Finding success with Smart Bidding

Pick the right bid strategy

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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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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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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.	Yes
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.	No, Smart Bidding will account for these changes
You expect the seasonal period to apply for more than 7 days.	No, Smart Bidding will account for these changes

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