Which four characteristics of portfolio bidding are true?

(A) Bids are also set on keywords

(B) The goal is for the entire portfolio, not individual keywords

(C) The performance of other keywords aren’t considered

(D) All campaigns in a portfolio bid strategy share the same goal

(E) Overall performance is maximized

(F) Each keyword strives to reach the same goal

Explanation

The four characteristics of portfolio bidding that are true are:

  • Bids are set on portfolio campaigns and also on keywords.
  • The goal of a portfolio campaign is for the entire portfolio, not individual keywords
  • All campaigns in a portfolio bid strategy share the same goal and you can separate bid strategies for different portfolio campaigns.
  • Portfolio campaigns maximize the overall performance of the campaign.

Conclusion

This question is part of the “Maximize Performance with Bid Strategies” lesson from the Build Your Campaign Strategy with Search Ads 360 course.

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