Felix launched both a Google Search Ad campaign and a Google Display Ad campaign; which optimization type should he use to acquire more customers via bidding or targeting?

• A. Manual CPC
• B. Enhanced CPC
• C. Automated bidding
• D. CPA bidding

Answer: (C)

Optimized, automated bidding is the right choice when the goal is to acquire more customers across both Search and Display. This approach uses Google's machine learning to adjust bids in real time for every auction, based on signals like device, location, time of day, audience, and past conversion probability. By coordinating bidding across Search and Display, it focuses spend on opportunities most likely to convert into new customers, helping you maximize acquisitions without micromanaging each keyword or placement.

Manual bidding requires you to set bids yourself and doesn’t adapt quickly to changing context or across networks, making it harder to scale customer acquisition. Enhanced CPC introduces some automation but still relies on manual bids as a baseline and is generally limited to certain campaign types. CPA bidding is a form of automated bidding that targets a specific cost per acquisition, but automated bidding as a whole is the broader solution that best aligns bidding and targeting goals across both campaigns.