I want to take a minute to talk about bidding. There are a lot of moving parts related to bidding. Basically there are several businesses who want to show up for certain keywords. The bid can go up or down based on factors such as time of day and competition. Google then uses their algorithms to determine who should show up based on factors such as relevance to the ad and budget. Whatever that bid is when it shown is how much it will cost for someone to click on your ad.
I want to highlight this because often Google will recommend certain strategies to help your ads convert. Many of these strategies, however, take a lot of control from the account. These strategies are optimized by what Google thinks is best. There are times where this is in fact true, however, there are many times where this actually spends more of your money less effectively. It gives Google the control to spend your money however they see fit instead of allowing you control over your budget and target audience.
I recommend starting with as much control as possible and moving into other strategies once you see how your ads perform. At the end of the day Google wants to make money and is not concerned about how they get it. Running Google Ads and not sure if your money is being spent wisely? Set up your free consultation today!