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Bidding strategy - Coggle Diagram

- - - - Revenue
    - - Target return on ad spend (Target ROAS)
        
        much conversion value as possible at the target return on ad spend (ROAS) you set
- - - - Conversions
    - - Maximize Conversions
        
        Drive as much conversion volume as possible within your budget.
        
        You don't need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.
      - Target cost-per-acquisition (tCPA)
        
        automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.
      - Enhanced cost-per-click (eCPC)
        
        automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion.
  - - - Target cost-per-acquisition (tCPA)
        
        Maximize amount of conversions, without considering order value
        
        lead generation
        
        eCommerce businesses
      - Enhanced cost-per-click (eCPC)
        
        For Search
        
        set the core bid manually
        
        through third-party bidding tools
        
        with an added layer of real-time optimization
        
        For Display
        
        dvertisers who do not have conversion tracking
        
        use a third-party bidding system
        
        insist on setting bids manually with an added layer of real-time optimization
        
        great for lead generation and to drive online sales
      - Maximize Conversions
        
        maximize the number of conversions
        
        spend a fixed budget and don’t have an explicit CPA/ROAS goal
- - - - Visibility
    - - Target impression share
        
        meeting a specific impression share threshold
        
        specific location on the search results page
        
        anywhere
        
        , top of page, or
        
        absolute top of page.
- - - - Clicks
    - - Maximize clicks
        
        get you as many clicks as possible within a target spend amount that you choose.
    - - Budget-constrained campaigns focused on driving clicks
      - Drive more click volume
      - Upper funnel keywords that have high assist value in conversion
      - Maximize traffic when extra budget is received