Finding success with Smart Bidding

Pick the right bid strategy

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Choose a strategy that aligns with your main business goal

Business Goal

Campaign Goal

Bidding Method

Increase sales, profit, or qualified leads Get as much conversion value as possible at a fixed budget or fixed return on ad spend Maximize conversion value with optional target ROAS

Increase transactions or leads Get as many conversions as possible at a fixed budget or fixed cost per action Maximize conversions with optional target CPA

Increase website visitors Get as many clicks to your websites as possible with the given budget Maximize clicks

Increase or stabilize awareness Show at your desired location (e.g., top of page) and impression share in auctions Target impression share

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Optimize your ROI with Maximize conversion value or by setting a target ROAS

Since some conversions are worth more than others, we recommend that you report revenue or values associated with those conversions and then use a Maximize conversion value bid strategy and set a target ROAS (return on ad spend).

Set a target ROAS using the Maximize conversion value strategy if your goal is to achieve a desired ROAS across your campaign or portfolio of campaigns.
Use the Maximize conversion value strategy without a target if your goal is to drive as much conversion value as possible within a set budget.

If you value all conversions equally, then consider the following:

Set a target CPA using the Maximize conversions strategy if your goal is to maintain an average CPA across a campaign or portfolio of campaigns.
Use the Maximize conversions strategy without a target if your goal is to drive as many conversions as possible within a set budget.

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Know when to use seasonality adjustments with Smart Bidding

Seasonality adjustments should be used for specific situations when you can predict conversion rates will temporarily change for a short period of time.

Situation

Use seasonality adjustments?

You believe a major change in conversion rates will temporarily occur for 1-7 days for an unprecedented reason such as a promotion.

Green checkmarkYes

You don’t expect conversion rates to change meaningfully, but instead expect your mix of users to change due to a seasonal period such as back-to-school time.

Red no iconNo, Smart Bidding will account for these changes

You expect the seasonal period to apply for more than 7 days.

Red no iconNo, Smart Bidding will account for these changes

Next: Test your bid strategy

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