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

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

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.”

CTA stands for Call-To-Action, encouraging users to take specific actions.