Automated Bidding (Maximum Delivery) | Target Cost Bidding | Max Cost Bidding (Manual Bidding) | Enhanced CPC Bid (Manual bidding with high-value clicks adjustment) | |
What it is | Gets most results while delivering full budget | Gets most results possible closest to advertiser’s specified cost per result | Advertisers set their max bid, and cost will not exceed that value; bid is not optimized | Bid on cost-per-click basis, for those members who are most likely to convert |
Charge by | CPM | CPC, CPM, CPV | CPC, CPM, CPV, CPS | CPC |
Benefits | - Volume of results - Delivers full budget - Saves time - No guesswork | - Cost predictability - Saves time - Minimize guesswork | Maximum bid control | Optimize your bid for conversions and leads |
Campaign Objectives | All | - Brand awareness - Website visits - Engagement - Video views | - CPC: All objectives (except brand awareness) - CPM: All objectives - CPV: Video views | - Website visits - Engagement - Lead generation - Website conversions |
Goal | Objective | Automated Bidding | Target Cost Bidding | Maximum CPC Bid | Maximum CPM Bid | Maximum CPV Bid |
Awareness | Brand Awareness | Impressions Reach*** | Impressions | N/A | Impressions | N/A |
Consideration | Website visits | Landing page clicks | Landing page clicks | Landing page clicks | Impressions | N/A |
Engagement | Engagement clicks | Engagement clicks | Engagement clicks | Impressions | N/A | |
Video Views | Video Views | Video Views | N/A | Impressions | ||
Conversions | Lead generation | Lead gen submissions | N/A | Lead gen submissions with eCPC** | Impressions | N/A |
Website conversions | Website conversions | N/A | Conversions with eCPC** | Impressions | N/A | |
Job Applicants | Landing page clicks | N/A | Landing page clicks | Impressions | N/A |
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