Google Expands Smart Bidding in Performance Max Campaigns
Google is expanding its Smart Bidding capabilities with the rollout of Smart Bidding Exploration in Performance Max campaigns. This new feature, first announced at Google Marketing Live, is designed to help advertisers capture more conversions by exploring higher-volume but lower-intent search queries.
Early use of the feature has shown promising results, driving an 18% increase in unique converting query categories and a 19% lift in total conversions. Smart Bidding Exploration allows advertisers to loosen rigid return on ad spend (ROAS) targets, providing a tradeoff between more conversions and tighter efficiency.
Anu Adegbola, Paid Media Editor at Search Engine Land since 2024, highlights the potential of this feature. She notes, 'Smart Bidding Exploration opens the door to higher-volume but lower-intent search queries, helping advertisers reach a wider audience.'
Google's Smart Bidding Exploration is now available in Performance Max campaigns, offering advertisers a new way to balance conversions and efficiency. By exploring a broader range of search queries, advertisers can potentially reach more customers and increase overall conversions.
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