What does goal-based bidding involve?

Goal-based bidding focuses on establishing a specific target for costs or values associated with advertising outcomes. This strategy aligns with advertisers' objectives by allowing them to optimize their bids to ensure they achieve a particular goal, such as maintaining a certain cost-per-acquisition (CPA) or reaching a specific return on ad spend (ROAS). By setting these targets, advertisers can effectively manage their campaigns according to their overall marketing goals, ensuring a more strategic use of their budgets.

In contrast, options centered around maximizing ad impressions, controlling spending limits, or unrestricted placements do not inherently focus on specific performance outcomes or value-based targets, which is the essence of goal-based bidding.