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 |
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 ROASusing 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 strategywithout 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 CPAusing the Maximize conversions strategy if your goal is to maintain an average CPA across a campaign or portfolio of campaigns.
- Use the Maximize conversions strategywithout a target if your goal is to drive as many conversions as possible within a set budget.
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. |
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| 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. |
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| You expect the seasonal period to apply for more than 7 days. |
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