Bidding optimally can be streamlined by using Google Ad’s Smart Bidding powered by AI. Smart Bidding will precisely set bids at auction time to maximise conversions or conversion value while achieving a desired budget or ROI target.
Smart Bidding uses various signals such as a user’s operating system, web browser, language settings and time to optimise for performance differences at auction-time. AI systems train on data from across your account, which helps Smart Bidding accurately predict user behaviour to set optimal bids.
Smart Bidding is designed to work natively with broad match by ensuring that bids are set appropriately based on query relevancy. Broad match works well with Smart Bidding because it increases the range of auctions available to the bidding system. By providing Smart Bidding with more traffic, you can spend more while achieving your performance targets.
With Smart Bidding, you still maintain control of and can optimise various aspects of your campaigns. For example, you can adjust your targets and budgets, track changes in measurement and conversions and adjust for short term changes such as seasonality. Smart Bidding will use AI signals to understand these users and automatically bid more for those that are most likely to buy from you. Learn more about Setting Smarter search bids.
You can also use Google Ads data-driven attribution (DDA) modelling to understand the contribution of each keyword across the conversion path. DDA is fully integrated with Smart Bidding in Google Ads. If you use Smart Bidding to drive more conversions or conversion value, your bids will use this data to help you meet your goals.
