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About Automated Bidding - Google Ads Help

Automated bidding strategies in Google Ads set bids automatically to help meet specific goals like increasing clicks, conversions, or return on ad spend. There are 6 main types of automated bidding strategies that can be used at the campaign or portfolio level: Maximize Clicks, Target Impression Share, Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. Each strategy is designed to optimize for a particular goal like more clicks, conversions at a target cost, or highest return on ad spend. Smart Bidding uses machine learning to determine bids tailored to each auction based on signals like device and location.

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148 views4 pages

About Automated Bidding - Google Ads Help

Automated bidding strategies in Google Ads set bids automatically to help meet specific goals like increasing clicks, conversions, or return on ad spend. There are 6 main types of automated bidding strategies that can be used at the campaign or portfolio level: Maximize Clicks, Target Impression Share, Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. Each strategy is designed to optimize for a particular goal like more clicks, conversions at a target cost, or highest return on ad spend. Smart Bidding uses machine learning to determine bids tailored to each auction based on signals like device and location.

Uploaded by

dd
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We take content rights seriously. If you suspect this is your content, claim it here.
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About automated bidding

Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance
goals. Each type of automated bid strategy is designed to help you achieve a speci c goal for your business. This
article outlines the 6 different types of automated bid strategies and when to use them.

Before you begin


If you’d like to automate your bidding for a Shopping campaign, read About automated bidding for Shopping
campaigns.

Example
Let’s say you want to increase conversions across your campaigns at a CPA goal, but don’t have the time
to set an individual max. CPC for each individual keyword. By adding those campaigns to a portfolio Target
CPA bid strategy and setting a CPA goal you want to hit, you allow Google Ads to automatically optimize
bids using advanced machine learning to get you better performance for your goals.

Types of automated bid strategies


Goal Bid strategy

Increase site visits. Maximize Clicks automatically sets your bids to help get as many clicks as
possible within your budget. 

Maximize Clicks is available as either a standard strategy in a single


campaign or portfolio bid strategy across multiple campaigns.

Learn more about Maximize Clicks.


Learn more about Maximize Clicks for Shopping campaigns.

Increase visibility. Target Impression Share automatically sets bids with the goal of showing
your ad on the absolute top of the page, on the top of the page, or
anywhere on the page of Google search results.

Target Impression Share is available on the Search Network only, as either


a standard strategy in a single campaign or portfolio bid strategy across
multiple campaigns.

Learn more about Target Impression Share.

Get more conversions with Target CPA automatically sets Search or Display bids to help get as many
your target CPA. conversions as possible at the target cost-per-action (CPA) you set. Some
conversions may cost more or less than your target.

Target CPA bidding is available as either a standard strategy in a single


campaign or portfolio bid strategy across multiple campaigns and ad
groups.

Target CPA bidding was previously referred to as “Conversion Optimizer.”

Learn more about Target CPA.

Meet a target return on ad Target ROAS automatically sets bids to help get as much conversion value
spend (ROAS) when you as possible at the target return on ad spend (ROAS) you set. Some
value each conversion conversions may have a higher or lower return than your target.
differently. 
It's available as a portfolio bid strategy and a standard strategy for
individual campaigns.

Learn more about Target ROAS.

Learn more about Target ROAS for Shopping campaigns.

Get more conversions while Maximize Conversions automatically sets bids to help you get the most
spending your budget.  conversions for your campaign while spending your budget.
Learn more about Maximize Conversions.

Get more conversion value Maximize Conversion Value automatically sets bids to help you get the
while spending your budget. most conversion value for your campaign while spending your budget.

Learn more about Maximize Conversion Value.


 

The power of Sma Bidding


Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—
that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a
wide range of auction-time signals including device, location, time of day, remarketing list, language, and
operating system to capture the unique context of every search.

For more information on how Smart Bidding works, read About Smart Bidding or download our Display
Smart Bidding Guide .
 

Related links
• About Smart Bidding
• Create a portfolio bid strategy
• About bid strategy statuses
 

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