A bidding strategy is a plan or approach utilized in marketing, advertising, or auction contexts to determine how much a seller is willing to pay for bids on ads or how much buyers are willing to bid for items. In the advertising realm, particularly in pay-per-click (PPC) advertising like Google Ads, a bidding strategy helps advertisers optimize their spend to achieve certain objectives, such as maximizing clicks, conversions, or return on ad spend (ROAS).
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