Quick answer: In Google Ads, choose the automated bid strategy that matches your campaign goal: visibility (Target impression share), clicks (Maximize clicks), conversions (Maximize conversions or Target CPA), conversion value (Maximize conversion value or Target ROAS), and views or interactions for video ads (such as Target CPV or Target CPM).
| Campaign goal | Bid strategy | Use when |
|---|---|---|
| Visibility | Target impression share | You want to appear at the top for brand or key searches |
| Clicks | Maximize clicks | You want website traffic and have no conversion tracking yet |
| Conversions | Maximize conversions / Target CPA | You track leads or sales and want more of them at a set cost |
| Conversion value | Maximize conversion value / Target ROAS | You sell online and track revenue |
| Views (video) | Target CPV / Target CPM | You run YouTube ads for awareness |
There are basically 4 types of bid strategy
1. Visibility
2. Clicks
3. Conversions (Value or unit)
4. View or interactions (for Video ads)
Frequently asked questions
Which bid strategy should a new campaign use?
Start with Maximize clicks if you have no conversion data, or Maximize conversions if conversion tracking is ready. Add a target (CPA or ROAS) after you have enough conversions.
What is Smart Bidding?
Smart Bidding is Google’s set of automated strategies that use machine learning to bid for conversions or conversion value in each auction.