tCPA may not be going away (yet), but it should: Why it’s time to embrace value-based bidding

Determining the value of your conversions can lead to smarter Google Ads bidding. And, if tCPA does go away, you won’t find yourself scrambling for a strategy.

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https://searchengineland.com/tcpa-why-its-time-to-embrace-value-based-bidding-379152