You’ve just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results?
Enhanced cost-per-click (ECPC)
Viewable cost-per-thousand impressions (vCPM)
The bid strategy that you need to select when setting up your campaign to get the required results is Enhanced Cost-Per-Click (ECPC). This assists in getting additional conversations through manual bids. Manual bids are automatically adjusted for clicks that tend to promote a conversation or sale on the website. To use the ECPC feature, the conversion tracking feature must be enabled.
If you’d like to pay only for ad impressions measured as viewable, you can with viewable cost-per-thousand impressions (viewable CPM). Cost-per-thousand viewable impressions (vCPM): This is a manual bidding strategy you can use if your ads are designed to increase awareness, but not necessarily generate clicks or traffic. It lets you set the highest amount you want to pay for each 1,000 viewable ad impressions on the Google Display Network.
Read more here: https://support.google.com/adwords/answer/2472725