Smart Bidding

Smart Bidding is a subset of automated bid strategies that use machine learning to optimise for conversions or conversion value in each and every auction – a feature known as ‘auction-time bidding’. Target CPA, target ROAS, Maximise conversions and Maximise conversion value are all Smart Bidding strategies.

After implementing an automated bidding strategy, we need to allow for a proper waiting period before running a performance analysis. How long this takes really depends on how much conversion data is available (this is key for clients with little to no historical conversion data), as well as the conversion delay, and the time between click and conversion.

Google recommends letting your campaigns run for a few weeks after the learning period is over. And during this time, not to make too many changes to the campaign as this will interfere with the machine learning algorithms. At a bare minimum, we need to give campaigns/accounts at least four weeks before running performance analysis for optimisation.

The more recent historical conversion data available in an account the quicker the algorithms learn, adjust and deliver. This is why when we take over accounts with ample conversion data we see almost instantaneous uplift in conversion performance as a result of our optimisation, restructure and new campaign builds. And why, when we take on brand new Google Ads accounts or accounts with limited conversion data, performance improvements are very slow (Note –  it would be 10x slower, if not longer, if we were to use manual bidding without utilising Google Ads machine learning).