Google's family of automated bid strategies that use machine learning to set a bid for each auction, aiming at conversions or conversion value. It includes Target CPA, Target ROAS, Maximise conversions and Maximise conversion value.
Example
Once Meera's website orders are tracked reliably, she moves her Search campaign to Smart Bidding. Google then adjusts her bid auction by auction using signals such as device, location and time of day.
How you'll hear it
“Smart Bidding is only as good as the conversions we feed it, so let's fix tracking first.”
Don't confuse it with
- Manual CPC: you set the bids.
- Performance Max: a campaign type that uses Smart Bidding, not a bid strategy itself.
Related terms
Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.
Sources
- About Smart Bidding, Google Ads Help