Manual bidding allows advertisers to set their own bid amounts.

Automated bidding uses machine learning to optimize bids for campaign goals.

Campaign optimization improves performance through targeting, bidding, and creative adjustments.

Frequency measures how often a user sees an ad.

Rotate creatives, refresh messaging, and expand audience targeting.

Ad fatigue occurs when audiences repeatedly see the same ad, reducing performance.

Examples include “Buy Now,” “Learn More,” “Sign Up,” and “Get Started.”