Bid strategies depends upon the goal you have targeted. Bid strategy is the key step to optimize for certain goals across set campaigns, ad groups and keywords. It could be clicks, impressions, conversions or views. If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on conversions. Smart Bidding lets you do that.
If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign. If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.
If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) or CPM or cost-per-thousand (CPM) bidding. If you run video ads and your goal is to increase product or brand consideration you can use cost-per-view (CPV).
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