Bid strategy

A bid strategy is the method by which an advertiser sets what to bid in the auction for each impression or click. The strategy can be manual or automated and is often steered toward a goal such as clicks, conversions, CPA, or ROAS. The choice of bid strategy determines how the platform's algorithm prioritizes the budget.

An advertiser aiming for as many sales as possible within a fixed return requirement chooses a bid strategy based on target ROAS rather than manual CPC.