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Efficiency Control utomated bidding Automated targeting Automated creatives 3 principles google ads is built around Relevance Control Results 4 main bidding strategies to choose from Enhanced cpc Maximize conversions Target roas Ad formats Ad formats -there are two main types of ad formats you can leverage for your display campaign: —responsive display ads: greater efficiency and scale —uploaded ads (image &amphtml): greater control Affinity audiences With affinity audienc...