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Automated Bidding and Machine Learning with Google AdWords

AdWords's intelligent and automated bid strategies use machine learning to automatically determine bids in each auction, based on your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.


By using these solutions, you can leverage a vast number of signals that affect the auction, from user device and location to time of day and type of query - and many more - with minimal manual effort from you.


In this 45-minute session, Google Automation specialists will discuss Google AdWords's machine learning solutions, campaign best practices and testing principles, and answer your questions in a live Q&A.


We will be live on the AdWords Community on Monday, February 27th at 14:00 GMT.


Tune in for the live broadcast below, and make sure to post any questions before or during the event for the team to answer.



Please RSVP to this event to receive a reminder email before the event.



@Cristina L


Hi Cristina, good question!


Yes, you can use multiple Bid Strategy types within the same Campaign.


First you need to create a Portfolio Bid Strategy and apply it to the campaign(s), here's an article on how to do that.


Then, in the Ad Groups view, select the Ad Groups where you want to apply a different Bid Strategy by clicking the checkboxes on the left. Then select the 'Bid Strategy' menu at the top, and then click 'Change Bid Strategy'. 


There, you will see an option to 'Use Another Bid Strategy' and you can select any type you want to apply from the drop-down menu below (see screenshot).


Multiple Bid Strategies .png

@Simon B


Hi Simon, thank you for your questions and hope you enjoyed the Livestream!


Yes, generally best practices across for Target CPA are consistent across Search and the GDN. 


We don't recommend updating CPA Targets more than once a fortnight, or by more than +/- 20%, because frequent and significant changes mean that the alorthym will spend more time in 'learning mode'. The more time spent learning, will typically lead to greater fluctuations in performance. 


These changes therefore, won't break the CPA Bidding, but it's likely to compromise the performance to a certain extent. 


Here are two useful articles that cover both Smart Bidding for Display and Search separately.

Are the best practices the same across target CPA bidding in GDN? Particularly around not changing your target CPA by more than 20% or more often than every two week

I work for a sports agency, where performance (including CvR) is very unstable and fluctuates greatly with sports fixtures. We also would likely change our target CPA more often than fortnightly and by more than 20% - would either of these be a problem for target CPA bidding as they seem to go against the requirements & best practices?

Can you set different targeting settings for different adgroups within the same campaign?


Maximise for clicks -  Awareness agroup

Target CPA – RLSA target & bid adgroup