Clara's colleague recommended that she use a built-in tool called Bid Guidance for her existing Google App campaign. What information can Clara expect to see when using Bid Guidance?
A recommendation of bid adjustments, based on different times of the day and week.
A recommendation of the bid that she should set to compete against similar businesses.
An estimate of the total number of impressions that the app will receive across Google's inventory.
An estimate of the number of installs or in-app actions that she can drive with her bidding strategy.
Explanation
Analysis of Correct Answer(s)
The Bid Guidance tool is a forecasting feature within Google App campaigns designed to help advertisers set effective bids. Its primary function is to show the relationship between your target bid (like target cost per install, tCPI) and the expected outcomes.
- It provides an estimate of the volume of key conversions—specifically installs or in-app actions—that a campaign might achieve at different bid levels. This helps advertisers like Clara make an informed decision by understanding the potential trade-off between cost and conversion volume.
Analysis of Incorrect Options
- Bid adjustments by time: This describes ad scheduling, a feature not typically used for manual adjustment in highly automated App campaigns. The system automatically optimizes for the best times to show ads.
- Bids to compete against others: This is more characteristic of auction insights. Bid Guidance focuses on forecasting your own campaign's potential volume based on your bid, not on providing direct competitive benchmarks.
- Estimate of total impressions: While impressions are part of the process, the goal of an App campaign is performance (installs or actions). Therefore, Bid Guidance focuses on these more meaningful metrics rather than just impressions, which don't directly correlate to campaign success.