Bidding Strategy Types

Video library: Smart Bidding

A bidding strategy can be used as a standard strategy for a single campaign or as a portfolio strategy across multiple campaigns.

In the Google Ads API, all bidding strategies are managed using one or both of the following:

The campaign_bidding_strategy union field of the Campaign object for standard strategies at the campaign level.
The BiddingStrategy object for portfolio strategies at the account level.

Any bidding strategy is defined by a single bidding scheme that matches its type and contains the relevant bids.

In the table below, the Valid Contexts column indicates whether a given BiddingStrategyType and its matching bidding scheme can be used in the context of standard or portfolio strategies.

BiddingStrategyType	Bidding scheme	Valid Contexts	Description
`COMMISSION`	`Commission`	Standard	Works only with Hotel campaigns.
`ENHANCED_CPC`	`EnhancedCpc`	Portfolio	Focus on clicks: Use maximum CPC bids.
`MANUAL_CPA`	`ManualCpa`	Standard	Lets advertiser set the bid per advertiser-specified action. This type of strategy is only available for Local Services campaigns.
`MANUAL_CPC`	`ManualCpc`	Standard	Focus on clicks: Use maximum CPC bids. `enhancedCpcEnabled` is defaulted to true.
`MANUAL_CPM`	`ManualCpm`	Standard	CPM (Cost-per-thousand impressions). Works only with Display Network Only campaigns. Using this bidding scheme with Search campaigns results in `OperationAccessDeniedError.OPERATION_NOT_PERMITTED_FOR_CAMPAIGN_TYPE`.
`MANUAL_CPV`	`ManualCpv`	Standard	Manual cost per view (CPV).
`MAXIMIZE_CONVERSIONS`	`MaximizeConversions`	Standard	Maximize conversions using an optional target CPA. Works with Search campaigns only.
`MAXIMIZE_CONVERSION_VALUE`	`MaximizeConversionValue`	Standard	Maximize conversion value using an optional target ROAS.
~~`PAGE_ONE_PROMOTED`~~	`PageOnePromoted`	Portfolio	Target search page location. No longer available. Use `TARGET_IMPRESSION_SHARE` instead.
`PERCENT_CPC`	`PercentCpc`	Standard	Percent cost per click (CPC).
`TARGET_CPA`	`TargetCpa`	Portfolio	Target cost per acquisition (CPA): Must meet eligibility requirements. For standard target CPA behavior, use `MaximizeConversions` with a target CPA.
`TARGET_CPM`	`TargetCpm`	Standard	Target cost-per-thousand impressions (CPM).
`TARGET_IMPRESSION_SHARE`	`TargetImpressionShare`	Portfolio Standard	Target impression share.
~~`TARGET_OUTRANK_SHARE`~~	`TargetOutrankShare`	Portfolio	Target outranking share. No longer available. Use `TARGET_IMPRESSION_SHARE` instead.
`TARGET_ROAS`	`TargetRoas`	Portfolio	Target return on ad spend: Must meet eligibility requirements For standard target ROAS behavior, use `MaximizeConversionValue` with a target ROAS.
`TARGET_SPEND`	`TargetSpend`	Portfolio Standard	Maximize clicks.

Errors result if you try to use a bidding scheme in the wrong context, for instance:

Using a portfolio-only bidding scheme in the context of a standard strategy generates a BiddingError.INVALID_ANONYMOUS_BIDDING_STRATEGY_TYPE error.
Using a standard-only bidding scheme in the context of a portfolio strategy generates a BiddingStrategyError.BIDDING_STRATEGY_NOT_SUPPORTED error.

Overview

Strategy status