Bid Strategy > Overview & supported values
Overview
For a given campaign, you can choose from 4 bidding strategies:
| Field name | Type | Description |
|---|---|---|
bid_strategy | String | Possible Values:"MAX_CONVERSIONS""TARGET_CPA""SMART""FIXED"-- See table below. |
For a detailed overview of bidding strategies, see the Help Center: Setting Your Bid Strategy
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.
| Value | Summary | Description |
|---|---|---|
"MAX_CONVERSIONS" | Maximize conversions | 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 |
"TARGET_CPA" | Maximize conversions and target a given CPA | 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.For more detail, as well as examples, see: Target CPA |
"SMART" | Enhanced CPC | 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 |
"FIXED" | Fixed CPC | cpc is used as a fixed bid.For more detail and examples, see: Fixed CPC |