The different bid strategies (also called Bidding Strategies or bidding models) allow you to choose how to limit your bid: by a maximum or average limit, by CPA, or other factors.

Which bid strategies are available depends on your target platform. In the following sections, we’ve grouped these strategies according to functionality, regardless of what each platform calls its corresponding strategy.

Maximum reach

Set the bid to get the most goal actions, with reference to the budget and the target audience. The system will keep your average ROAS at approximately the set value, while keeping within the set budget limit.

This is a good choice if you want to ensure wide distribution without strict CPA objectives or other definitive success measures. 

This strategy can produce fluctuations while the algorithm learns about different outcomes, but it should even out eventually.

• Meta: Highest volume
• Snapchat: Auto-Bidding
• Pinterest: Automatic bids
  Available for Consideration, Conversion, Catalog Sales and Brand Awareness campaigns.
• Tiktok: Lowest Cost
  Available on Daily Budget campaigns when the Ad Objective is set to Traffic, Reach, Video Views, App Installs, Conversions, Lead Generation, or Catalog Sales. 

Average CPA

Set the bid to maintain a specific average CPA, regardless of the market.

Note that the budget spend depends on the CPA you’re targeting. If you set it low, you may not spend your full budget. If you set it too high, you may overspend.

• Meta: Cost Per Result
• Snapchat: Target Cost 
  Available when Ad Objective is set to Clicks, App Installs, Shares, Pixel Events, Story Opens, or App Events.
• TikTok: Cost Cap 
  

Maximum bid

Set the maximum amount that can be bid while trying to achieve the most efficient CPA, and the platform will adjust delivery accordingly. To use this, it’s recommended to have a good understanding of bid calculation.

This is a good choice if your CPA targets are strict. It will always keep your CPA at or below this threshold. 

• Meta: Bid Cap
• Snapchat: Max Bid 
  Available when Ad Objective is set to Clicks, App Install events, Shares, Pixel events, Story Opens, App Events, Impressions, or Lead Form Submissions. 
• TikTok: Bid Cap 

Available when Ad Objective is set to Traffic, Reach, Video Views, App Install, or Conversions. When the optimization goal is set to Click, only available for Conversions.