Marie is a marketer trying to maximize specific user actions after the click. Which automated bidding strategy should she use to accomplish this?

Analysis of Correct Answer(s)

• Conversion-focused bidding is the correct choice because Marie's goal is to maximize specific user actions that occur after an ad click. In Google Ads, these valuable post-click actions are defined as conversions.
• This category of automated bidding uses machine learning to optimize bids for users who are most likely to complete a desired action, such as making a purchase, filling out a form, or signing up.
• Key strategies in this category include:
  • Maximize Conversions: Aims to get the most conversions possible within your budget.
  • Target CPA (Cost Per Action): Focuses on acquiring conversions at or below a specific cost you set.
  • Enhanced CPC (eCPC): Adjusts manual bids up or down based on a click's likelihood to lead to a conversion.

Analysis of Incorrect Options

• Awareness-based bidding: This strategy (e.g., Viewable CPM) is designed to maximize impressions and reach. Its goal is to make sure the ad is seen by a wide audience, not to drive specific actions.
• Consideration-focused bidding: This focuses on driving clicks and website traffic to encourage users to learn more about a product or service. While it precedes conversion, its primary goal is not the final action itself.
• Retention-focused bidding: This is not a recognized automated bidding category within Google Ads. While retention is a marketing goal, it is not a specific bidding strategy type.