What is Smart Bidding?
Smart Bidding is the name Google Ads gives its automated bid strategies that use machine learning to optimize for conversions or conversion value. It sets a bid for each auction based on signals about each auction, such as device, location, and time.
Last reviewed .
Types of Smart Bidding
Google Ads offers strategies such as Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. Each aims at a different outcome, from volume to cost efficiency to return.
Choose the one that fits your goal and the data you have. Strategies that aim at a target tend to need more conversion history to work well.
What Smart Bidding needs
It learns from your conversion data, so accurate tracking is essential. Without it, the system may optimize toward the wrong outcome.
Expect a learning period after you start or change a strategy. Avoid making many changes at once, so you can tell what caused a shift in results.
Using it well
Smart Bidding handles bids, so your effort moves to goals, budgets, creative, and audience signals. Review search terms and results regularly, since the system will chase the goal you set.
Common questions
Is Smart Bidding the same as automated bidding?
No. Smart Bidding is Google Ads' conversion- and conversion-value-focused subset of automated bidding. Maximize Clicks and Target Impression Share are automated strategies outside that subset.
Which signals does Smart Bidding use?
Google describes signals such as device, location, time of day, and audience in each auction. The exact list can change.
How much data does Smart Bidding need?
More conversions generally help it learn. Google gives guidance for each strategy, so check its current recommendations for your account.
Can I use Smart Bidding on a new campaign?
You can, but it may learn slowly with little data. Some advertisers begin with a conversion-focused strategy and add targets as history builds up.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.