They take the complexity out of PPC while delivering impressive results. Find out how we use Google-powered AI to take your campaigns to the next level 🚀
When it comes to running successful PPC campaigns, bidding can feel like a tricky balancing act. Bid too high, and your budget drains quickly. Bid too low, and your ads might not even get noticed. But to get the most out of your Google Ads campaigns, Google’s AI-powered automated bidding strategies could be the game-changer we all need.
At Pixal, we know that time is precious, and making sense of bidding strategies can feel overwhelming. That’s why we’re here to explain how Google’s automated bid strategies work, their benefits, and how we use them to help our clients achieve better results with less effort…
What are Google’s Automated Bid Strategies?
Google’s automated bidding strategies use artificial intelligence (AI) and machine learning to automatically adjust your bids in real time. Instead of manually deciding how much to bid for each keyword or placement, Google takes over and uses data to determine the best bid to achieve your campaign goals.
These strategies are designed to save you time, eliminate guesswork and optimise performance based on your objectives.
What are the Main Automated Bidding Strategies?
Google Ads offers several automated bid strategies tailored to different goals:
- Target ROAS (Return on Ad Spend): Focuses on getting a specific return on investment for every pound spent. Perfect for eCommerce campaigns where revenue is a key metric.
- Maximise Conversions: Aims to drive as many conversions as possible within your budget. Ideal if you want more leads or sales.
- Maximise Conversion Value: Similar to Maximise Conversions, but prioritises high-value conversions (eg bigger purchases).
- Target CPA (Cost Per Acquisition): Optimises bids to hit a target cost per conversion. Great for keeping acquisition costs predictable.
- Maximise Clicks: Focuses on driving as much traffic to your site as possible within your budget.
- Target Impression Share: Helps you dominate visibility on the SERP by bidding to appear in certain positions, such as the top of the page.
How Does Google’s AI Work?
Google’s AI uses a wide range of data points that go far beyond what humans could track manually. These include:
- User device (mobile, tablet, desktop)
- Location and time of day
- Past search behaviour
- Ad quality and relevance
- Competitor bids
By analysing this data in real time, the system makes smarter decisions, ensuring your bids are placed where they’re most likely to succeed.
Benefits of Automated Bid Strategies
- Save time
Manual bidding is time-consuming, requiring constant analysis and adjustments. Automated strategies take the heavy lifting off your plate, allowing you to focus on other areas of your business. - Optimise performance
AI-powered bidding adapts to changes in the market, meaning you’re always ahead of the curve. This helps your campaigns perform better, even in competitive industries. - Reduce human error
It’s easy to make mistakes when manually managing bids. Automated bidding eliminates the risk of over- or under-bidding due to oversight. - Hit specific goals
Whether you’re looking to increase sales, drive traffic, or improve ROI, there’s an automated strategy designed to meet your specific objectives. - Real-time adjustments
Google adjusts bids instantly based on live data, ensuring you’re not wasting money on unprofitable clicks.
Common Challenges with Automated Bidding (and How We Solve Them)
While automated bidding is powerful, it’s not without its challenges. Here are some potential pitfalls and how we address them:
- Lack of control: Some advertisers worry about handing over control to Google. At Pixal, we mitigate this by closely monitoring performance and making manual adjustments where necessary.
- Time required to optimise: Automated strategies rely on data to perform well. New campaigns may need time to gather enough information. We use this period to test and tweak campaigns to speed up the learning process.
- Budget mismanagement: Automated bidding can overspend if not carefully monitored. We ensure that campaigns are set with clear budgets and limits to avoid surprises.
How We Support Clients Using Automated Bid Management
Automated bidding is ideal for businesses looking to save time on campaign management, improve performance without constantly analysing data, or scale their campaigns while keeping costs under control.
However, it works best when combined with a strong campaign structure, clear goals, and well-crafted ads. That’s where we come in.
We’re not just experts in PPC; we’re a partner for our clients in achieving measurable results. Here’s how we make automated bidding work for you:
- Data-Driven decisions: We analyse your business goals and set up the right bidding strategies to meet them.
- Continuous optimisation: We monitor campaigns closely and make adjustments to keep your performance on track.
- Transparency: You’ll always know how your budget is being spent and what results you’re getting.
Talk to us
Google’s automated bid strategies are changing the game for advertisers, offering smarter, faster, and more efficient ways to manage campaigns.
Whether you’re looking to increase conversions, improve ROI, or boost traffic, we can help you make the most of this powerful tool. Contact us today