You can choose each campaign's advertising goal during the stage of creation or by editing the campaign. Setting the advertising goal can be found in the Budget section.
Automated Advertising Goal - Data Collection
Automated Advertising Goals is the default setting for stores that are advertising for the first time or haven't collected enough data.
Once a sufficient amount of data has been collected, campaign goals can be manually set to Maximize Clicks, Maximize Orders, or Maximize Revenue.
Maximize Clicks - Max CPC
Maximize Clicks focuses on increasing relevant store traffic. This setting is best used when you have little or no store orders. By creating a traffic history with Maximize Clicks, your campaigns can be better optimized for Maximum Orders or Maximum Revenue.
Max CPC is the maximum you are willing to spend for each click. Optimal Max CPC values can vary by industry, location, and targeted audience.
If you are unsure how to set Max CPC, it is recommended to use the ‘Automated’ targeting option.
Maximize Orders - Max CPA
Maximize Orders increases store sales. This setting is best used for maximizing orders within your budget. An order history is necessary to best optimize this goal.
Max CPA is the maximum you are willing to spend on a product order.
If your Max CPA varies between products, it is recommended to use the ‘Automated’ targeting option.
Maximize Revenue - Min ROAS
Maximize Revenue increases returns on advertising spend. This setting is best used when you want to increase your profit margin. An order history is necessary to best optimize this goal.
Min ROAS is the minimum return on ad spend you are willing to accept.
If you are unsure how to set Min ROAS, it is recommended to use the ‘Automated’ targeting option.