Bid strategy is how a platform sets auction bids to hit your goal — manual CPC/CPM, target CPA/ROAS, maximize conversions, or lowest cost. Automated strategies need conversion volume to learn; switching strategies or budgets mid-flight resets learning on Meta and TikTok. Match strategy to funnel stage: Maximize Conversions for bottom-funnel, Target Impression Share for brand defense on Search.
“Lowest cost” is not the same as “lowest CPA” — it minimizes cost per result within delivery constraints, not absolute efficiency.
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Last verified Jun 4, 2026