When should you use the highest value bid strategy?

The highest value bid strategy is particularly beneficial when the goal is to maximize the overall value of conversions from an advertising campaign. This strategy is designed to focus on securing bids for ad placements that are likely to lead to high-value conversions, rather than simply optimizing for the number of clicks or impressions.

Using this strategy means that the algorithm will assess potential bids based on the value that is likely to be generated from each conversion. This approach aligns well with campaigns that prioritize return on investment (ROI) and aim to optimize for profitable outcomes, making it essential for advertisers who want to ensure that their spending is directly tied to revenue generation.

In contrast, prioritizing ad frequency or focusing solely on clicks can lead to inefficiencies, as these strategies do not take into account the eventual value of the conversions. Additionally, the highest value bid strategy does not imply a lack of budget limit; rather, it is more about maximizing the effectiveness of available resources to achieve the best possible outcome in terms of conversion value.