Choosing the right bidding strategy can make or break your Google Shopping campaigns. Many advertisers wonder if using Manual CPC attracts unqualified leads compared to automated strategies like Target ROAS. Let’s dig into the details and uncover what really happens.
Why Bidding Strategies Matter
Your bidding strategy directly affects who clicks on your ads and how much you pay for those clicks. Manual CPC gives you control over bids, but it also means you’re doing the heavy lifting without AI support. Automated strategies like Target ROAS use machine learning to optimize bids based on performance goals.
Unqualified leads happen when ads attract users unlikely to convert. This wastes budget and lowers ROI. Understanding how Manual CPC stacks up against automated options is key to avoiding this trap.
Tip: Always align your bidding strategy with your campaign goals—not just convenience.
Manual CPC vs. Automated Bidding
With Manual CPC, you set individual bids for each product group. This works well if you know exactly which products perform best and have time to adjust bids regularly. However, it lacks the predictive power of AI-driven tools that analyze user behavior in real-time.
Automated strategies like Target ROAS evaluate data across thousands of signals, including device type, location, and past purchase behavior. These insights help filter out low-intent users who are less likely to convert, improving lead quality.
This doesn’t mean Manual CPC always brings bad leads. It simply depends on how well you manage it. Without AI filtering, though, there’s a higher risk of attracting irrelevant traffic.
What About AI Filtering?
Google uses AI in its automated strategies to refine targeting. For example, Smart Bidding adjusts bids dynamically to maximize conversions while considering factors like search intent. If you stick with Manual CPC, you miss out on these advanced optimizations.
That said, some advertisers prefer Manual CPC because they feel more in control. But remember: control comes at the cost of efficiency and scalability.
Steps to Improve Lead Quality
If you’re concerned about unqualified leads, here’s what you can do:
- Test Both Strategies: Run A/B tests comparing Manual CPC and Target ROAS. Track metrics like conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).
- Refine Your Audiences: Use audience exclusions and custom intent segments to focus on high-value shoppers.
- Leverage Negative Keywords: Add negative keywords to avoid showing ads to irrelevant searches.
- Monitor Performance Regularly: Keep an eye on top-performing products and adjust bids accordingly.
Action Plan Moving Forward
To get the most from your campaigns, combine human expertise with AI capabilities. Start by testing both Manual CPC and automated strategies. Analyze the results to see which approach delivers better-qualified leads. Then refine your process based on data—not assumptions.
Remember, no single strategy fits every business. The key is finding what works for your unique goals and resources.
Keep in Mind: Automation isn’t magic—it still requires oversight. Regularly review recommendations and tweak settings as needed.