Bid Modifier

A/B Testing

Comparing two ad versions. Test one variable at a time.

Creative Fatigue

Performance decline from audience seeing same creative too often. Refresh 7-14 days.

Smart Bidding

Google's ML bidding: tCPA, tROAS, Max Conversions, Max Value.

Learning Phase

Algorithm data-gathering period. Meta: ~50 conversions. Google: ~30.

CBO

Campaign Budget Optimization. Meta distributes budget across ad sets by performance.

Advantage+

Meta's AI campaign automating targeting, creative, placements.

Performance Max

Google's AI campaign across all properties with single asset set.

Quality Score

Google's 1-10 rating of keyword relevance and landing page. Higher = lower CPCs.