Bidding Made Easy with Google Ads Smart Bidding!

What Is Smart Bidding?

Smart Bidding is a tool Google has introduced that uses machine learning in order to formulate the best bids to meet your goal. What does Google’s machine learning use to come up with these bids? They pull from data such as the time of day, devices being used, geolocation, and historical data to determine the best bids to make. Using all this data, Smart Bidding uses several different strategies including Target ROAS, Target CPA, Enhanced CPC, and Maximize Conversions, all of which are formulated to reach your marketing goals! 


How To Use Smart Bidding

First things first, you have to determine whether or not Smart Bidding is right for your account. You should ask yourself: 

  • Do I have enough data that Google can pull from?
  • Am I advertising in a stable market?
  • Do my specific goals align with Google’s Smart Bidding methods?
  • Are my types of conversions properly divided? 

If you answered yes to these questions, Smart Bidding will most likely be a very useful tool to accomplish your goals! The first thing to remember is that Smart Bidding isn’t going to result in immediate drastic improvement, so you need to plan for more of a gradual progress toward your target goal instead. Once you have a clear plan for your account you can then decide your Smart Bidding strategy to achieve your goal. 


Determine Your Strategy 

First, figure out the questions about your account you need to ask when testing a new Smart Bidding strategy. The first question is obvious: is this Smart Bidding strategy better than the previous strategy? There’s no better way to find out than to test it on a few campaigns convert normally. Compare the results of the Smart Bidding campaigns against those same campaigns in the months prior as well as different campaigns using the previous strategy in the same time period. This can take a few months, so be patient. Remember, the more high-quality data, the better. Give Google’s machine learning everything it needs to work for you. You can optimize the Smart Bidding strategies by monitoring the campaigns’ performance and adjusting the targets accordingly. However, be careful when making changes based off fluctuating seasons because it may paint a distorted picture and misrepresent the success of the strategies.


Smart Bidding is a tool for PPC that every agent should check out. You may or may not find it useful, but it’s always smart to keep as many tools in your arsenal as possible. Tandem Interactive is a digital marketing agency in Fort Lauderdale that specializes in Pay Per Click advertising. Contact us today to learn more about our marketing services and how we can help your business stand out!