Bidding Decision Tree

Objective

Use the right bidding model for account maturity and signal quality.

Decision Logic

1. Is conversion tracking reliable?
   • No -> fix tracking before automation.
2. Is conversion volume sufficient?
   • Low volume -> manual CPC or maximize clicks with strict controls.
   • Stable volume -> test maximize conversions.
3. Is value data reliable?
   • No -> target CPA framework.
   • Yes -> target ROAS framework.

Change Management Rules

• One major bidding change per campaign every 7-14 days
• Keep baseline control group when testing large shifts
• Avoid simultaneous major changes (bids + landing page + targeting)

Success Criteria

• Efficiency improves without quality drop in lead or order mix
• Volatility remains within accepted guardrail bands

Next Step

Return to the module overview and continue with the next lesson in sequence.