A direct response advertiser is primarily interested in generating conversions from a Display campaign. To get a potentially better return on investment, this advertiser should use:

Google Ads Display Certification
  • target cost–per–acquisition (CPA) bidding
  • cost–per–click (CPC) bidding
  • cost–per–day (CPD) bidding
  • viewable cost–per–thousand impressions (vCPM) bidding

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