Bidding – how are you willing to pay and what are you willing to pay for
- Conversions – cannot be selected if you have a new account
- Conversion value – cannot be selected if you have a new account
- Impression share – There's a total amount of impressions that you can get when you target a certain keyword. If you select this option, you’ll need to specify how many of those impressions you want to get to show your ads for.
- Clicks – when someone clicks on your ad
Set a maximum cost per click bid limit – if this is selected, you can specify the maximum amount you’re willing to bid per click
There’s also an option to select a bid strategy directly.
These are the options that will show once you click on it:
With the automated bidding strategy, we are relying on Google to do certain optimizations for us. For this strategy what we normally use is Target CPA or Target ROAS.
Most of the time, you’re gonna go with Manual CPC and one of the main reasons for doing that is it creates the most clean data. This option is recommended for beginners.