Trina is using automated bidding as part of her Google Ads Search bidding strategy. Why might she prefer automated bidding?
Correct Answer
Machine learning helps her set the appropriate bid for each and every auction.
Key takeaways
Automated bidding sets a bid for every individual auction.
It weighs signals such as query, device, time, location and behaviour at auction time.
Keywords, location targeting and ad scheduling remain advertiser settings.
Why is this the correct answer?
The advantage of automated bidding is that it sets a bid for every individual auction rather than one bid you review occasionally. Each auction carries its own context — the query, the device, the time, the location, the person's recent behaviour — and machine learning can weigh all of it in the moment a decision is needed. No human can price hundreds of thousands of auctions individually, which is precisely the job being handed over.
Why are the other options wrong?
Location targeting is not decided by machine learning.
Location targeting remains an advertiser setting. This describes something automation does not do, which is not a reason to prefer it.
Machine learning will choose an ad schedule for campaigns without her input.
Ad scheduling stays under advertiser control. Automated bidding varies bids by time rather than setting the schedule itself.
Machine learning will choose the keywords used to serve her ads to users.
Keywords are chosen by the advertiser. Automated bidding prices the auctions your keywords enter; it does not pick them.
Frequently asked questions about this topic
What signals does auction-time bidding actually use?
Device, location, time of day, browser and operating system, language, and the remarketing lists a user belongs to, among others. The point is that these are combined per auction rather than applied as fixed percentage adjustments.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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