Smart Bidding encompasses several strategies

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In 2024, automation will continue to play a pivotal role in all digital marketing, especially PPC. You can automate numerous aspects of your PPC campaigns including: Bidding Optimization of ads A/B testing Reporting Google continually pushes out ad automation features to make advertising easier on the platform. You can opt to use the features they provide in addition to using an automation tool that helps automate other advertising tasks Google doesn’t. As for Google, one automation feature they offer is Performance Max. Performance Max is a goal-based campaign type that enables you to access all your ad inventory from a single campaign. This ad type automatically optimizes your performance in real-time through Smart Bidding (we’ll talk about this more next).

Google Ads also replaced Discovery campaigns with Demand Gen campaigns, which use Belgium Phone Number Data AI to help create campaigns that drive consumers from mid-funnel to purchase. So, if you want to maximize results from your PPC campaigns in 2024, take advantage of automation. Expert insights from kayla headshot Kayla Johansen Internet Marketing Specialist “The key with any PPC automation is to feed the platform quality data to use as signals, such as offline conversions, and to put the right controls in place.” -Kayla Johansen, Internet Marketing Specialist PPC trend #2: Relying on Smart Bidding Another of the top paid search trends is relying on Smart Bidding. Smart Bidding uses Google AI to optimize for conversions with every auction.



It enables you to optimize your bids, so you get the most from your budget and reach your company goals. including: Target cost per action (CPA): Target CPA is an automated bid strategy where you set your desired average cost per conversion or action. Google then uses that target amount to automatically set your bids based on the likelihood of someone converting through your ad. Target return on ad spend (tROAS): tROAS is a bidding strategy where Google AI analyzes and predicts the value of a potential conversion and automatically adjusts your bid amount to maximize your return. Maximize conversions: As the name suggests, Maximize conversions uses Google’s AI to set bid amounts that help you earn the most conversions for your budget.