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updatedAt: 2026-06-28T20:05:09.000Z
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Fetch the complete documentation index at: https://developers.taboola.com/backstage-api/llms.txt. Use this file to discover all available pages before exploring further. Append .md to any documentation page URL to get its markdown version.

# Bidding strategies

Bid Strategy > Overview & supported values

### Overview

For a given campaign, you can choose from **4 bidding strategies**:

<Table align={["left","left","left"]}>
  <thead>
    <tr>
      <th style={{ textAlign: "left" }}>
        Field name
      </th>

      <th style={{ textAlign: "left" }}>
        Type
      </th>

      <th style={{ textAlign: "left" }}>
        Description
      </th>
    </tr>
  </thead>

  <tbody>
    <tr>
      <td style={{ textAlign: "left" }}>
         [`bid_strategy`](https://developers.taboola.com/backstage-api/docs/campaign-bid-strategy)
      </td>

      <td style={{ textAlign: "left" }}>
        String
      </td>

      <td style={{ textAlign: "left" }}>
        **Possible Values:**  

        `"MAX_CONVERSIONS"`\
        `"TARGET_CPA"`\
        `"SMART"`\
        `"FIXED"`  

        \--\
        See table below.
      </td>
    </tr>
  </tbody>
</Table>

> 📘
>
> For a detailed overview of bidding strategies, see the **Help Center**: <a href="https://help.taboola.com/hc/en-us/articles/12492359320855-Setting-Your-Bid-Strategy" target="_blank">Setting Your Bid Strategy</a>

### Supported values

The table below provides a brief description of each bidding strategy. For more detail, as well as examples, see the pages that follow.

<Table>
  <thead>
    <tr>
      <th>
        Value
      </th>

      <th>
        Summary
      </th>

      <th>
        Description
      </th>
    </tr>
  </thead>

  <tbody>
    <tr>
      <td>
        `"MAX_CONVERSIONS"`
      </td>

      <td>
        Maximize conversions
      </td>

      <td>
        * Recommended*for \_new* campaigns.  

        Bids are automatically optimized to maximize conversions within the campaign budget specified.  

        For more detail, as well as examples, see: [Maximize conversions](https://developers.taboola.com/backstage-api/docs/maximize-conversions)
      </td>
    </tr>

    <tr>
      <td>
        `"TARGET_CPA"`
      </td>

      <td>
        Maximize conversions *and* target a given CPA
      </td>

      <td>
        Bids are automatically optimized to maximize conversions within the campaign budget specified.  

        In addition, the baseline bid is auto-adjusted to target the [`cpa_goal`](https://developers.taboola.com/backstage-api/docs/campaign-cpa-goal).  

        For more detail, as well as examples, see: [Target CPA](https://developers.taboola.com/backstage-api/docs/target-cpa)
      </td>
    </tr>

    <tr>
      <td>
        `"SMART"`
      </td>

      <td>
        Enhanced CPC
      </td>

      <td>
        [`cpc`](https://developers.taboola.com/backstage-api/docs/campaign-cpc) is used as the *baseline bid*.  

        The actual bid is auto-adjusted to maximize campaign performance at scale.  

        For more detail, as well as examples, see: [Enhanced CPC](https://developers.taboola.com/backstage-api/docs/enhanced-cpc)
      </td>
    </tr>

    <tr>
      <td>
        `"FIXED"`
      </td>

      <td>
        Fixed CPC
      </td>

      <td>
        [`cpc`](https://developers.taboola.com/backstage-api/docs/campaign-cpc) is used as a *fixed bid*.  

        For more detail and examples, see: [Fixed CPC](https://developers.taboola.com/backstage-api/docs/fixed-cpc)
      </td>
    </tr>
  </tbody>
</Table>