What is a bid strategy?
A bid strategy is the method a campaign uses to decide how much to bid in auctions. It can be manual, where you set the bids, or automated, where the platform adjusts bids to meet a goal such as clicks or conversions.
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Common types of bid strategies
Manual strategies let you set the price you'll pay, such as a maximum cost per click. Automated strategies aim for an outcome, such as the most conversions, a target cost per acquisition, or a target return on ad spend.
Some strategies focus on visibility, such as impressions or impression share, while others focus on clicks or on sales and revenue.
Matching strategy to goal
Choose the strategy that matches what you want the campaign to achieve. If the goal is leads, a strategy built around conversions fits better than one built around clicks.
Start simple and change one thing at a time. Changing strategy, budget, and targeting together makes it hard to tell what caused a change in results.
What to watch
Check the strategy against conversion volume and your cost targets. Strategies that rely on learning need steady, accurate conversion data to perform.
Common questions
How do I choose a bid strategy?
Start with your main goal, such as clicks, leads, or revenue. Then pick the strategy built for that goal, and check you have enough conversion data if it relies on automation.
Can I change my bid strategy later?
Yes, most platforms let you switch. A change usually triggers a period of adjustment, so make it deliberately and judge results over time.
What is the difference between a bid strategy and a bid?
A bid is the amount offered in one auction. A bid strategy is the rule set that decides those bids across the campaign.
Should new campaigns use automated bidding?
Often a new campaign has little data, so automation may need time to learn. Many advertisers begin with a simpler strategy and move to automation as conversions build up.
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