What is the goal of the Cost Cap bidding strategy?

The Cost Cap bidding strategy is designed to control advertising costs while aiming to achieve a specific marketing outcome. Specifically, its goal is to maintain the average cost per result around or even lower than the set bid amount. This makes option B the correct answer, as it reflects the essence of the Cost Cap approach, which seeks to ensure that advertisers do not exceed a predetermined cost for each result they aim to achieve, such as a click, install, or conversion.

In implementing this strategy, advertisers can maintain budgetary discipline while still optimizing for performance. This helps in achieving results without overspending, aligning expenditure more closely with the desired outcomes.

The other options do not align with the intention of the Cost Cap strategy. Minimizing the total budget for a campaign does not guarantee optimal results and might prevent the campaign from reaching its full potential. Increasing overall spend for better reach can lead to costs spiraling without a clear focus on cost efficiency. Finally, maximizing ad engagement regardless of cost contradicts the fundamental principle of the Cost Cap bidding strategy, which prioritizes cost control alongside effectiveness.