Bidding and optimization
Smart bidding
Google's automated bid strategies that use machine learning to set a bid for each auction toward conversions or conversion value.
What it is
They include target CPA, target ROAS, maximize conversions and maximize conversion value, and use signals such as device, location, time and audience.
Why it matters
For lead generation and e-commerceThey can react to each auction in ways no manual bid can, but they optimize toward whatever conversions they are given.
In practice
Give them accurate conversions, sensible targets and time to learn; change targets gradually.
A common mistake
Feeding them form fills when the business wants customers. The bidding gets very good at buying form fills.
Read the evidenceThe machine hits the target you give it All terms