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Target CPA (Cost-Per-Action) – Automatically sets bids to get as many conversions as possible at your target cost-per-action.
Target ROAS (Return on Ad Spend) – Automatically sets bids to maximize conversion value at your target return on ad spend.
Maximize Conversions – Automatically sets bids to maximize conversions within your budget.
Maximize Conversion Value – Automatically sets bids to maximize conversion value within your budget.
Enhanced CPC – Automatically adjust your manual CPC bids up and down based on the likelihood of a conversion.
Maximize Clicks – Automatically sets bids to get as many clicks as possible within your budget.
Manual CPC – You manually set max CPC bids at the keyword or ad group level.
Target Impression Share – Automatically sets bids to achieve your impression share goal.
Target CPM – You set an average CPM bid for impressions.
Viewable CPM – You set an average CPM bid for viewable impressions.
CPV – You set a max bid per video view.