The Pros & Cons of Every Automated Bidding Strategy in Google

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The Pros and Cons of Google Ads Automated Bidding Strategies: A Comprehensive Guide


In the dynamic world of digital advertising, Google Ads stands as a formidable platform for businesses to reach their target audience. Among the plethora of options within Google Ads, one aspect that advertisers often grapple with is choosing the right bidding strategy. In this article, we'll explore the various automated bidding strategies offered by Google Ads, highlighting their pros and cons to help you make informed decisions.

Manual CPC Bidding

Understanding Manual CPC Bidding

Manual CPC bidding is the easiest bid strategy to grasp on the Google Ads platform. Advertisers set their bids manually at the keyword level, and the bids stay where they are until the advertiser changes them.

Pros of Manual CPC Bidding

Cons of Manual CPC Bidding

Enhanced CPC

Understanding Enhanced CPC

Enhanced CPC is similar to manual bidding but allows the Google Ads algorithm to make adjustments to manually set keyword bids based on the likelihood of conversion.

Pros of Enhanced CPC

Cons of Enhanced CPC

Maximize Conversions

Understanding Maximize Conversions

Maximize Conversions is a fully automated bidding strategy that aims to get as many conversions as possible while staying within the daily budget.

Pros of Maximize Conversions

Cons of Maximize Conversions

Maximize Clicks

Understanding Maximize Clicks

Similar to Maximize Conversions, Maximize Clicks aims to get as many clicks as possible within the daily budget.

Pros of Maximize Clicks

Cons of Maximize Clicks

Maximize Conversion Value

Understanding Maximize Conversion Value

Max Conversion Value prioritizes conversions with higher value rather than sheer quantity.

Pros of Maximize Conversion Value

Cons of Maximize Conversion Value

Target CPA (tCPA)

Understanding Target CPA

Target CPA, or target cost per action, sets a specific cost per conversion goal and allows Google to adjust bids to achieve it.

Pros of Target CPA

Cons of Target CPA

Target ROAS (tROAS)

Understanding Target ROAS

Target ROAS focuses on achieving a specific return on ad spend (ROAS) goal by adjusting bids.

Pros of Target ROAS

Cons of Target ROAS

Target Impression Share

Understanding Target Impression Share

Advertisers set a goal impression share percentage to increase ad visibility.

Pros of Target Impression Share

Cons of Target Impression Share

Viewable CPM (vCPM)

Understanding Viewable CPM

Viewable CPM focuses on cost per thousand viewable impressions for display ads.

Pros of Viewable CPM

Cons of Viewable CPM

Cost Per View (CPV)

Understanding Cost Per View

CPV is specific to video ads, where advertisers are charged when viewers engage with the video.

Pros of Cost Per View

Cons of Cost Per View

Choosing the Right Strategy

Ultimately, the choice of a bidding strategy depends on your campaign objectives, budget, and the level of control you desire. Remember that you can mix and match bidding strategies within your Google Ads account to best achieve your goals.

In the ever-evolving landscape of digital advertising, automated bidding strategies offer efficiency and optimization. However, regular monitoring and adjustments are crucial to ensure they align with your specific goals. As you navigate the world of Google Ads, these bidding strategies can be powerful tools in your marketing arsenal. Happy automating!

Should You Use Automated Bidding in Google Ads? A Comprehensive Guide

Exploring Automated Bidding in Google Ads

Over the past year or two, Google Ads has been steadily making changes to its platform that are steering advertisers to use its automated features—which advertisers have mixed feelings about.

One of those features is automated bidding. Automated bidding has improved over the years, but it doesn't make this part of Google Ads any less overwhelming. There are many different types, each one with its pros and cons. So should you use automated bidding? If so, which strategy should you use?

If you're asking those questions, you're in the right place! In this guide, you'll learn:

Understanding the Bidding Landscape

What is automated bidding?

When you set up a Google Ads campaign, you have to tell Google how much you're willing to pay for your ad to be shown. This is called your bid, and there are two different ways to set your bids: manual or automated.

Demystifying Automated Bidding Strategies

There are eight types of automated bidding options in Google Ads:

  1. Enhanced Cost Per Click (ECPC)
  2. Maximize Clicks
  3. Maximize Conversions
  4. Maximize Conversion Value
  5. Target Cost Per Action (tCPA)
  6. Target Return on Ad Spend (tROAS)
  7. Viewable CPM (vCPM)
  8. Cost Per View (CPV)

Are you eager to optimize but not sure where to start? Get your free Google Ads performance grade today and find out where you're slacking in PPC!

Smart Bidding vs. Automated Bidding

Is Smart bidding the same as automated bidding? Smart Bidding and automated bidding often get used interchangeably, but they're not the same thing. Smart bidding refers only to Google's automated bidding strategies that use "auction-time bidding," meaning it will optimize for conversion or conversion value in each and every auction. These include:

So while all Smart Bidding strategies are automated, not all automated bidding strategies are Smart Bidding strategies.

Choosing Your Bid Strategy

How do I set my bid strategy?

Once you determine which one is right for you, how do you select it?

It's important to note that when you're setting up your campaign, Google will automatically choose an automated bidding strategy for you based on your goals.

You do not have to use this strategy!

You can choose any other automated bidding strategy, or instead choose to bid manually.

Simply select the blue text at the bottom where it says "Select a bid strategy directly (not recommended)."


In this comprehensive guide, we've demystified automated bidding in Google Ads, helping you understand the different strategies and when to use them. Whether you're a seasoned advertiser or just starting, making the right bidding decisions can significantly impact your ad campaign's success. So, next time you're faced with the question of whether to use automated bidding, you'll have the knowledge to make an informed choice. Happy bidding!

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