The Pros and Cons of Using Smart Bidding [Video]

Google Ads offer businesses a range of different bidding strategies to best suit your objectives – but how do you know if you’re using the right one?

Delving into the complex maze that is Google Ads can feel like a minefield, but the search engine does have a few tricks up its sleeve to help out. Since being debuted back in 2018, smart bidding is a useful way of automating the bidding process within Google Ads.

Working to optimise for conversions or conversion value in PPC campaigns, smart bidding utilises machine learning to study enormous amounts of data to make predictions about how different bid amounts will affect conversions.

So, let’s dive into the world of smart bidding, the various smart bidding strategies, the pros and cons of the technique and what impact it could have on you and your business.

What is smart bidding?

Before we get into the different smart bidding strategies, …