What are the different bidding options?

The bidding options enable you to focus on one of three goals: clicks, impressions, or conversions.

Focus on clicks

Cost-per-click (CPC) bidding means you pay only when someone clicks on your ad. If you're mostly interested in getting traffic on your site, we recommend choosing one of the two "Focus on clicks" options below.

 

  • Automatic bidding
    With automatic bidding, you set a daily budget, and Google Ads works to bring you the most clicks possible within that budget. Learn more about automatic bidding.
     
  • Manual bidding
    As with automatic bidding, you pay only when someone clicks on your ad. However, this option lets you control your own maximum CPC bids. You can set bids at the ad group level, or for individual keywords or placements. Learn more about manual bidding for clicks.

 

Focus on viewable impressions

Instead of bidding and paying only for clicks, you can choose to bid for viewable impressions on your ad. This option uses cost-per-thousand viewable impressions (viewable CPM) bidding, so you pay for every thousand times your ad appears. If you're mostly interested in getting ad visibility, we recommend choosing this option.

As with manual bidding in the "Focus on clicks" option, you can set bids at the ad group level, or for individual keywords and placements. For example, if you find that certain keywords or placements are more profitable, you can allocate more of your advertising budget to those keywords or placements. Learn more about bidding for impressions.

Focus on conversions (Conversion Optimizer)

This advanced bidding option enables you to specify a maximum cost-per-acquisition (CPA) bid or a target CPA bid for each ad group in your campaign. Learn more about CPA bidding.

Find out which bidding options are available for your campaign.

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