Video Bidding Strategy
What AdGradr checks
Section titled “What AdGradr checks”AdGradr inspects the bidding strategy on each active video campaign and flags accounts that rely on manual bidding (Manual CPM or Manual CPV). Any video campaign using manual bidding is flagged; accounts where all video campaigns use automated strategies pass the check. This check only runs when your account has active video campaigns.
Preferred bidding strategies for video:
- Target CPV
- Maximize Conversions
- Maximize Conversion Value
- Target CPA
- Target ROAS
Why this matters
Section titled “Why this matters”Manual bidding on video campaigns forces you to set and maintain bids across every audience and placement combination. Google’s auction dynamics shift constantly, and a static bid will overpay when competition is low and lose impressions when competition spikes.
Automated strategies adjust bids in real time based on signals like device, time of day, audience behavior, and content context. For video campaigns, where the number of targeting variables is enormous, automation consistently outperforms manual management.
What good looks like
Section titled “What good looks like”All video campaigns should use one of the automated strategies listed above. The choice depends on your objective:
- Awareness campaigns: Target CPV keeps view costs in check while the algorithm optimizes for engaged viewers.
- Conversion-focused campaigns: Maximize Conversions or Target CPA lets the algorithm bid aggressively for users likely to convert after watching.
- Revenue-focused campaigns: Target ROAS or Maximize Conversion Value optimizes for higher-value conversions, not just volume.
Common mistakes
Section titled “Common mistakes”- Starting with Manual CPV and never migrating. Many accounts launch with manual bids for “control” and never switch. The initial learning period for automated bidding is brief (1 to 2 weeks) and the efficiency gains are permanent.
- Using Manual CPM for in-stream ads. CPM bidding on skippable in-stream means you pay whether someone watches or skips. CPV or conversion-based bidding aligns cost with actual engagement.
- Mixing strategies inconsistently. Having some campaigns on Target CPA and others on Manual CPV makes it difficult to compare performance and allocate budget.
How to fix it
Section titled “How to fix it”- Identify all video campaigns using Manual CPM or Manual CPV.
- Choose the appropriate automated strategy based on each campaign’s objective.
- Set reasonable initial targets (e.g., Target CPV at your current average CPV, Target CPA at your current average CPA).
- Allow 2 weeks for the learning period before evaluating results. Do not make bid changes during this window.
When to ignore this check
Section titled “When to ignore this check”If a video campaign has very low daily spend (under $10/day), automated bidding may not have enough conversion data to optimize effectively. In these edge cases, Manual CPV can be a reasonable interim approach until volume increases.
Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.