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Digital Marketing News & Best Practices - Adlucent Search Pros(e)

Google Ads Smart Bidding vs. Deep Search™

Posted by Victoria Flores on November 19, 2019

Machine learning is on the rise because of its ability to identify patterns and learn from large amounts of data to make decisions. Google Smart Bidding, a machine learning technology, does just that by sifting through tons of user data in order to make accurate bid optimizations. When implemented and used correctly, you can see the performance of your campaigns improve by up to 200%. At Adlucent, we have our own bid manager, Deep Search™, that allows us to tailor bidding strategies to your business objectives. We will walk through how Google Smart Bidding can work in your marketing strategy and why Deep Search is the automated bidding manager you need to take your search program further.

Google Ads Smart Bidding

What is it?

Smart Bidding is an advanced machine learning algorithm that determines bids for you in place of manually setting bids for your keywords or product groups. It allows the user to take a backseat while Google makes informed decisions based on predictions from contextual signals.


Auction-time bidding considers several contextual signals when setting keyword bids. Through a collection of signals, bids can be adjusted to fit the user based on several factors, such as:

  • Device
  • Physical Location
  • Location Intent
  • Time of Day
  • Remarketing List
  • Ad Characteristics
  • Interface Language
  • Browser
  • Operating System
  • Demographics
  • Query

To determine future conversions for an auction, it adjusts bids automatically based on the likelihood of a keyword converting. This information allows Google to set an optimal bid within your CPC restrictions. For example, bids may be adjusted in an auction if an advertiser wants to target travelers who are actively searching vacation destinations, using a query like “spain summer vacation spots.”

Who is it for?

Google Ads Smart Bidding provides options for small and large businesses wanting to optimize CPA, ROAS, or conversion goals. Depending on your bidding strategy, Google advises those who are going to use Smart Bidding to have at least 30 conversions from the past month for Target CPA. For Target ROAS, you would need at least 50 conversions in the past 30 days. Having accurate data for you or client campaigns is very important for Google to make optimal bidding decisions.

What are the Drawbacks?

There are a few drawbacks to using Google Smart Bidding that are important to note. Google Smart Bidding is engine-specific. You can only use it within Google Ads, and it gives poor visibility into how campaigns are managed. Having little to no insight into how Google’s algorithm runs everything behind the scenes, as well as lacking the flexibility to adjust bids, may make it less practical for users' digital marketing strategy.

Adlucent Deep Search™ Bidding Technology

What is it?

Deep Search bidding uses our proprietary Automated Bid Manager (ABM) algorithm, which works in tandem with our Account Managers. Allowing the Account Manager to make manual changes at any time, the ABM can adapt to tweaks each time it runs. The bid recommendations are based on the most up-to-date bids that allow for things like client pushes for sales or promotions.

Who is it for?

Aside from Adlucent Account Managers and our existing clients, Deep Search is for companies looking for technology tailored specifically to optimize their business objectives. The Automated Bid Manager currently supports advertisers that are running search and shopping campaigns.

How it Stands Out from Google Smart Bidding

Our Deep Search technology is one of the most powerful platforms in the industry. It is capable of ingesting huge amounts of data at multiple levels, which allows our Account Managers to harness that data for nuanced reporting, as well as maintain very granular control over each account.

One of the great things about our Automated Bid Manager is that it is engine-agnostic. This means it is not specific to just the Google Ads platform. There's always a human touch involved, as opposed to Google Smart Bidding, which has an entirely hands-off and black-box approach. Deep Search also offers more flexibility in that if you need to push specific brands or categories, we're easily able to augment the recommended bids for those areas without needing to make adjustments to how our campaigns are structured.

In Summary

Google Ads Smart Bidding lets users give control to its machine learning algorithm. It allows Google to make bidding decisions based on your account’s collected data, as well as several contextual signals from your users. For the best results and more control over your bidding strategies, Deep Search ABM is the way to go. It will empower your Adlucent Account Manager to make bidding decisions that are motivated by your overall business objectives, so you can see the performance of your campaigns improve over time.

If you are looking to improve the performance of your shopping and search campaigns through our Deep Search Automated Bid Manager, Contact us today to learn more!




Topics: Deep Search, PPC technology, google ads smart bidding, smart bidding, google ads


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