Smart Bidding
Smart Bidding is Google’s auction-time automated bidding, which sets a distinct bid for every auction using contextual signals unavailable to manual bidders. Main strategies: Target ROAS, Target CPA, Maximize Conversions, Maximize Conversion Value.
Smart Bidding optimizes exactly what you feed it. Given revenue, it chases revenue — including low-margin revenue. Given leads, it chases leads — including junk leads. The operator’s job has shifted from setting bids to governing the conversion data and targets the system optimizes toward.
The practical disciplines: give it clean, deduplicated conversions with values that reflect economics; change targets gradually (10-20% steps) to avoid re-entering learning; and judge results over conversion-cycle windows, not day-to-day.
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