Bidding Strategy Types

A bidding strategy can be used as a standard strategy in a single campaign level 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	Descriptive name
COMMISSION	Commission	Standard	Commission Works only with Hotel campaigns
ENHANCED_CPC	EnhancedCpc	Portfolio	Focus on clicks - use maximum CPC bids
MANUAL_CPC enhancedCpcEnabled is defaulted to true.	ManualCpc	Standard	Focus on clicks - use maximum CPC bids
MANUAL_CPM	ManualCpm	Standard	CPM (Cost-per-thousand impressions). Works only with Display Network Only campaigns. Using this bidding scheme with Search campaigns will result 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 only with Search campaigns.
MAXIMIZE_CONVERSION_VALUE	MaximizeConversionValue	Standard	Maximize conversion value using an optional target ROAS.
PAGE_ONE_PROMOTED No longer available since version 3. Use TARGET_IMPRESSION_SHARE instead.	PageOnePromoted	Portfolio	Target search page location
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 No longer available since version 3. Use TARGET_IMPRESSION_SHARE instead.	TargetOutrankShare	Portfolio	Target outranking share
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:

• 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.