Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.
Maximize Conversions: Drive as much conversion volume as possible within your budget. You don't need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.
Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.
Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion.
Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don't have an explicit CPA/ROAS goal
Target cost-per-acquisition (tCPA):
Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses.
Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.
Enhanced cost-per-click (eCPC):
For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization.
For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.