Pick the right bid strategy

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	Choose a strategy that aligns with your main business goal Business Goal Campaign Goal Bidding Method Increase sales, profit or qualified leads Get as much conversion value as possible at a fixed budget or fixed return on ad spend     Maximise conversion value with optional target ROAS Increase transactions or leads Get as many conversions as possible at a fixed budget or fixed cost per action Maximise conversions with optional target CPA Increase website visitors Get as many clicks to your websites as possible with the given budget Maximise clicks Increase or stabilise awareness Show at your desired location (e.g. top of page) and impression share in auctions Target impression share
	Optimise your ROI with Maximise conversion value or by setting a target ROAS Since some conversions are worth more than others, we recommend that you report revenue or values associated with those conversions and then use a Maximise conversion value bid strategy and set a target ROAS (return on ad spend). Set a target ROAS using the Maximise conversion value strategy if your goal is to achieve a desired ROAS across your campaign or portfolio of campaigns. Use the Maximise conversion value strategy without a target if your goal is to drive as much conversion value as possible within a set budget. If you value all conversions equally, then consider the following: Set a target CPA using the Maximise conversions strategy if your goal is to maintain an average CPA across a campaign or portfolio of campaigns. Use the Maximise conversions strategy without a target if your goal is to drive as many conversions as possible within a set budget.
	Know when to use seasonality adjustments with Smart Bidding Seasonality adjustments should be used for specific situations when you can predict that conversion rates will temporarily change for a short period of time. Situation Use seasonality adjustments? You believe a major change in conversion rates will temporarily occur for one to seven days for an unprecedented reason such as a promotion.  Yes You don’t expect conversion rates to change meaningfully, but instead expect your mix of users to change due to a seasonal period such as back-to-school time. No, Smart Bidding will account for these changes You expect the seasonal period to apply for more than seven days.  No, Smart Bidding will account for these changes