Set up Smart Bidding

Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”.

Target CPA, Target ROAS, Maximize conversions, and Maximize conversion value are all Smart Bidding strategies.

You can create a standard bid strategy that is applied to a single campaign, or create a portfolio bid strategy that can apply to multiple campaigns (recommended).

This article tells you how to opt a single campaign into Smart Bidding and create a new portfolio bid strategy when you’re setting up a new campaign, changing existing campaigns, or using the Shared library “Bid strategies” page to manage your portfolio bid strategies.

Note: You may see "Bidding and budgets" recommendations in the Recommendations page. Recommendations can help you find the right bid strategy to meet your business goals and help ensure your campaigns aren’t limited by budget.

Before you begin

Instructions

Opt a single campaign into Smart Bidding

You'll begin by creating a new campaign in your account and selecting a goal for your campaign.

Once you’ve created your new Search campaign, you’ll now choose who to target with your ads, how you’d like to spend your budget, and how to enhance your campaign with extensions.

While targeting determines who can view your ads, your budget determines how many people see your ad and bidding determines what you want those people to do.

  1. Enter your daily budget. This amount is the average you want to spend each day.
  2. In the “Bidding” section, select Conversions or Conversion value from the dropdown menu.
  3. If you’re more experienced with bidding you can select a bid strategy directly. Read how to Determine a bid strategy based on your goals.
  4. Click Show more settings to select additional options:
    • Conversions: Select the type of conversion you want to bid for.
    • Ad schedule: Set a specific time and day you want your ads to run.
    • Ad rotation: Choose whether to show ads that perform better more often, or to show all ads evenly.
  5. Click Save and continue.
Note: When you add a campaign to a shared budget, the campaign’s budget is also added to the shared budget’s amount.

Create a portfolio bid strategy in the Shared library “Bid strategies” page

  1. Sign in to your Google Ads account.
  2. In the upper right corner of your account, click the tool iconGoogle Ads | tools [Icon], then under “Shared library”, select Bid strategies.
  3. Click the plus button, and choose the type of bid strategy you’d like to create.
  4. Enter the name of your new portfolio bid strategy.
  5. Select the campaigns you want to include (you can also add more campaigns after your portfolio bid strategy is created).
  6. Enter the bid strategy settings.
  7. Click Save.

Create or change a portfolio bid strategy with existing campaigns

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Select the campaigns you’d like to include.
  4. Click Edit on the blue bar at the top.
  5. Click Change bid strategy from the dropdown menu.
  6. You can choose to Create new portfolio strategy, or Use existing portfolio strategy.
    • If you choose “Use existing portfolio bid strategy”, select a strategy from the list provided.
    • If you choose “Create new portfolio bid strategy”, enter the settings for your new strategy, and give it a name.
  7. Click Apply.

Related links

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