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

Manual bidding allows advertisers to set their own bid amounts.

Smart Bidding is Google’s AI-powered bidding strategy focused on conversions or value.

Target CPA bidding aims to generate conversions at a specified acquisition cost.

Target ROAS bidding optimizes campaigns to achieve a specific return on ad spend.

This strategy automatically adjusts bids to get the highest possible conversions within budget.

Brand awareness campaigns focus on increasing visibility and recognition.