Bidding and optimization
Bid strategy
The rule an advertiser gives the platform for how to bid in each auction.
What it is
Manual strategies set bids by hand; automated ones let the platform set a bid for each auction toward a goal such as conversions or value.
Why it matters
For lead generation and e-commerceThe bid strategy decides what the platform tries to get for the money, so it decides what kind of results arrive.
In practice
Match the strategy to the goal and to the data available: conversion-based strategies need enough tracked conversions to learn.
A common mistake
Choosing an automated strategy without reliable conversion tracking behind it.
All terms