Search
Clear search
Close search
Google apps
Main menu

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 specific goal for your business. This article outlines the 6 different types of automated bid strategies and when to use them.

Example

Let’s say you want to maximize clicks for the low-performing keywords in one of your campaigns, but don’t have the time to set an individual max. CPC for each individual keyword. By adding those keywords to a portfolio Maximize Clicks strategy and setting a target spend, you allow AdWords to automatically maximize the bids of those low-performing keywords, while you maintain control over your most important keywords.

To help improve your performance in ad auctions, some strategies adjust bids using auction-time details like device, browser, location, and time of day. Some strategies also will automatically adjust bids based on whether or not someone is on one of your remarketing lists.

Types of automated bid strategies

Goal Bid strategy Range

Increase site visits.

Increase clicks on low-traffic terms while keeping within a certain spend.

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 or portfolio bid strategy.

Maximize Clicks was previously referred to as "automatic bidding."

Learn more about Maximize Clicks.

Campaigns, ad groups, keywords

Increase visibility on the first page of Google search results or in the top positions.

Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.

It's only available as a portfolio bid strategy.

Learn more about Target Search Page Location.

Campaigns, ad groups, keywords

Get more visibility than other domains in search results.

Target Outranking Share: You choose a domain you want to outrank in search results and how often you want to outrank it, and AdWords automatically sets your bids to help meet that target.

It's only available as a portfolio bid strategy.

Learn more about Target Outranking Share.

Campaigns, ad groups, keywords

Get more conversions with your target CPA.

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

Target CPA bidding is available as either a standard or portfolio bid strategy.

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

Learn more about Target CPA.

Campaigns, ad groups

Increase conversions while staying in control of your keyword bids.

Enhanced cost-per-click (ECPC) automatically adjusts your manual bids to try to maximize conversions.

ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy.

Learn more about Enhanced CPC.

Campaigns, ad groups
 

Meet a target return on ad spend (ROAS) when you value each conversion differently. 

Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target.

Target ROAS bidding is available as either a standard or portfolio bid strategy.

Learn more about Target ROAS.

Campaigns, ad groups, keywords
Was this article helpful?
A Bid For Every Auction

Get Google's guide to automated, auction-time bidding in AdWords. Learn how to pick a strategy, how to test it, and how to optimize your bidding once it's enabled. View the guide now.