Which bidding strategy allows advertisers to pay for clicks on their ads?

The correct answer is Manual CPC (Cost Per Click) because this bidding strategy specifically focuses on allowing advertisers to pay for individual clicks on their ads. With Manual CPC, advertisers set their own maximum cost they are willing to pay for each click, giving them control over their budget and enabling them to optimize their campaigns based on the cost of acquiring clicks.

This approach is straightforward and enables advertisers to manage their spending directly, which can be advantageous, especially for those who want to ensure their advertising costs remain transparent and predictable. Advertisers can adjust bids based on performance and key insights from their campaigns, helping them drive more traffic to their websites.

Other bidding strategies differ in their focus; for instance, Automated CPM is centered around impressions rather than clicks, meaning advertisers pay based on how many times their ad is shown. Target ROAS is focused on achieving a specific return on ad spend, which involves complex algorithms and may not directly relate to clicks. Enhanced CPC, while it adjusts bids for clicks based on the likelihood of conversion, still operates under the premise of cost-per-click but includes automatic adjustments rather than manual control. Thus, Manual CPC clearly stands out as the option that directly ties the cost to clicks.