THE PROS & CONS OF EVERY AUTOMATED BIDDING STRATEGY IN GOOGLE

Summary from the TLDR Marketing newsletter

Google Ads offers eight automated bidding strategies, with some falling under Smart Bidding, which uses auction-time optimization for conversions or conversion value. Each strategy serves different goals, such as Maximize Conversions for lead volume, Maximize Conversion Value for high-value leads, Target CPA for cost control, and Target ROAS for profitability. Successful automated bidding requires accurate conversion tracking, realistic targets, and enough recent conversion data. Advertisers can mix strategies across campaigns, ad groups, or portfolios based on goals and data availability. While automation saves time, performance should be monitored regularly to ensure campaigns meet objectives.