Bidding strategies refer to the methods advertisers use to set their bids for online advertising auctions. The goal of bidding strategies is to help businesses get the most value from their advertising budget by optimizing their bids for maximum return on investment (ROI). Here are some common bidding strategies used in online advertising:

1. Manual bidding: This is a simple bidding strategy where advertisers manually set their bids for each keyword or ad placement they want to target. Manual bidding allows for maximum control over bidding, but requires constant monitoring and adjustment to optimize for performance.

2. Automated bidding: Automated bidding allows advertisers to set bid strategies based on specific goals, such as maximizing clicks, conversions, or ROI. Ad platforms like Google Ads and Facebook Ads Manager offer a range of automated bidding options, such as Target CPA (cost-per-acquisition), Target ROAS (return on ad spend), and Enhanced CPC (cost-per-click).

3. Dynamic bidding: Dynamic bidding is a bidding strategy that adjusts bids in real-time based on factors such as user location, device type, and time of day. This strategy can help advertisers optimize their bids for better performance and reduce wasted ad spend.

4. Maximize impression share bidding: This strategy aims to increase the visibility of ads by bidding to show them as often as possible. Advertisers set a target impression share, which is the percentage of eligible impressions that they want their ad to appear in. This strategy is useful for businesses that want to increase brand awareness and reach a large audience.

Google Ads offers several bidding strategies that advertisers can use to optimize their bids and achieve their advertising goals. Here are some of the most common bidding strategies available in Google Ads:

1. Manual CPC bidding: This is a basic bidding strategy where advertisers manually set bids for each keyword they want to target. With manual CPC bidding, advertisers have full control over their bids and can adjust them in real-time based on performance.

2. Target CPA bidding: Target CPA bidding is an automated bidding strategy where advertisers set a target cost per acquisition (CPA), which is the amount they are willing to pay for each conversion. Google Ads will then automatically adjust bids to try to achieve the target CPA.

3. Target ROAS bidding: Target ROAS (return on ad spend) is another automated bidding strategy where advertisers set a target ROAS, which is the revenue they want to generate for each dollar spent on advertising. Google Ads will then adjust bids based on the likelihood of achieving the target ROAS.

4. Maximize clicks bidding: This is an automated bidding strategy that aims to generate as many clicks as possible within a given budget. Google Ads will automatically adjust bids to maximize clicks and stay within the budget.

5. Enhanced CPC bidding: Enhanced CPC is a bidding strategy that combines manual bidding with automated bid adjustments. Google Ads will automatically adjust bids based on the likelihood of a conversion occurring.

6. Target impression share bidding: This strategy aims to increase the visibility of ads by bidding to show them as often as possible. Advertisers set a target impression share, which is the percentage of eligible impressions that they want their ad to appear in.