Smart Bidding refers to bid strategies that use Google AI to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding”. Target CPA, Target ROAS, Maximize conversion and Maximize conversion value are all Smart Bidding strategies.

In addition to AI capabilities, Smart Bidding has 3 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. Learn more about bidding signals.
• Flexible controls that allow you to set performance targets to steer bidding performance and optimize 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 hood of your bid strategies.