While targeting determines who views your ads, bidding determines what you want those people to do.

1. As you choose your bidding, think back to your campaign objective:
   • Want sales or leads? You might focus on Conversions. Learn how to set up conversion tracking for your website.
   • Want website traffic? You might focus on Clicks.
   • If you’ve set up conversions and given them a specific value, you might put your money towards Conversion value. With this option you can target a specific return on ad spend.
   • To maximize how often your ad shows, select Impression Share. You can focus on ensuring your ad shows on a certain percentage of visits to relevant search result pages.
2. If you’re more experienced with bidding you can Select a bid strategy directly. Learn how to determine a bid strategy based on your goals.
3. Click Show more settings to select additional options:
   • Conversions: Select the type of conversion you want to bid for.
   • Ad schedule: Set a specific time and day you want your ads to run.
   • Ad rotation: Choose whether to show ads that perform better more often, or to show all ads evenly.