Automated Bidding Overview
Google Ads automated bidding uses machine learning to optimize bids for each auction, saving time and improving performance. The system analyzes millions of signals in real-time to set the optimal bid.
Bidding Strategies by Goal
Awareness & Traffic
| Strategy | Goal | Best For |
|---|---|---|
| Maximize Clicks | Get as many clicks as possible | New campaigns, traffic goals |
| Target Impression Share | Show at top of page | Brand visibility |
| Target CPA (cost per acquisition) | Get conversions at target cost | Mature campaigns with 30+ conversions/month |
Conversions & Revenue
| Strategy | Goal | Best For |
|---|---|---|
| Maximize Conversions | Get most conversions within budget | Campaigns with conversion data |
| Target ROAS | Get conversion value at target ROAS | E-commerce, 50+ conversions/month |
| Enhanced CPC (ECPC) | Adjust manual bids for conversions | Transitioning from manual to automated |
Smart Bidding
Smart Bidding refers to Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. These strategies use auction-time signals:
- Device
- Location & language
- Browser
- Time of day & day of week
- Remarketing list
- Recent search queries
Prerequisites for Success
- Conversion tracking: Must be properly set up and recording data
- Sufficient data: At least 30 conversions in the past 30 days for Target CPA; 50+ for Target ROAS
- Accurate conversion values: For Target ROAS, each conversion must have a value
- Campaign stability: Avoid frequent changes to settings, budget, or structure
Common Pitfalls
- Setting unrealistic targets: Target CPA that's too low will reduce volume
- Frequent budget changes: Disrupts the learning phase
- Insufficient conversion data: Leads to poor optimization
- Ignoring seasonality: Adjust targets for seasonal variations
Related: Use the Performance Planner to forecast optimal bids. For keyword strategy, see our keyword selection guide, and for account structure best practices, see account structure guide.