Smart Bidding
Smart Bidding is Google's family of machine-learning bid strategies — Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value — that automatically adjust bids in real time based on conversion likelihood.
What it is
Instead of manually setting a CPC bid for every keyword, you tell Google a goal — "hit $80 cost-per-conversion" or "hit a 3× ROAS" — and Google's ML adjusts every individual auction bid based on dozens of contextual signals (device, time of day, location, audience, query, etc.).
Why it matters
Manual bidding can't react to context signals in real time. Smart Bidding evaluates more data points per auction than any human team possibly could. For most healthcare advertisers running 50+ keywords, Smart Bidding outperforms manual within 30–60 days.
When to use which strategy
- Maximize Conversions — early stage, no historical conversion volume yet
- Target CPA — you have 30+ conversions/month and a known acceptable cost-per-admit
- Target ROAS — you have revenue values per conversion (e.g., ecommerce, or per-admit revenue averaged)
- Maximize Conversion Value — same conditions as ROAS but you want spend ceiling, not floor
Frequently asked questions
Does Smart Bidding need a conversion threshold?
Target CPA and Target ROAS perform best with at least 15–30 conversions in the past 30 days. Below that, they often overbid or stall.
Should I let Smart Bidding bid on broad-match?
Only with caution. Modern broad match + Smart Bidding can scale efficiently, but it requires strong negative keyword hygiene and conversion tracking on real outcomes — not just form fills.
Can I override Smart Bidding for specific keywords?
Bid adjustments (device, location, audience) still apply on most Smart Bidding strategies. For full manual control, you'd switch the campaign back to Manual CPC.
