Assuming your Adwords account is structured correctly for both Search and Display networks, its time to optimise your spending. Bidding strategy can get very complicated – however the most difficult part isn’t the technical ability to set and adjust bids, its understanding the numbers in your business. Get that part right, and bidding strategy becomes easy.

With that in mind, this video demonstrates the simplicity of Bidding Strategy (but hides the complexity of how real life businesses can actually quantify their ‘Value per Click’).