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Smart Bidding: definition

A subset of automated bid strategies that optimise for conversions or conversion value. Smart Bidding uses machine learning to optimise your bids to maximise on conversions and conversion value across your campaign or bidding portfolio. Target CPA, Target ROAS, Max Conversions and Enhanced CPC are all Smart Bidding strategies.

In addition to machine learning capabilities, Smart Bidding has three other key benefits:

  • A wide range of signals to tailor bids to someone’s unique context. These include device, location, time of day, remarketing lists, browser, language and more. Find out more about bidding signals.
  • Flexible controls that allow you to set performance targets to steer bidding performance and optimise search bids to your chosen attribution model.
  • Transparent reporting and status updates to help you test how well Smart Bidding works for you and understand what’s going on under the bonnet of your bid strategies.
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