Study first
Review the ideas behind the questions
These notes help you connect bid strategies to goals, conversion data, budgets, and learning periods.
Match bidding to the goal
A bid strategy should match what the campaign is trying to achieve. Clicks, conversions, conversion value, and impression share need different optimization logic.
- Use conversion-focused bidding only when conversion measurement is reliable.
- Use value-focused bidding when conversion values reflect business impact.
- Avoid changing strategy based on one short data fluctuation.
- Check whether budget limits are constraining delivery.
Understand Smart Bidding inputs
Smart Bidding uses auction-time signals and conversion data. It performs best when the campaign has meaningful conversion actions and enough signal quality.
- Primary conversion actions can guide bidding.
- Conversion values help value-based strategies prioritize better outcomes.
- Poor or duplicate conversion tracking can mislead bidding.
- Give major bid strategy changes time to learn.
Use targets carefully
Targets such as CPA or ROAS influence how aggressively Google Ads bids. Targets that are too restrictive can reduce volume.
- Target CPA aims for conversions near a cost target.
- Target ROAS aims for conversion value relative to ad spend.
- A sudden target change can affect volume and learning.
- Budget and target settings should be reviewed together.