best-bid-strategy-for-your-objectives\">\u003Cstrong>Understanding the best bid strategy for your objectives\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When it comes to pure brand activity, automation might not always be the best option. You might be asked to maximise pure brand visibility. Understandably, as this is not only highly likely to be the most efficient and profitable, but also it’s fundamental to protect your brand image. It’s often vital to maintain the top spot in the SERP for key pure brand terms, not allowing a competitor or re-seller ad to dominate. This has only increased in importance over the years with increasing mobile sessions, and the visibility on a smaller mobile screen being harder to come by. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Target impression share\u003C\u002Fstrong> is the obvious choice to maximise visibility, the bid strategy automatically sets bids with the goal of showing your ad on the absolute top-of-page, top-of-page, or anywhere on the search results page, depending on the percentage impression share chosen. This means the bid will fluctuate based on changes in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcompetitor-bidding\u002F\">competitor bidding\u003C\u002Fa> to ensure the desired impression share is met.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign structure\u003C\u002Fstrong> is also fundamental to maximising performance. With the emphasis on consolidation to achieve a modern search structure going hand in hand with automation. The idea is that the fewer the campaigns the higher the data density through each campaign and the better the automated bid strategies will be able to work, and the faster they can learn.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fbidding-image-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23688\" width=\"417\" height=\"234\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"segmenting-exact-phrase-match-terms\">\u003Cstrong>Segmenting exact & phrase match terms\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We initially set up our pure brand campaign with a target impression share strategy with the campaign containing both exact and phrase match keywords. However, we found that the bid strategy was funnelling a large proportion of spend into phrase match visibility where ROAS was lower compared to efficient exact match terms. \u003C\u002Fp>\n\n\n\n\u003Cp>This meant that we were faced with campaigns being limited by budget and therefore not achieving the desired target impression share percentage or visibility targets, whilst there was a lot of room to improve efficiency too. Given budget limitations and ROAS objectives we opted to test splitting out exact and phrase match terms to gain greater control. \u003C\u002Fp>\n\n\n\n\u003Cp>This meant we could go after exact match impression share while utilising Google’s intent signals through bid strategies to improve ad intent and gain a healthier return on phrase match keywords. Initial testing was very successful; we were able to increase exact match impression share without negatively impacting conversions. As a result, this enabled us to push more budget into increasing brand visibility through Performance Max since blended ROAS targets were being met by more efficient brand search activity.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"our-approach-to-testing-target-impression-share-vs-manual-bidding\">\u003Cstrong>Our approach to testing target impression share vs. manual bidding\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we dived deeper into brand search volume, impression share, auction insights and CPCs year on year it became increasingly difficult to explain increased CPCs and reduced competition year on year. \u003C\u002Fp>\n\n\n\n\u003Cp>While CPC inflation is a consideration, we began to question if the target impression share strategy was inflating CPCs unnecessarily. We looked to manual bidding as a potential solution to maintain pure brand visibility while increasing efficiency. Manual CPC bidding offered the ability to control our maximum CPC for core brand keywords while ensuring a strong brand presence. By segmenting the pure brand exact match campaign, we could apply a high maximum CPC to the most efficient pure brand keywords. Meanwhile, performance through phrase match keywords improved by utilising Google’s intent signals to make sure the campaign was being optimised for conversion value overlaid with a target ROAS for these broader branded terms.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fmanual-cpc-bidding-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23687\" width=\"412\" height=\"305\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-results\">\u003Cstrong>The results\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Using Google’s experiments, testing was carried out using a traffic split test of 50\u002F50 and the outcome was overwhelming in favour of greater efficiency for the trial campaign. With an equal number of clicks driven to the site, we saw the average CPC drop by a staggering 43%, while conversions and conversion value were higher for the trial campaign. This resulted in a huge 79% increase in ROAS. Several incremental increases in max CPCs throughout \u003Cstrong>helped boost Impression Share\u003C\u002Fstrong> when it was falling below the base campaign. Ultimately by using this technique, we’ve been able to gain a huge amount more control over spend and visibility which will allow us to better prioritise spending to align with budgets and objectives in future. For this specific case, we’ve been able to achieve visibility and ROAS targets by managing to spend more efficiently which has enabled us to get the most out of our budget and increase traffic through more upper-funnel campaign types. This may be something that you might want to trail with your brand’s campaigns too.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve begun expanding testing further where similar situations are present. However, when it comes to automated bidding it’s important to understand your goals, budgets, and historic behaviour when considering what account structure and bid strategies to adopt. From there a rigorous test-and-learn approach will determine how your account is best optimised, as account nuances mean that unfortunately, it’s not the case of taking a one-size-fits-all approach.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s unclear how much longer manual bidding will be available to us, but in the meantime, there’s a great opportunity to increase efficiency by testing manual bidding across core exact brand terms. Automation is inescapable, and rightfully so! But maybe we shouldn’t be so quick to ditch manual CPC in all instances.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fold-school-bidding-trial.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23530\" width=\"358\" height=\"244\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Want to read more useful \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> tips and advice that you can use for your own brand from the team at Impression? Be sure to check out more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">PPC blogs\u003C\u002Fa>. If you have any questions about how we’ve been able to leverage ‘old school’ PPC bidding, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],235,[15,16,17,18,19,20,21,22],"post-23529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":160},[25,112],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The future of ‘old school’ manual bidding in PPC",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Mike Wickham","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":57},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},169,"98","2020-12-17 10:02:30","","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":58,"id":58,"title":59,"filename":60,"filesize":51,"url":61,"link":62,"alt":45,"author":63,"description":45,"caption":45,"name":64,"status":65,"uploaded_to":51,"date":66,"modified":66,"menu_order":51,"mime_type":67,"type":68,"subtype":69,"icon":70,"width":71,"height":72,"sizes":73},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","12","mike-wickham-3","inherit","2021-06-24 12:33:53","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":74,"thumbnail-width":75,"thumbnail-height":75,"medium":76,"medium-width":77,"medium-height":78,"medium_large":79,"medium_large-width":80,"medium_large-height":81,"large":82,"large-width":83,"large-height":84,"1536x1536":85,"1536x1536-width":86,"1536x1536-height":87,"2048x2048":88,"2048x2048-width":89,"2048x2048-height":90,"post-thumbnail":91,"post-thumbnail-width":92,"post-thumbnail-height":93,"12_col":94,"12_col-width":95,"12_col-height":96,"default_landscape":97,"default_landscape-width":98,"default_landscape-height":72,"default_portrait":99,"default_portrait-width":72,"default_portrait-height":98,"6_col_and_margin_short":100,"6_col_and_margin_short-width":92,"6_col_and_margin_short-height":96,"11_col_and_margin":101,"11_col_and_margin-width":102,"11_col_and_margin-height":96,"9_col_rectangle":103,"9_col_rectangle-width":104,"9_col_rectangle-height":105,"11_col":106,"11_col-width":107,"11_col-height":96,"staff_image_696_600":108,"staff_image_696_600-width":71,"staff_image_696_600-height":72,"rectangular_thumbnail":109,"rectangular_thumbnail-width":110,"rectangular_thumbnail-height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":113,"reduced":27,"top_overlap":114,"bottom_underlap":114,"disable_observer":-1,"heading":115,"cta_text":116,"cta_link":117,"items":118},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[119,136,148],{"type_key":16,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":133},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127,130],{"name":128,"image":129},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":131,"image":132},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":134,"name":135},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":142,"authors":143,"category":147},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144,146],{"name":145,"image":129},"Harry Clements",{"name":131,"image":132},{"to":134,"name":135},{"type_key":16,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":159},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156,157],{"name":145,"image":129},{"name":158,"image":129},"Jennifer Shin",{"to":134,"name":135},{"type":161,"style":162,"heading":28,"date":4,"updatedAt":163,"reading_minutes":124,"image":164,"imageAlt":28,"categories":165,"collections":348},"blog-post","light","2023-06-21T11:04:33","https:\u002F\u002Fadmin.impressiondigital.com\u002Fapp\u002Fuploads\u002F2023\u002F06\u002Fammar-devedzic-pbH2moaClEs-unsplash-1860x1180.jpg",[166],{"id":10,"count":167,"description":168,"link":134,"name":135,"slug":169,"taxonomy":170,"parent":51,"meta":171,"acf":172,"head_links":173,"resource_count":174,"yoast_title":175,"yoast_meta":176,"yoast_json_ld":221,"_links":320,"path":134},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[177,179,182,185,188,191,194,196,198,200,203,206,209,212,215,218],{"property":178,"content":175},"title",{"property":180,"content":181},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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