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Hey there!

Yes, bidding is extremely important to the campaign performance. Bidding strategy for brand awareness, I would either do Max Clicks, which would get the most amount of people to your website as possible, within the budget. OR do a Target Impression share, where you can target the % of searches you want to show up for, and even target the top positioning.

For ROI campaigns, I would focus on max conversions, or Target ROAS.