Maximise Clicks is one of Google’s most popular bidding strategies. It’s the easiest to set up and it probably the easiest to understand. We tell Google how much we want to spend, and ask them to bring us as many clicks as possible within that budget. No need for conversion tracking, no need for Google Analytics linked, we just give Google a budget, and off we go.
But how are Google going to maximise the number of clicks we receive? Well, obviously, they need to get the cost per click as low as possible. And the best way to do that? Get the lowest quality traffic that’s available!
We know that not all clicks are of equal value. A click on a generic keyword is not as valuable as a click on a highly qualified keyword. Clicks on desktop devices tend (yes, tend) to be more valuable than clicks on mobile and tablet devices. Clicks from certain age categories are more valuable than others. So if Google wants to bring us traffic at the lowest possible CPC, it stands to reason that we are going to be getting a lot of clicks on generic searches, clicks from tablet devices and clicks from people over 65 (sorry Mum!). And the likelihood is, this isn’t going to be great for our business. While it may look good to be driving loads of traffic to your site, if it’s not converting, and providing good value to your business, it’s probably not going to be worth paying for.
Instead, we always recommend conversion based bidding strategies – and there are plenty to choose from! In fact, we’ve got another article on this here. We’ve tested these over hundreds of campaigns over the years and have a very good sense of how and when to use each one, so if you need any help with this, please feel free to get in touch for a chat!