Which bidding strategy should be used if an advertiser has specific ROI goals?

The bidding strategy that is best suited for an advertiser with specific Return on Investment (ROI) goals is the maximize conversion value bidding strategy. This approach focuses on optimizing ad spend to achieve the highest possible value from conversions, aligning directly with the goal of maximizing returns.

By using the maximize conversion value strategy, advertisers can set their campaigns to focus on generating the most valuable conversions rather than just the highest volume of conversions. This is especially beneficial when an advertiser wants to ensure that the money spent on ads translates into profits that meet their ROI targets. The strategy uses machine learning to analyze historical performance data, making real-time adjustments to bids to capture conversions that are predicted to yield higher value for the business.

In contrast, other strategies such as maximizing clicks or targeting impression share prioritize different aspects of campaign performance. Maximize clicks focuses on generating the most traffic to a website without necessarily considering the quality or value of that traffic. The target impression share strategy centers on achieving visibility in search results, which doesn't inherently relate to the profitability or ROI of the conversions achieved. The cost per acquisition strategy, while useful for controlling costs per conversion, does not directly optimize for conversion value and, in turn, may not align with maximizing ROI.

These distinctions highlight why the maximize conversion value bidding