Why should I start with clicks when setting up bidding in Google Ads?

Short Answer: When setting up bidding in Google Ads, you should start by focusing on clicks because Google initially does not know what a conversion looks like for your campaign. By optimizing for clicks first, you can gather valuable data. Once you have around 50 conversions, you can then consider switching your bidding strategy to focus on conversions.

Full Explanation

At the onset of your Google Ads campaign, the platform lacks the information needed to identify what counts as a successful conversion for your specific goals. Since Google needs adequate conversion data to optimize bids effectively for conversions, the best approach initially is to prioritize clicks. Focusing on clicks allows you to build up the necessary data by driving traffic to your site without relying on conversion specifics that Google has yet to learn.

Step-by-Step Breakdown

Start with clicks: Set your bidding strategy to focus on getting as many clicks as possible. This helps you attract traffic and begin data collection.
Gather conversion data: As your campaign progresses, pay attention to when conversions start happening. Continue optimizing for clicks until you accumulate approximately 50 conversions.
Switch to conversion-based bidding: Once you reach the threshold of 50 conversions, you can start experimenting with bidding strategies that focus on conversions, enabling Google Ads to better optimize towards your end goals.

Real Examples

While specific industry examples are not provided here, the general principle applies to all Google Ads campaigns regardless of the niche. To effectively train Google’s algorithm on what a conversion looks like, initial focus on clicks ensures that your campaign gains sufficient engagement data before moving to conversion optimization.

Common Mistakes

Rushing to conversion bidding too soon: Switching to conversion-focused bidding before gathering enough data can lead to poor performance because Google does not have clear information on what counts as a conversion.
Ignoring click data: Underestimating the importance of clicks in the early campaign stages can hamper the collection of meaningful data needed for successful conversion bidding later.

FAQs

Q: Why is 50 conversions the target number before switching to conversion bidding?
A: 50 conversions provide enough data for Google’s algorithm to reliably learn what a conversion looks like and optimize bids accordingly.

Q: Can I start with conversions from the beginning?
A: It’s generally not recommended because without sufficient conversion data, Google Ads cannot effectively optimize your bids for conversions.

Key Takeaways

Begin your Google Ads bidding strategy focusing on clicks to allow Google to gather initial data.
Wait until you have approximately 50 conversions before switching to conversion-based bidding.
This approach helps Google’s algorithm better understand your conversion goals and optimize campaign performance effectively.