- In the “Bidding” section, select a bid strategy.
- Conversions: If you check the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter.
- Conversion Value: If you check the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter.
- (Optional) Under "Customer acquisition", check the "Bid for new customers only" checkbox if you want to refine your target audience, regardless of bid strategy. Learn more About the new customer acquisition goal.
- Note: To bid for new customers, you'll need to include an audience segment with at least 1,000 active members in at least one network.
- Select Next to go to "Campaign settings".
Set your bid strategy
Based on your goals, Performance Max will help set the right bids for every auction to optimize your campaign.
- If you’re tracking values with your conversions, it’s recommended that you use the “Maximize conversion values” bid strategy.
- If you aren’t tracking values and care about all of your conversions equally, consider the “Maximize conversions” bid strategy.
- If you want your campaign to try to meet your Target ROAS, select "Maximize Conversion Values" and check the checkbox for "Set a target return on ad spend".
- If you want your campaign to try to meet your Target CPA, select "Maximize Conversions" and check the checkbox for "Set a target cost per action".
Learn how to Choose your bid and budget.
