A Bidding Goal tells PPCmate what a result is worth to you. Every bid is then priced by what the placement is likely to deliver, rather than by one flat number you set once.
Where to find it: on the campaign page, in the Finance section, next to your bid. The Bidding Goal field appears when the bid type is Smart or Bid. It's hidden on Fixed, because a fixed price doesn't move.
The options
- None is classic bidding. You set the bid, and it stays where you put it. This is the default.
- Target CPC: enter what you're willing to pay for a click, and bids are priced toward it.
- Target CPA: enter what you're willing to pay for a conversion, and bids are priced toward it. This needs a Tracker that receives conversions. Until you have one, the option reads Target CPA (needs a Tracker).
A goal is not a bid
A goal is a target you're steering toward, not a fixed price for every impression. Placements that are worth more toward your target get a higher bid, and weaker ones get a lower bid. Two limits always apply:
- Bids never go above your campaign price, so your bid works as the ceiling.
- The goal governs the average across the campaign, not any single bid.
Which should I use?
- Just launched with no conversion data: start with None and let data build up.
- Tracking clicks only: use Target CPC.
- Tracking conversions and want the system to chase them: use Target CPA, and consider AI Optimization alongside it.
Bidding Goals work on PPCmate's own formats (Pop-under V2, Push, Display, Native and Video). Google Search, Demand Gen and PMax campaigns choose one of Google's own bid strategies instead.