What Businesses Need to Know About Google Ad’s Smart Bidding

Smart Bidding

Making the transition from manual bidding to trusting Google’s Smart Bidding can be a bit daunting, but it can help your PPC campaigns achieve excellent results.

What is Smart Bidding?

Smart Bidding is automated bidding in Google Ads. It’s a subset of automated bid strategies that use machine learning to optimise for conversions or conversion value in each auction – which is called ‘auction bidding’.

There are multiple strategies on offer, including:

  1. 1. Maximise Conversions
  2. 2. Enhanced CPC
  3. 3. Target CPA
  4. 4. Target ROAS

Each strategy has their own strengths, and they all support different marketing goals. It’s up to you to review each style and to decide which strategy is best suited to your business goals.

When used correctly, Smart Bidding can save businesses a lot of valuable time and can help them to increase their return on investment.

Top 4 Benefits of Using Smart Bidding

1. It’s advanced machine learning, algorithms train on data at a large scale to help your business make better predictions across your account about how varying amounts could affect your conversions or conversion value.

2. There’re flexible performance controls, where you can set performance targets and customise setting to suit your own objectives

3. There are in-depth reporting tools that allow you to gather insightful data about your bidding performance so you can quickly resolve any issues

4. Add automated bidding signals (like device and physical location) into your bid optimisations.

Should Your Business Use Smart Bidding?

You should consider using Google’s Smart Bidding if you meet the following criteria …

1. Would Smart Bidding align into your marketing goals?

2. How important are your auction level signals? If they’re crucial then consider Smart Bidding because you’ll have access to action level signals that are not included in manual bidding (browser, language settings etc …)

3. When manual bidding isn’t fulfilling your business objectives


Smart Bidding helps businesses who don’t have access to or don’t have the time to look at the range of bidding options out there.

If you’re worried about diving into Smart Bidding, then perhaps dip your toes in with a couple of campaigns to start. There’s nothing wrong with testing the tool to see if it makes your PPC campaigns run smoother and makes your life easier.

What’s your experience with Smart Bidding? Let us know in the comments section below.