You're working on a Display & Video 360 bidding strategy for a health food store that wants to improve their campaign for shoppers who spend the most money and have the top transaction return on ad spend. What strategy should you use?

Custom bidding is the most suitable strategy here because it allows you to optimize for specific, nuanced business goals beyond standard conversions, such as high-value transactions or return on ad spend (ROAS). You can define custom bidding algorithms that prioritize users likely to generate the highest revenue. Maximize conversions would optimize for any conversion, not specifically high-value ones. Maximize clicks focuses on driving traffic, not transaction value. Active View is a viewability metric, not a bidding strategy for campaign performance.