Bidding strategies

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.

Field name

Type

Description

String

Possible Values:

"MAX_CONVERSIONS"
"TARGET_CPA"
"SMART"
"FIXED"

--
See table below.

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For a detailed overview of bidding strategies, see the Help Center: Setting Your Bid Strategy

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	Recommendedfor _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