Smart Bidding Strategies
tROAS and tCPA.
What Smart Bidding Is
Smart Bidding is Google's auction-time, machine-learning bidding. For each auction it predicts conversion likelihood using signals like device, location, time, and audience, then sets a bid to hit your goal.
It replaces manual CPC tuning with automated optimization toward conversions or conversion value.
The Two Goal Families
Smart Bidding strategies split into volume goals and value goals. Volume goals chase number of conversions; value goals chase total conversion value (revenue).
Choose value strategies when conversions differ in worth, and volume strategies when every conversion is roughly equal.
Volume goals:
Maximize Conversions (+ optional tCPA)
Value goals:
Maximize Conversion Value (+ optional tROAS)All lessons in this course
- What Is Performance Max
- Asset Groups and Signals
- Smart Bidding Strategies
- Guardrails and Insights