As with ad rotation for split testing, bidding has various options for meeting specific advertising objectives. Profit, increased sales and brand are some of the more popular bidding strategies. Bidding by CPA or ROAS can be very effective for getting the most sales or leads at a certain cost per acquisition. Bidding for the top position, therefore, can be more effective for increased volume and brand awareness. These strategies can be mixed and matched across campaigns depending of metrics like conversion rate.
Automated rules are useful for performing repetitive tasks that must be to done frequently. For example showing certain ads on certain days or at different times of the day. Keyword bidding rules can also use cost per acquisition thresholds and performance targets for making adjustments. For complex rules, automation scripts provide more functionality.
Display Network Audit
Audience targeting is the ability to show ads to groups of people on the internet based on their shared interests and characteristics. Target people that have never been to your website and retarget past website visitors for up to 540 days.
Audience targeting should not be be too wide to meet your advertising goals. Default audiences are often more suited for brand awareness, while advanced combination audiences work better for cost per acquisition goals + growing brand.