What are the advantages and disadvantages of Google smart bidding?

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Automated strategies allow the algorithm to set bids for your campaign in milliseconds and bid on profitable and successful ad positions . Machine learning incorporates a large number of contextual signals and creates bids veterinary email database according to predefined goals. Attribution models and business goals are used to train the algorithm on the conversion values ​​that are important to you. Analysis tools and performance reports allow you to check the success of your campaign.

Summary of the most important advantages:

Profitable and contextual launch of bids and offers for suitable advertising positions
Automated bidding strategies based on machine learning
Predefined performance objectives take into account company goals and benchmarks
Analytics tools provide transparent assessments and reporting
Saving time and costs to achieve more successful and efficient campaigns
One drawback is that the algorithm is data-dependent. It has a learning phase and needs a database to learn from, which is formed from information about users' purchasing behavior, sales, profits, and page traffic. Its collection is carried out using conversion tracking and data mining tools .

Advice
Online marketing is a learning process. Choosing the right tools for successful advertising campaigns requires a broad set of knowledge. Our guides and tips on the most important topics in online marketing provide further guidance:

SEO from A to Z
SEO Guide for Small Businesses
SEO vs. content marketing
Retargeting
Ads.txt
Native advertising
Behavioral targeting
Segmentation
What signals are important in smart bidding?
Millions of signals and data about usage and purchasing behavior come into play when making an offer. The most important signals and characteristics are:

Age/gender
Residence/Location
Device/Browser
Operating system
Estimated income
Day/time
Interests/search behavior
Purchasing behavior
Click depth/click behavior
Access to important pages
Reaction to CTAs
Behavior on the website
Remarketing lists
How to correctly apply a smart bidding strategy
First, make sure that the prerequisites for an effective Google Ads bidding strategy are met: conversion tracking, defining realistic target groups and business goals, and setting the advertising budget. Important questions you should be able to answer include:

Do you want to get the most out of your advertising costs? In this case, we recommend the Google Ads bidding strategy “ Maximize conversion value ”.
Do you want to recover a minimum of your advertising costs? In that case, we recommend setting the “ ROAS Target ” to “ 600% ” to multiply the conversion value by six.
Want to set the cost of an advertising action? Use the “ Target CPA ” and set the maximum budget to achieve the highest number of conversions possible.
Are you looking to get the maximum number of conversions through certain campaigns and advertising actions? Select “ Maximize conversions ” to get the maximum number of conversions for the corresponding advertising action/position.