Deliver better results with automated bidding

Bidding in Google Ads is part of the process advertisers go through to get their ads shown to customers. Setting your bidding preferences tells Google what you’re willing to spend for a click or number of views for your ad. Bidding is also one of the factors that affect how you perform in a Google Ads auction.

Learn more about bidding by visiting the Understanding bidding basics page.

The best bidding strategy for Google Ads depends on your campaign settings, which networks you’re targeting, and whether you want to focus on clicks, conversions, or impressions. Google gives you two ways to set your bidding strategy:

• Manual bidding, which allows you to determine what you want to pay
• Smart Bidding, which uses Google AI to optimize your bids at every auction based on your defined objective

Learn more about how to choose the best bidding strategy for your campaign by visiting the Determine a bid strategy based on your goals page.

How much you should bid on Google Ads depends on:

• Your campaign type
• How much your keywords cost
• How successful your keywords are

If you’re not sure how much to start with, you may want to set a maximum bid instead. That way, you’ll never pay more than the amount you set for a click on your ad. You can also use Google’s AI-driven Smart Bidding tool to take the guesswork out of choosing the right bid amount.

Learn more about how to set bid amounts by visiting the Choose a bid amount that works for you page.

Bidding amounts are ultimately up to you. However, you should always set your bid based on what you think an ad click is worth to you and then choose a bid amount and budget you’re comfortable with.

Learn more about how to set a bid by visiting the Choose a bid amount that works for you page.

Automated bidding in Google Ads can improve campaign performance across a number of different metrics. It can tailor your bids to each user’s unique search needs so you can reach your audience at the right moment. It also helps optimize your bids so you’re bidding toward what matters most to your business. Automated bidding can also help you:

• Get as many clicks as possible within your budget
• Get as many conversions as possible within your target CPA
• Meet your ROAS target
• Get the most conversions or conversion value for your budget

Learn more about how to improve your campaign performance with automated bidding by visiting the About automated bidding page.