Start Free Trial
  1. SEJ
  2.  » 
  3. News

Google Ads Offers More Choices for Automated Bidding Strategies

Google Ads Offers More Choices for Automated Bidding Strategies

Google Ads is expanding its automated bidding solutions by giving advertisers three more options to choose from.

The three new choices include:

  • A new way to pay for campaigns
  • Expanded support for non-guaranteed deals
  • The ability to manage automated bidding at the insertion order level

Here’s more detail about the three new automated bidding options.

Outcome-based buying

With outcome-based buying, advertisers can now pay only for the outcomes they care about. Previously, automated bidding only supported buying on a cost-per-thousand impressions (CPM) basis.

Continue Reading Below

Outcome-based buying supports cost-per-click buying for campaigns that use CPA or maximize conversion strategies.

Google Ads Display & Video 360 will optimize bids to help advertisers get more of the actions they care about – such as clicks, conversions, and installs. Advertisers will only be charged for clicks.

Automated bidding for non-guaranteed deals

Google Ads is expanding automated bidding to non-guaranteed deals. In the deal has a floor price then Display & Video 360 will take that into consideration and ensure ads are showing as planned.

Google Ads Offers More Choices for Automated Bidding Strategies

Automated bidding at insertion-order level

Advertisers can now set their automated bidding strategy at the insertion-order level rather than the line-item level.

Continue Reading Below

Taking performance into consideration across multiple line item will allow automated bidding to shift spend to the high performing line items, which Google says will deliver better returns for the same spend.


Subscribe to SEJ

Get our daily newsletter from SEJ's Founder Loren Baker about the latest news in the industry!

Topic(s) of Interest*
By clicking the "SUBSCRIBE" button, I agree and accept the content agreement and privacy policy of Search Engine Journal.

Matt Southern

Lead News Writer at Search Engine Journal

Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt ... [Read full bio]

Read the Next Article
Read the Next