Google Ads auction-time bidding comes to Search Ads 360

October 7, 2019

Smart Bidding uses machine learning to set bids at auction-time, factoring in a wide range of signals that help predict performance. Now, the same technology that's helped advertisers achieve better results is available in Search Ads 360. In fact, during the beta, hundreds of Search Ads 360 advertisers enabled Google Ads auction-time bidding and saw an average conversion increase of 15% to 30% at the same or better ROI.

If you’re unfamiliar with Search Ads 360, it’s our cross-channel search management platform used by large advertisers and agencies. With this update, Search Ads 360 advertisers can now optimize their Google Search bids using auction-time bidding, while continuing to optimize their cross-channel bids using Search Ads 360 automated bidding.


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Head of Marketing, Jamima White, at Australian energy company AGL, discovered that Google Ads auction-time bidding helped drive results for her business in a competitive environment. With Google Ads auction-time bidding enabled in Search Ads 360, AGL saw conversion volume increase 19% at the same cost per acquisition.

To learn more about Google Ads auction-time bidding in Search Ads 360, visit the Search Ads 360 Help Center.

Posted by Jason Krueger, Product Manager, Google Ads

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