Definition
Google Ads offers three main categories: manual CPC, Smart Bidding, and CPM-based strategies for Display. Smart Bidding includes Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value.
How it works
In manual CPC, the user sets the bid value; the system only enters the auction. In Smart Bidding, Google machine learning evaluates user signals, device, location, time, and historical behavior to set the bid per auction. Smart Bidding requires a minimum of 30 conversions per 30 days. Strategy changes trigger a 1-2 week learning phase.
Where you see it in Scope Trends
Ad Command Center > Bid Strategy shows strategy and targets per campaign. The Strategy Recommendation Agent suggests new strategies based on campaign maturity.
Frequently asked questions
Is manual CPC still used?
Yes for low-volume or highly customized campaigns. It is the starting point when data is insufficient for Smart Bidding.
How often can the strategy change?
Frequent changes reset the learning phase. Performance Max strategy reviews every 4-6 weeks.