WEBINAR

Mapping PPC Campaigns &

Bidding Strategies With the

Daniel Alvarado Frederick

CEO Vallaeys
White Shark Media CEO
Optmyzr

| @WhiteSharkMedia
 Understanding The Buyer's
Journey
1 ■ The Buyer's Journey & Digital Marketing

Agenda ■ Reviewing Intent At Each Stage

Understanding Attribution &

2 ■
Bidding
Attribution Models in Google Ads
■ Bidding Strategies in PPC
■ Focusing Campaign Goals For Conversions

3 Ideal Campaign, Goals &

Bidding
■ Awareness, Interest, Consideration & Decision
■ Full Buyer’s Cycle Campaigns
■ Generative AI

Tips & Best Practices

4 ■ Smart Bidding and Maximizing Performance
■ Most FAQs
 Understanding
The Buyer's Journey
Back to Basics
The Buyer's Journey & Digital
Marketing
 Illustrating How Intent Changes At Each
Stage

A Law Firm Seeking a Solution For Online

Traffic

Awareness Interest Consideration Decision

Begins Thinks Realizes she Further Signs up for

Reads reviews
researching pay-per-click can't manage research into PPC Services
comparisons,
ways to get advertising PPC without pricing and
etc.
more traffic might be the an expert feature
solution to
her problem

1 2 3 4 5 6 7 8 9 10 11

Learns about Researches

Starts Signs up for Requests a
various agencies that
researching agency news Free Audit
traffic could
and learning and updates (likes that
acquisition potentially
PPC there's no
methods help
contracts)
Understanding Attribution
& Bidding
Maximizing Campaign Performance
 Attribution Models in Google Ads

“
Digital Marketing has become fragmented, making
attribution a challenge

The future of
attribution
is data-driven.
- Google
“ of people switch between
screens to complete tasks

✓ Improve Campaign Performance

✓ Optimize Ad Spend
✓ Reach Customers Earlier
✓ Optimize Ad Bidding Process
 Google Ads Bidding Strategies

Google Ads Bidding Method Bidding Type When Should You Use This Strategy?

Manual Cost-Per-Click (CPC) Bidding Manual When you want full control over keyword bids.

Enhanced Cost-Per-Click (ECPC) Semi-Automatic When you want to optimize for conversions.

Target Cost-Per-Acquisition (tCPA) Automatic When you want to maximize conversions at a specific cost.

Target Return on Ad Spend (tROAS) Automatic When you want to maximize revenue or ROI.

Maximize Conversions Automatic When you want to achieve as many conversions as possible.

Maximize Conversions Value Automatic When you want to maximize the total value of conversions.

Higher Clicks Automatic When you want to drive maximum clicks within a budget.

CPM Bidding (Cost-Per-Thousand Impressions) Automatic When you want to optimize for ad impressions and brand visibility.

CVP Bidding (Cost-Per-View) Automatic When you want to optimize views for video ads.

Target Impression Share Bidding Automatic When you want to achieve a specific impression share in the ad auction.

Seasonal Adjustments Manuel/Semi-Automati When you want to make adjustments based on seasonality.
c
 Meta Ads Bidding Strategies

Strategy Type Usen when…

Highest Volume Spend-based Quantity matter more than quality and you don’t have specific CPA goals.
(formerly lowest cost)

Highest Value Spend-based You want to spend your budget but also get higher value conversions.

Cost per result You want to keep your CPA consistent regardless of market conditions.
(formerly cost cap) Goal-based

ROAS goal Goal-based Your want to break even on your ad spend or reach a certain return.
(formerly minimum ROAS)

Bid cap Manual You have a strong understanding of your CVR or use LTV model.
 Attribution and Bidding

AI-POWERED BIDDING & MEASUREMENT

Fuel the funnel and measure the impact.

Conversion, Value-based Conversion Data-driven

& Max Clicks bidding Lift attribution

Optimize across the full Powered by insights from these tools and Google AI,
Demand Gen campaigns allow you to optimise for
funnel with Max Clicks
website traffic, convert high value users and bid
bidding to drive
against efficient metrics while using data driven
consideration goals like site attribution to show the full value of a campaign in the
visits. Google ecosystem.
 Focusing Campaign Goals For Conversions

Top of Funnel

An upper funnel campaign can target

capturing an email address or a
newsletter signup

A lower funnel campaign will target

a signup or purchase

A retargeting campaign can target

high-value sales to existing
customers
Bottom of Funnel
Ideal Campaigns, Goals
& Bidding Strategies
Optimizing Towards The Buyers
Funnel
 Awareness: Brand Building-Attract

Bid
Campaign
Conv. Goal Managemen
Type Top of Funnel
t

Demand Product or Brand tCPA or tROAS

Gen Consideration (Smart Bidding)

Brand
Maximize Conv.
Display Awareness &
(Automated Bidding)
Reach

YouTube Awareness and vCPM

Video Consideration (Manual Bidding)

FB Highest Volume
Awareness Reach (Spend-Based Bottom of Funnel
Bidding)

Pro-tip: For Demand Gen bidding start with Max Conversions and transition to tCPA bidding after achieving 50 conversions.
 Interest: Inform - USPs

Bid
Campaign Top of Funnel
Conv. Goal Managemen
Type
t
Demand Website Traffic tCPA or tROAS
Gen (Smart Bidding)

YouTube CTV Video Completion

CPV Bidding
Ads Rate

FB Engagement Highest Volume

Page Likes, Post
/Video Views (Spend-Based
Engagement/Views
Bidding)

Bottom of Funnel

Pro-tip: Brand Lift helps measure the effectiveness of YouTube CTV Ads across brand metrics, such as awareness, recall, and consideration.
 Consideration: Convert - Promos &
Discounts

Bid
Campaign
Conv. Goal Managemen
Type Top of Funnel
t
Search Maximize Conv.
Conversions tCPA

Shopping Max Clicks

Conversions (Automated Bidding)
tROAS

Video Action Maximize Conv.

Conversions tCPA

LinkedIn Engagement Maximum Delivery

Thought Objective (Automated Bidding) Bottom of Funnel
Leader Ads

Pro-tip: Maximum Delivery for LinkedIn Thought Leader Ads only works on the engagement objective, not brand awareness.
 Decision: Engage - Conversion Optimization

Campaign Bid Top of Funnel

Type Conv. Goal Managemen

t
Max. Conversions
Search
Conversions Max. Conv. Value
(Automated Bidding)

Remarketing tCPA or tROAS

(Search, Video Conversions (Smart Bidding)
& Display)

LinkedIn
Conversions Maximum Delivery
Lead Ads/
(Automated Bidding)
Web Conv.

Bottom of Funnel

Pro-tip: Using Cap Bid management for LinkedIn campaigns can limit audience reach and results you are looking for.
Full Buyer’s Funnel Through PMax & Demand Gen
Campaign
 Generative
AI
Omni-Presence in Buyer’s Journey
Touchpoints

Glasses Buttons and Pins Phone and Desktop

Tips & Best Practices
Campaigns and Bidding for the Buyers
Funnel
 When switching from manual to Smart Bidding we see:

Prioritize Value Based Bidding

Maximized Maximize
Target CPA Conversion Target ROAS
Conversions
Value

+20% +31% +35% +35%

(Search) (Search) Increase in conversion Increase in conversion
Increase in conversions Increase in conversions value value
at similar CPA*** at similar CPA***

Only for Search

 Smart Bidding & Performance

Grow your Smart Bidding Video ad conversion

Transparent performance
campaigns with broad attribution for Smart
reporting
match keywords Bidding

For video ads using Smart

Broad match keywords will Campaign drafts and
Bidding, Google Ads uses
allow the algorithms to learn experiments for Search and
conversion data from your
faster and find additional Display campaigns make it
campaigns to predict how
auctions. Recommended to easy to test how well Smart
likely an engagement with
use in mid-stage funnel to Bidding performs against
your video ad will lead to a
boost optimization or when your current bidding method.
conversion.
traffic is limited.
 FAQ’s

1 When in the buyer's journey should you try to connect with a buyer?

2 Which stage of the buyer's journey are leads usually in?

3 What bidding strategies should I use for a newly created campaign targeting the awareness stage?

4 How do you adjust bid strategies as prospects move through the funnel?

5 When is the best time to use smart bidding, is there a particular stage where it should dominate?

What kind of metrics do you use to check how well the bid strategies are performing
6
across the funnel?
Q A
 ➔ Understanding your business’s buyers journey will help you advertise

Takeaways to your audiences more efficiently.

➔ Achieving better performance with your PPC campaign efforts can

be accomplished by delivering ads suitable for the stage customers
are in the buyer’s journey.

➔ Data-driven attribution can help you understand which marketing

campaigns or tactics were most effective in driving user
engagement, retention, and revenue.
Key

➔ Utilizing the right bidding strategy for campaigns that are aligned to
the buyers funnel will have a higher impact on the results.
Mapping PPC Campaigns &
Bidding Strategies With the