You’re an experienced advertiser who knows how much you’re looking to pay per billable engagement at scale. Which bid type should you choose?
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Correct answer: Maximum bid.
Why this is the answer
Maximum bid lets an experienced advertiser set the highest amount they’re willing to pay per billable engagement, giving control over costs while allowing the system to optimize delivery up to that limit. Unlike Target Cost or Auto Bid, Maximum Bid ensures you never exceed your desired spend per engagement, which is critical when scaling campaigns with a clear cost ceiling.
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