Smart Bidding refers to bid strategies that use machine learning to optimise for conversions or conversion value in each and every auction—a feature known as 'auction-time bidding'. Target CPA, Target ROAS, Maximise conversion and Maximise conversion value 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. Learn 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.