When you’re setting up a campaign, deciding on the right bid strategy is a key step. Your bid strategy determines how your budget is spent and impacts the results you achieve. Let’s break down the three main strategies you can choose from and how they work.
1. Highest Volume Strategy
This is the default setting for your campaign. The goal here is simple: get the most results possible for your budget.
How it works: The system doesn’t try to limit how much each result costs. It focuses purely on volume, making it a great choice if your priority is reaching as many people or generating as many leads as possible, regardless of cost.
Best for: When you want maximum exposure and don’t mind some fluctuation in cost per result.
2. Cost CAP
This strategy allows you to set an average cost you’re willing to pay for each result.
How it works: The system aims to deliver results close to your specified cost over time. However, the actual cost per result might vary and occasionally exceed your set amount.
Best for: When you need to keep costs relatively predictable but are okay with some variation to meet your target.
3. Bid CAP
This strategy sets a strict upper limit on how much you’re willing to bid in the auction for each result.
How it works: If your bid is lower than what’s needed to win in current auctions, you might see fewer or no conversions. This ensures you never exceed your maximum bid but limits your ability to compete for results.
Best for: When you have a strict budget and are willing to sacrifice volume for cost control.
Use Highest Volume Strategy if you want to maximize results without worrying about individual costs.
Choose Cost CAP if you want a balance between controlling costs and achieving volume.
Opt for Bid CAP if staying within a strict budget is more important than the number of results you achieve.
Understanding these strategies will help you align your campaign setup with your business goals, ensuring you get the best value for your budget.