Keyword Bidding

Keyword bidding is the process of setting how much you are willing to pay for traffic on specific search queries in an ad auction. Bidding can be manual or automated, with strategies optimized for clicks, conversions, CPA, or ROAS depending on business goals. Strong bidding is not just about higher bids; it balances expected value per click, conversion probability, and budget constraints. Teams should segment branded vs non-branded intent, use negative keywords to protect spend, and adjust bids with performance evidence instead of assumptions. Effective bidding improves impression quality, not only ad volume, and protects profitability as competition changes.