The bidding determines the performance of your adverts and their exposure. The procedure of bidding is complicated yet very necessary. The following are important considerations in bidding:

Performance

Your ad’s exposure and conversion rate are determined by how well you bid; if your bid is ineffective, you will only receive restricted results.

Auctions

If you use human bidding, it’s not uncommon for the ideal bid to vary quickly, and it may be challenging to establish it precisely. Automated bidding, on the other hand, can efficiently handle this difficulty.

User Journey Complexities

The goals and probabilities of users might change depending on the device, location, and time. Your ad will be able to capture all of these variants if you are using automatic bidding.

Advantages of using automated bidding

If I had to condense the advantages into a single line, it would be this: The automatic bidding feature in Google Ads can successfully capture all user signals and transfer them to greater ad performance. In more specific terms, automated bidding has the following four benefits:

1. Machine Learning.  Google uses machine learning to automatically determine bids, minimising the amount of effort required of marketers.

2. Time saved. Automation saves time for marketers, which is beneficial given the nature of the activity, which may be pretty time-consuming, as well as the variability of users’ intentions and interests.
3. Auction-time bidding. This is the primary advantage of using automated bidding, which is that it adapts to the specific circumstances of each user and enables bid distinction.
4. Depth of signals used and cross-analysis. The technology developed by Google recognises and adapts to meaningful interactions to incorporate the signals users provide.