Bidding Strategy
A bidding strategy is the method — manual or automated — that decides how much you bid in each ad auction. Options range from manual CPC to automated goals like target CPA, target ROAS, or maximize conversions.
Also called: Bid strategyFormula
Bid strategy = rule that sets your auction bid toward a goalExample
A target ROAS strategy of 400% tells the platform's AI to bid more on impressions likely to return $4 per $1, and less on the rest.
Why it matters
The right strategy aligns bidding with your objective and lets the platform's machine learning use signals you can't act on manually — but automated strategies need solid conversion tracking and enough data to work well.
Put these metrics to work
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FAQ
Manual or automated bidding?
Automated (Smart Bidding) usually wins once you have reliable conversion tracking and enough conversions to learn from; manual gives more control on thin-data or brand campaigns.
Why did my automated bidding underperform?
Common causes are too few conversions, broken or delayed conversion tracking, or unrealistic targets that starve delivery. Give it accurate data and a reachable goal.