The 6 Biggest Mistakes In Manual Bidding And How To Fix Them

Manual bidding in Google Ads services enables advertisers to set the maximum cost per click (CPC) at their terms for each ad group and keyword. This allows advertisers to have more control over where and how the money is spent, unlike automated bidding, where Google uses machine learning to make those decisions.

Manual CPC is an ideal choice for many advertisers because it provides more control and requires a small budget. However, if manual bidding is not done correctly, it can lead to underperformance and wasted spending.

In this blog, we will explore the six common mistakes that advertisers make when using manual bidding and how to correct them.

Mistake 1: Not Knowing When to Use Manual CPC Bidding

One of the biggest mistakes advertisers make is selecting the manual bidding method for their Google Ads without fully understanding when it is the right time to use it. Although manual bidding provides complete control over your bids, it also requires close involvement in campaign management. It’s better to use an automated bidding strategy if you can’t regularly monitor your performance and are unsure of how your audience behaves.

So, when should you use manual bidding? Manual bidding is best suited when you have clarity about your conversion value and a specific audience and need to fine-tune individual keywords. It also works best for advertisers who have a limited budget and want to have control over every dollar they are spending. When choosing online bidding, it’s essential to assess whether you can fully monitor it and dedicate the necessary time to it.

Mistake 2: Using the Wrong Lookback Window

The lookback window refers to the time frame that you use to review the performance of your campaign. Many advertisers make the mistake of analyzing overlapping performance data without allowing enough time between bid changes, which results in non-reliable insights and confusion. For instance, if you adjust your bids based on a week’s performance and include the same week in your following review, you are combining new and old data.

The correct way to review your performance is to review data from different periods. Once you have adjusted the bid based on week 1 data, analyze the week 2 data separately; do not include the week 1 data again. This will help provide a clear comparison of what is working for you. Always check when your last bid change was made, and only use fresh, post-change data to guide your next decisions.

Mistake 3: Not Reviewing Performance Regularly

The manual bidding method is not something that you can just set and forget. Another common mistake many advertisers make is failing to establish a routine schedule to monitor their Google Ads’ performance. Without regular review checks, it can be challenging to identify underperforming keywords and other elements that need improvement.

However, it does not mean that you should change the bid every week just for the sake of it. Some keywords need to be changed every few months if they remain stable. Being consistent is the key here. So, create a calendar to review your performance weekly and plan your bid adjustment based on real data rather than assumptions. This routine planning will help you spot opportunities early on for better decisions making over time.

Mistake 4: Ignoring Bid Modifiers

Bid modifiers allow you to increase and decrease bids depending on factors such as time of day, demographic groups, device type(mobile or desktop), and specific audience. Using bid modifiers is one of the most significant advantages of using manual CPC, yet many advertisers overlook them. Google’s automated strategy also uses these modifiers in the background, and during manual bidding, advertisers have direct control.

If you are not using them, then you may be missing out on accuracy. For instance, if the majority of your bids occur during the afternoon or evenings, an ad schedule modifier can help you bid more aggressively during those times. Additionally, bid modifiers don’t need frequent reviewing; monthly and quarterly reviews are enough to improve results and to better control where and when your ad shows.

Mistake 5: Making Bid Adjustments That Are Too Small or Too Big

Another mistake is making bid adjustments that are too small or too big. For instance, changing the bid by just 2-3 % won’t make much of a difference and may waste your time. On the other hand, creating a bid adjustment of 40-50% may disrupt your performance, making it difficult for you to determine the cause of the changes. Even though there is no reasonable bid percentage adjustment, you can adopt a more balanced approach that involves making moderate bid adjustments of between 10% and 15% based on performance data.

If a keyword converts well but does not rank high enough, a small increase in bid may increase visibility and conversions. Similarly, if a term has high expenses but low returns, gradually decreasing the bid reduces waste without completely eliminating it. Always consider how adjustments influence results before making another decision.

Mistake 6: Only Focusing on Short-Term Performance

Making practical judgments requires the use of short-term data, but focusing just on current performance may cause you to lose vision of the broader picture. Many advertisers make quick adjustments based on outcomes after only a few days or a week. However, a number of variables, including competitor activity, fluctuations in demand, and algorithm updates, might affect Google Ads’ success.

Monitoring long-term patterns on a monthly or even quarterly basis is crucial. Long-term performance analysis reveals ongoing patterns, keyword fluctuations in demand, and general growth or decline. This viewpoint provides a solid platform for making strategic decisions that increase your ROI over time.

Manual Bidding Can Work If Done Right

If you plan to manage manual CPC bidding, be aware of these common mistakes. Regular performance reviews, strategic adjustments, and partnering with professionals like us at DexDel can help. We implement the best practices to provide more effective management of your campaigns and help you improve your campaign performance. With a thoughtful approach, manual CPC can be a valuable part of your bidding strategy.