A digital marketing manager is transitioning their campaigns to a value-based bidding strategy. They want to drive more value from their campaigns, but need to operate within a fixed budget.Which Smart Bidding strategy is the right fit for this organization?

The marketing manager's objective is to transition to a value-based bidding strategy and drive more value from campaigns while adhering to a fixed budget.

• Maximize conversion value

  • This Smart Bidding strategy is the perfect fit. It explicitly aims to achieve the highest possible total conversion value for your campaigns within the specified budget.
  • It optimizes bids to prioritize conversions that are estimated to bring more revenue or profit, directly aligning with the goal of "driving more value."
  • When different conversions have varying importance or revenue potential, this strategy ensures the budget is spent on those most likely to generate high value.

• Maximize clicks

  • This strategy focuses on getting the most clicks possible within the budget. It is primarily used for brand awareness or driving traffic, not for optimizing the value of conversions. It does not differentiate between the quality or potential value of clicks.

• Target ROAS (Return On Ad Spend)

  • While Target ROAS is also a value-based strategy, it aims to achieve a specific average return on ad spend. The question emphasizes maximizing value within a fixed budget, implying a desire to spend the entire budget to get as much value as possible.
  • Target ROAS might limit spend if it cannot meet the set ROAS target, potentially leaving budget unspent even if there's more value to be gained.
  • "Maximize conversion value" is more direct when the primary goal is to extract the absolute most value from a predetermined budget, without necessarily hitting a specific ROAS percentage.

• Maximize conversions

  • This strategy focuses on getting the most conversions possible. However, it treats all conversions equally, regardless of their individual value.
  • If some conversions are worth $100 and others $10, "Maximize conversions" might prioritize acquiring more $10 conversions if they are cheaper, which would not fulfill the requirement to "drive more value" or adopt a "value-based" approach.