Custom Bidding is an automated bidding strategy that allows you to assign values to different events, such as a conversion or a purchase. Marketers told us that Custom Bidding delivers great results because it helps tailor their bidding to their unique goals, but we also learned that they can’t always use it because they might lack the technical resources to build the required scripts. In addition to uploading a custom script, you now have the option to select Floodlight activities and assign them the value you want in an easy-to-use interface. For example, you can assign a higher value to high-value purchases, so that your ads are tuned to specifically increase revenue instead of driving more transactions. In the future, you will also be able to use Analytics 360 goals in the same way.

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