Goal Objective Automated Bidding Maximum CPC Bid Maximum CPM Bid Maximum CPV Bid
Awareness Brand Awareness Optimizes for impressions N/A Optimizes for impressions N/A
Consideration Website visits Optimizes for destination URL clicks Optimizes for destination URL clicks Optimizes for impressions N/A
  Engagement Optimizes for engagement (any clicks on ad including social actions + follow company) Optimizes for engagement (any clicks on ad including social actions + follow company) Optimizes for impressions N/A
  Video Views Optimizes for video views* N/A Optimizes for impressions*   Optimizes for video views*
Conversions Lead generation Optimizes for lead gen submissions Optimizes for lead submissions w/eCPC** Optimizes for impressions N/A
  Website conversions
Optimizes for website conversions
Optimizes for conversions w/eCPC** Optimizes for impressions N/A
  Job applicants Optimizes for clicks to job ad Optimizes for clicks to job ad Optimizes for impressions N/A

Optimization Bidding Options Table
*For video views objective, bidding by impressions optimizes for impressions (# of times people have seen your ad) whereas bidding by video views optimizes for video views (# of +2 continuous second-views at 50% on screen or a click on the CTA, whichever comes first)
**if default option to enable eCPC is deactivated, maximum CPC bid will optimize only for clicks (not lead gen submissions or conversions)