A mobile app advertiser wants more control over their bid price for conversion events. Which strategy should they use?

The cost cap bidding strategy is designed specifically for advertisers who want more control over their expenses while still striving to achieve specific performance goals, such as conversion events. By setting a maximum cost that they are willing to pay per conversion, advertisers can maintain a balance between maximizing their ad spend efficiency and ensuring that they do not overspend on customer acquisition.

This strategy allows for flexibility in adjusting bids for different auctions, enabling the advertiser to remain competitive in the bidding process while adhering to their budgetary constraints. It also helps in optimizing for conversions, since the algorithm can still aim for the highest volume of conversions possible while respecting the cap set by the advertiser.

In comparison, maximum delivery focuses on loosely maximizing delivery to achieve as many results as possible without strict cost control. App event optimization (AEO) is aimed at driving specific in-app events without direct control over the cost per conversion. Lastly, the lowest cap strategy may imply a lower threshold for bidding but lacks the sophistication of managing performance-focused costs. Thus, for an advertiser aiming at efficiency with bid control specifically for conversion events, the cost cap is the most suitable strategy.