Shane Quigley's Blog

A few months ago, Google released a couple of new alternatives to the 'maximum cost-per-click' bids on Adwords, called Preferred Bidding and Budget Optimiser.

Preferred Bidding allows you to specify how much you'd like to pay for each click on average, and Adwords will adjust your bids accordingly. Budget Optimiser takes your daily budget and tries to generate as many clicks as possible for your money.

But is this really what you want to be doing? Both of these options are set at campaign level, and neither looks at the conversion rate of individual keywords or Adgroups, or indeed the value of a conversion.