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 six different types of automated bid strategies and when to use them.

Before you start

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

Example

Let’s say that 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 that you want to hit, you allow Google Ads to automatically optimise bids using advanced machine learning to get you better performance for your goals.

 

Types of automated bid strategies

Goal Bid strategy

Increase site visits

Maximise 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 Maximise Clicks.

Learn more about Maximise 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 your target CPA

Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost per action (CPA) that 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 Optimiser”.

Learn more about Target CPA.

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

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

It's available as a portfolio bid strategy and a standard strategy for individual campaigns.

Find out more about Target ROAS.

Learn more about Target ROAS for Shopping campaigns.

Get more conversions while spending your budget. 

Maximise Conversions automatically sets bids to help you get the most conversions for your campaign while spending your budget.

It's available as a standard strategy for individual campaigns, but not as a portfolio bid strategy.

Learn more about Maximise Conversions.

The power of Smart 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.

 

 

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