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Mastering Pay-Per-Click (PPC) Advertising with Google Ads

Manual vs. Automated Bidding Explained

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A bidding strategy tells Google what the campaign values most: more clicks, more conversions, or greater visibility.

Manual Bidding (Manual CPC)

With manual CPC (cost-per-click), the advertiser decides how much to pay for each click. It offers full control over bids but requires more time and management.

Automated Bidding (Smart Bidding)

Automated bidding relies on machine learning to adjust bids automatically in real time. Google uses performance data, such as device type, time of day, audience, and location to maximize results.

Common Smart Bidding Strategies:

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Match the bidding strategy to its goal:

Maximize Clicks → ;
Maximize Conversions → ;
Target CPA → ;
Target ROAS → .

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Section 1. Chapter 14

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Manual vs. Automated Bidding Explained

A bidding strategy tells Google what the campaign values most: more clicks, more conversions, or greater visibility.

Manual Bidding (Manual CPC)

With manual CPC (cost-per-click), the advertiser decides how much to pay for each click. It offers full control over bids but requires more time and management.

Automated Bidding (Smart Bidding)

Automated bidding relies on machine learning to adjust bids automatically in real time. Google uses performance data, such as device type, time of day, audience, and location to maximize results.

Common Smart Bidding Strategies:

Everything was clear?

How can we improve it?

Thanks for your feedback!

Section 1. Chapter 14
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