Bid strategy options

When you create a campaign, you can choose between two bid strategies: Manage Bids and Maximize Engagements. For both bid strategies, you can turn on Search Match which will automatically match your ad with people looking for what your business has to offer. You also have the option to select your own keyword phrases and categories for both.

Using the Maximize
Engagements strategy

Maximize Engagements is an automated bid strategy designed to help get you the most taps within your budget. This strategy uses the cost-per-tap (CPT) pricing model and an auto-bidder which will leverage your budget to set optimal bids for each search query.

Using the Manage
Bids strategy

Manage Bids is a manual strategy and offers a choice between cost-per-tap (CPT) or cost-per-thousand-impressions (CPM) pricing models. With the CPT pricing model, you determine the highest amount that you're willing to pay for a tap on your ad. With the CPM pricing model, you determine the maximum you’re willing to pay for 1,000 impressions. You’ll use the amount you determine to set a maximum bid for an entire ad group, or for individual keywords.

How to change bid strategies in an
existing campaign

You have the option to change bid strategies anytime.

  1. Go to the Campaigns dashboard, and select the campaign that you want to edit.
  2. Click Edit in the toolbar. From the dropdown menu, choose Campaign Settings.
  3. Next to Bid Strategy & Budget, select the bid strategy that you want.
  4. You’ll be asked if you want to apply the updated campaign settings.
    • If you’re changing a Manage Bids campaign into a Maximize Engagements campaign: Your ad group and keyword bids will be archived.
    • If you’re changing a Maximize Engagements campaign into a Manage Bids campaign: Bids will be added based on recommended bids for the campaign. If the campaign previously used the Manage Bids strategy, your previous bids will be restored.

      After you’ve reviewed the updated settings, click Confirm.
  1. Click Save.

It’s recommended to let your campaign run for at least two weeks before making changes. This will give our system time to learn and adjust to user behaviors.