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intermediate
5 min read3 steps427 views

Google Shopping Bidding Strategies Explained

Shopping campaigns support Manual CPC, Maximise Clicks, Target ROAS, and Maximise Conversion Value. For new campaigns, start with Manual CPC or Maximise Clicks to gather data, then transition to Target ROAS once you have at least 15 conversions in 30 days. Set Target ROAS based on your actual histor

Shopping Campaignsgoogle shopping bidding strategies

Quick Summary

Shopping campaigns support Manual CPC, Maximise Clicks, Target ROAS, and Maximise Conversion Value. For new campaigns, start with Manual CPC or Maximise Clicks to gather data, then transition to Target ROAS once you have at least 15 conversions in 30 days. Set Target ROAS based on your actual historical performance, not your aspirational goal — you can tighten it gradually.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Available Strategies

Manual CPC: You set bids at the product group level. Maximum control but highest management overhead. Best for new campaigns where you want to learn which products perform before automating.

Maximise Clicks: Google sets bids to get the most clicks within your budget. Use temporarily to gather data quickly, but switch to a conversion-focused strategy as soon as you have conversion data.

Target ROAS: Google sets bids to achieve your target return on ad spend. This is the recommended long-term strategy for Shopping. Requires at least 15 conversions (ideally 50+) in the last 30 days.

Maximise Conversion Value: Google tries to get the highest total conversion value within your budget without a specific ROAS target. Good when you want maximum revenue without a strict efficiency target.

2

Setting Your Target ROAS

Calculate your break-even ROAS based on product margins. If your average margin is 40%, your break-even ROAS is 250% (1/0.40). Set your initial target slightly below your historical actual ROAS to avoid restricting delivery, then gradually increase it.
3

Bid Strategies by Campaign Type

Standard Shopping gives you more control over bidding. Performance Max handles bidding automatically and does not support Manual CPC. If you need granular bid control, Standard Shopping is the better choice.

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