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How to choose a bidding strategy
What a bidding strategy is
Taboola conducts an auction every time an ad placement is available for your campaign. Each auction determines which ads will be displayed at that moment in that space. Your CPC bid helps enter you into the auction.
Bidding strategies determine how you will bid and ultimately pay for your campaign on Taboola. There are both manual and automated bidding strategies: manual strategies like Fixed Bid and Enhanced CPC (eCPC) allow you to control the exact cost of the bids or set a range for the cost of bids, while the automated strategy known as Maximize Conversions simplifies the complexities of manual bidding and operates within the given budget to maximize conversions instead of focusing on the cost of bids.
This page outlines the available bidding strategies on Taboola and when to use them.
How to choose a bidding strategy
| Bidding strategy | What it is and how it works | When to use it |
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Maximize Conversions (with an optional target cost-per-action — tCPA) |
Maximize Conversions is an automated bidding strategy that enhances performance by leveraging our core algorithm SmartBid. In Maximize Conversions, this algorithm automatically adjusts CPC based on insights from the Taboola AI and network. |
You can use it to boost any conversion-based campaigns, whether they are upper-funnel conversions like page views or impressions, or lower-funnel conversions like form submissions or purchases. Maximize Conversions aims to find audiences who are more likely to take the desired actions and assist in achieving the campaign's goals. |
| Enhanced CPC (eCPC) |
Enhanced CPC is a semi-automated bidding strategy powered by our core algorithm SmartBid that automatically optimizes your campaign's baseline bid in the auction, increasing on high-value impressions while reducing bids on impressions that are less likely to lead to a conversion. |
Enhanced CPC is a wise choice if you:
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| Fixed Bid |
Fixed Bid provides full manual control over the cost-per-click, meaning the strategy never changes it. Unless adjusted otherwise, the bid you input using Fixed Bid will always be the price paid in auctions. |
Fixed bidding is your choice if you:
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❗To leverage Maximize Conversions and Enhanced CPC performance up to maximum, we recommend to implement the Taboola Pixel or Server-to-Server (S2S) tracking.
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