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After you have targeted your ad campaign by location and language the next step is to determine your
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bids and Budget.
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Now by default this would probably show up as manual CPC manual cost per click and over on the right
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here we can get an explanation of what this is.
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It really allows you to set your own maximum cost per click for your ads so you can say I only want
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to pay one dollar for a click.
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You can set that up now.
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Now this is a manual bidding strategy because you really set that cost per click your self.
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But there are also automated bidding strategies.
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And I just want to give you a high level overview of these.
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But ultimately for this example and for your first campaign I'd recommend you do manual CPC so you can
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really keep the costs low and not let things kind of go out of control.
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So if we come over to target CPA we can see this law is here to set the bids to get most conversions.
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So if you select this option you won't be saying that I want one dollar per click you will be saying
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I want to really increase my bids as much as possible to get a cost per acquisition.
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So if we click in to that in order to really for AdWords to determine their cost per acquisition they
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need to be measuring how many ads there resulting in acquisitions.
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And so to do that you need to set a conversion tracking so to use this type of automated bidding strategy
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there are a couple of extra set setups steps and that would really require you to put a little piece
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of code on your Web site so that words can see which ads are resulting in the most amount of conversions
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and those conversions could be email sign ups.
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They could be even in sales on the site.
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So I won't go into all the details but I just want to briefly run through these other automated bidding
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strategies do you have a understanding of what they are and target or OAS target return on ad spend.
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So this is a slightly different metric you're not trying to get that cost per acquisition you're really
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trying to get a target return on ad spend and once again you would have to set up conversion tracking
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and to really get that done.
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Next up we have maximum Quick's.
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So if you just want to get the maximum amount of clicks on your Web site well then this is the option
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that you would select.
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Next up with maximum conversions.
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So once again it's just getting the maximum amount of conversions.
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Not even for a targeted cost per acquisition which is the maximum again that would require conversion
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tracking.
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Moving on then we have target search page location.
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So this is say for example if you wanted to appear in a certain position on the search results then
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they will automatically bid as much as they need AdWords will automatically get as much as they need
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to get say to the first spot.
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So you can imagine that that can get pretty expensive.
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So you want to be careful if you're selecting that strategy and target outranking share quite similar
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but it's not that you're just getting to say the top spot that you could be ranking a competitor.
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So for example if I wanted to always be ranking you da city.
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Well then I could select this option and really put in the domain that I want to rank and then I'll
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always be ranking them.
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Now coming on than I have in hand CPC.
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So again we need set up that conversion tracking and this will just allow you to get the it will actually
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raise your bids for clicks that seem more likely to lead to a sale or conversion on your Web site.
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So that is just a brief overview of those automated bidding strategies.
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You can see there is that extra set up process for conversion tracking for a lot of them.
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And the dangerous thing I think if you're a beginner is that you will be handing over the the bid to
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Google Adwords for them to determine.
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So that's why I would recommend you really just stick with manual's CPC to get started.
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So you can really understand and control the costs for your first campaign.
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Now budget I would recommend you keep it pretty small.
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You can just put it in as 20 euros per day to get started.
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