Smart Bidding – AI Search Ads

AI-powered Search ads helps you show the most relevant ad.

By combining AI-powered Search ads products, you can create ads that adapt to show more relevant messages to more people while meeting your ROI goals. Google uses AI to set the right bids, reach the right searches, and create the most relevant ad for consumers. As a result, advertisers who improve their responsive search ads‘ Ad Strength (from „Poor“ to „Excellent“) can observe 12% more conversions on average (Source: Google Internal Data, 02/28/2023 to 03/01/2023).

Get more value with less effort: What consumers want and how they’re searching for it is constantly changing. This makes it more difficult for you to anticipate every possible search that’s relevant to your business. By pairing broad match with Smart Bidding, you can use auction-time signals to set the right bid for each query. This alleviates the need to anticipate and manage every potential search.

Example: Let’s say you manage an Italian restaurant in San Francisco. Broad match can help you find a variety of interested people—from a couple searching „places to eat tonight“ on their phones nearby, to a family searching „family friendly restaurants in SF“, to a traveler searching „best risotto in North Beach“ on their laptop in their hotel. While any of these users could visit your restaurant, the optimal bid to reach them will vary. Manually adjusting the bid on individual keywords for each user is extremely difficult and would lead to missed conversions.

Taking this a step further, it would be impractical to create thousands of creatives for every possible search provided by broad match. Creative use of Google AI works with broad match because the system needs flexibility to optimize the right creative variant to each query. By entering multiple headlines and descriptions in a responsive search ad, Google Ads can learn which combinations perform best across all of the traffic provided by broad match.

Case study

By embracing AI-powered Search ads, tails.com was able to increase signups with their generic campaigns by 182% and clicks by 258%. Check out how an automation-first approach using Search ads with a combination of broad match, Smart Bidding, and responsive search ads has helped the brand stay relevant and connect with new customers in Germany.

Optimize bids with Smart Bidding

Smart Bidding evaluates billions of combinations of signals to set the right bid for every search query and auction based on your ROI goals. In particular, value-based bid strategies like Maximize conversion value can help you capture the customers that matter most (and generate the most monetary value) for your business. Learn how Smart Bidding can help you reach the right person for the right price by optimizing your bids in real time.

Your guide to Smart Bidding

Smart Bidding is a set of automated bidding strategies that use Google AI to optimize for conversions or conversion value. Smart Bidding sets precise bids for each and every auction to help drive higher conversion volume or conversion value at a cost efficiency that is comparable to or better than existing performance goals.

Target CPA, Target ROAS, Maximize conversions and Maximize conversion value are all Smart Bidding strategies. Target Impression share and Max clicks are also automated bid strategies but don’t include auction time bidding.

Benefits of Smart Bidding

Google Ads automated bidding helps you optimize bids at scale across your business goals. Smart Bidding uses Google AI technology.
Automated bidding gives you: – BID STRATEGIES THAT ALIGN TO YOUR GOALS: Choose from a variety of bid strategies to meet your business objectives, conversion goals, and conversion value goals.

True auction-time bid optimization: Smart Bidding optimizes bids for every auction, helping you set more precise bids tailored to each user’s search context and meet your performance goals more effectively.

QUERY-LEVEL PERFORMANCE MODELING: Smart Bidding uses search query-level conversion data across your account to help solve data scarcity that individual keywords may face. This allows the algorithms to bid more accurately on low-volume keywords or keywords that are still building performance history.

A richer set of contextual signals: In addition to evaluating key signals like device, location, and time of day, Smart Bidding accounts for other signals like browser, operating system, language, and many more. This helps incorporate the search context and conversion likelihood of each auction into every bid. It also considers signal combinations that have a statistically significant impact on conversion rate, which individual bid adjustments may not capture. Learn more about automated bidding signals

Algorithms that keep learning: Smart Bidding continuously updates your bidding algorithms to align with changes in performance and adapts to your business’ specific conversion cycle to know how to heavily weigh recent versus historical data.

Tip: Check out the Search Automation technical guide to learn more about the signals Google uses, how queries match to keywords, how using AI makes keyword matching more effective, and what you can do to improve performance.

Reach the right customers with broad match

Broad match uses the power of Google AI to extend its reach beyond exact and phrase match by identifying related queries to reach more customers and drive better performance. Broad match works best with Smart Bidding because it ensures you only bid on searches that are expected to perform for you. Learn how broad match can help you stay on top of market trends and rapidly shifting demand by reaching all searches that are relevant to your business.

Improve with AI-powered Search

Your guide to broad match
Next: Your guide to Smart Bidding

Broad match extends its reach beyond exact and phrase match by identifying related queries. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Using broad match to capture these high-intent queries can increase your reach and coverage. Check out About keyword matching options for details.

This diagram explains the different keyword match types, including broad match, phrase match, and exact match keywords.

Broad match benefits
With broad match keywords, your campaigns:

Can reach additional relevant search terms compared to phrase and exact match
Provide more data and flexibility for Smart Bidding
Use additional signals to ensure relevance and intent in expansions

For subtitles in your language, turn on YouTube captions. Select the settings icon Image of YouTube settings icon at the bottom of the video player, then select „Subtitles/CC“ and choose your language.

How to get started with broad match

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the „Appearance“ icon, and select Use previous design. If you’re using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Broad match is the default match type for all keywords. When creating a new keyword, you can use broad match by simply inputting the keyword in plain text. To convert exact or phrase match keywords to broad match, select “Broad Match” in the dropdown in the “Match Type” column. To convert multiple keywords at the same time:

In your Google Ads account, click the Campaigns icon Campaigns Icon.
Click the Audiences, keywords, and content drop down in the section menu.
Click Search keywords
Check the box next to the keywords you want to edit.
Click Edit.
Select “Change match types” and then, if it’s available, click Upgrade to broad match. If that option isn’t available, click Change all match types and then select “broad match”.
Click Apply.


Tip: Check out the Search Automation technical guide to learn more about the signals Google uses, how queries match to keywords, how using Google AI makes keyword matching more effective, and what you can do to improve performance.

Note: It’s critical to use Smart Bidding with broad match. This is because every search query is different, and bids for each query should reflect the unique contextual signals present at auction-time. Smart Bidding uses these signals to ensure that, for all of the relevant searches you could reach with broad match, you’re only competing in the right auctions, at the right bid, for the right user. Check out Your guide to Smart Bidding for details.

Measuring broad match results: Our measurement resources can provide insights into the performance of your broad match enabled campaigns. You can use these tools to find out how to optimize your keywords, build out negative keywords, and discover how well your campaign keywords are performing overall.

About the search terms report:

  • Get negative keyword ideas using the search terms report
  • Measure Search Network keyword performance

Related links

  • Your guide to AI-powered Search ads
  • Search Automation technical guide

Your guide to responsive search ads

Responsive search ads let you create ads that adapt to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads tests different combinations and learns which combinations perform best. With the feedback provided from the Ad Strength feature, you can refine your headlines and descriptions so ads resonate even better with your customers.

In this article, you’ll learn how to find resources that can help you set up, edit, and optimize your responsive search ads to ensure the best results for your campaign.

  • An animation describing how responsive search ads work.
  • Benefits | Why you should use responsive search ads
  • Responsive search ads help you:

Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers.
Save time by providing multiple headline and description options, allowing Google Ads to show the most relevant combinations to your customers.

Tailor your headlines and descriptions to your customers‘ locations, regular locations, or locations of interest.
Reach more potential customers with multiple headline and description options that give your ads the chance to compete in more auctions and match more queries.
Increase ad group performance by attracting more clicks and conversions that your existing text ads aren’t capturing.

Tip.: Check out the AI-powered Search Ads technical guide to learn more about the signals Google uses, how queries match to keywords, how using Google AI makes keyword matching more effective, and what you can do to improve performance.

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Increase engagement with responsive search ads
Create ads that adapt to show more relevant messages to your customers. Ad Strength for responsive search ads provides you with feedback to help you focus on showing the right messages to your customers. Learn how to use multiple headlines and descriptions to build and serve relevant ads for every query based on auction-time signals.

Tip
You can use built-in steering features to keep specific creatives, keyword matching, and bidding strategies in place. You can use several strategies, like pinning and negative keywords, to ensure you meet specific requirements within campaigns using Google AI. Check out How to steer AI-powered Search ads for details.

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Responsive search ads let you create ads that adapt to show more relevant messages to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads tests different combinations and learns which combinations perform best. With the feedback provided from the Ad Strength feature, you can refine your headlines and descriptions so ads resonate even better with your customers. In this article, you’ll learn how to find resources that can help you set up, edit, and optimize your responsive search ads to ensure the best results for your campaign. An animation describing how responsive search ads work.

Responsive search ads help you:

Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers.
Save time by providing multiple headline and description options, allowing Google Ads to show the most relevant combinations to your customers.
Tailor your headlines and descriptions to your customers‘ locations, regular locations, or locations of interest.
Reach more potential customers with multiple headline and description options that give your ads the chance to compete in more auctions and match more queries.
Increase ad group performance by attracting more clicks and conversions that your existing text ads aren’t capturing.

Tip
Check out the AI-powered Search Ads technical guide to learn more about the signals Google uses, how queries match to keywords, how using Google AI makes keyword matching more effective, and what you can do to improve performance.

https://services.google.com/fh/files/misc/unlock_the_power_of_search_2022.pdf

Tip.: Check out the AI-powered Search Ads technical guide to learn more about the signals Google uses, how queries match to keywords, how using Google AI makes keyword matching more effective, and what you can do to improve performance.

Responsive Search Ads
A Guide to Writing Ads that Perform
https://services.google.com/fh/files/misc/responsive_search_ads_a_guide_to_writing_ads_that_perform_2023.pdf

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Google AI provides benefits that can help you meet your goals at scale in ways that aren’t possible with manual bidding, limited match types (like exact or phrase match), and creative production and testing. Using Google AI, Google Ads provides you with the tools to steer and adjust accordingly based on your business needs. You can keep specific bidding, keyword matching, and creative strategies in place while gaining the benefits of using Google AI.

Adjust and optimize with Smart Bidding
With Smart Bidding, you can steer certain aspects of your campaigns. This may be helpful if you need to account for external factors such as inventory, local policies, or changing budgets. You can also bid lower or higher during a given time period.

Adjust your targets and budgets
Campaigns using Smart Bidding set bids based on the most accurate conversion measurements available. However, when monitoring the performance and delivery of campaigns using Smart Bidding, or as your business goals evolve, you may want to make adjustments to your CPA target, ROAS target, or budget to help you achieve your goals.


Adjusting targets:
If you’re using a portfolio strategy, adjust your targets at the portfolio level for several campaigns at once.
If you’re not using a portfolio bid strategy, you can adjust them for each individual campaign.
In your campaigns, you may set your ROAS or CPA target at the ad group level.
Adjusting budgets:

When using Maximize conversions or Maximize conversion value without a ROAS or CPA goal, Smart Bidding will drive as much conversion volume or conversion value as possible within your daily budget. If you’re using a portfolio bid strategy, you can easily manage the budget of all campaigns in a new or existing portfolio bid strategy by using a shared budget.
In the recommendations page, you may find suggestions for your bidding and budgets to drive more performance at a similar ROI.

Target and budget simulators:

When adjusting your CPA or ROAS goals, or when making changes to your budget if you are not optimizing to a target, we suggest reviewing your Smart Bidding simulators to see how these may impact key metrics like your clicks, conversion value, conversions, and spend. Check out How to make target adjustments with Search Smart Bidding for details.

You can change your bid strategy at any time. When you make a change, the performance will take some time to stabilize as the system learns to optimize to the new bid strategy. When changing bid strategies, we suggest setting the new bid strategy goals to something similar to your previous performance. You can also use experiments to test another automated bid strategy against your current bid strategy. Check out About automated bidding to learn more about available bid strategies.

Changes in measurement and conversions

Your Smart Bidding strategies optimize to your conversions and conversion value. You can change the conversions during campaign creation or after your campaign is created. You can also add conversion value rules to modify your campaign.

Goals: Campaigns will optimize to your account default goals. You may choose to not use your account default goals and instead individually pick which conversions your campaign optimizes to with custom goals.

Note: Changing conversion actions (or value of conversions) used in your campaigns may impact performance. You may need to adjust the ROAS or CPA targets accordingly.
Conversion value rules: If you have additional insights about your customers—based on their location, device, or assignment to an audience list—that isn’t already reflected in your conversion value, you can use conversion value rules.

Data exclusions: If you recently had a conversion tracking issue, we suggest you use data exclusions to exclude the period with bad data. By doing this, it prevents our systems from training on data that might be inaccurate. For example, if a tag was accidentally removed from your site, we suggest applying a data exclusion on the days missing conversion data.

Note: Data exclusions are meant to account for outages or major issues. Using them often or for long periods could negatively impact Smart Bidding performance.
Seasonal events or holidays
For a seasonal event or holiday, you can inform Smart Bidding if you believe there may be short term changes in performance. You can apply a seasonality adjustment during periods where you expect a significant change in your conversion rates. Seasonality adjustments are ideal for short events of 1-7 days. They may not work as well if you use them for extended periods.

For example, if you have a sale event during Labor Day weekend and expect your customers to convert at a higher rate than you normally expect, you may apply a seasonality adjustment to inform Smart Bidding to bid higher during the event.
Negative keywords with broad match

To help avoid unwanted search terms, you can add negative keywords that include those terms.

How to create and apply negative keywords to campaigns
To add negative keywords to ad groups, campaigns, and negative keyword lists:
Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the „Appearance“ icon, and select Use previous design. If you’re using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

In your Google Ads account, click the Campaigns icon Campaigns Icon.
Click the Audiences, keywords, and content drop down in the section menu.
Click Search keywords.
Click on the „Negative search keywords“ tab and then click the plus icon .
Select Add negative keywords or create new list.

Choose whether to add negative keywords to a campaign or an ad group, then select the specific campaign or ad group.

Add your keywords, one per line. Make sure that your negative keywords don’t overlap with your regular keywords because this will cause your ad not to show. Choose a match type by using the appropriate notation.

If you’re adding your negative keywords to a campaign, you have the option to save the keywords to a new or existing negative keyword list and apply that list to the campaign. Check Save to new or existing list, then enter a name for your new list, or select an existing list.
Click Save.

To use an existing negative keyword list:

Select Use negative keyword list.
Choose the campaign that you’d like to apply negative keyword lists to.
Check the boxes of the negative keyword lists you’d like to use.
Click Save.

To add or remove negative keywords lists from multiple campaigns at once:
Click Campaigns.
Check the box next to the campaigns you want to apply your negative keyword lists to.
Click Edit, and select Edit targeting.
To add negative keyword lists, select Add negative keyword lists.
Check the box next to the lists you want to add to these campaigns.
Click Apply.

To remove negative keyword lists, select Remove negative keyword lists.
Check the box next to the lists you want to remove from these campaigns.
Click Apply.

Tips
Negative keywords work differently from positive keywords. Learn more about negative keywords
Rather than adding each user search as a negative, it may be better to identify specific words or phrases to block and add those as negative keywords.
Use negative keywords sparingly, as you may inadvertently block performing traffic.
Pinning with responsive search ads

By default, when you create a responsive search ad, headlines and descriptions can appear in any order. However, you can decide where individual headlines and descriptions appear in your ad by using the pinning feature.

Pin headlines and descriptions to specific positions
Pinning one headline or description causes it to show only in that specific position, preventing others from showing in its place. Pinning multiple headlines or descriptions to the same position ensures that at least one will appear in that position for every ad. If you have mandatory language (for example, terms and conditions may apply) that must be shown to users, then you should pin it to “Headline position 1”, “Headline position 2”, or “Description position 1”, as they will always show.

Note: Pinning isn’t recommended for most advertisers because it reduces the overall number of asset combinations that can be shown and matched to a potential customer’s search.

On the „Edit ad“ page, click the headline or description you want to pin.
Click the pin icon Pin that appears next to the headline or description.
Select what position you want to pin your headline or description to by selecting from the popup box.

Tips for pinning:
Pinning one headline or description causes it to show only in that specific position, preventing other headlines or descriptions from showing in its place. Since pinning reduces the overall number of headlines or descriptions that can be matched to a potential customer’s search, pinning isn’t recommended for most advertisers.

Try pinning 2 or 3 headlines or descriptions to each position so that any of them can show in that position. This gives you more flexibility to find out which headlines or descriptions perform better.

For example, if you pin the headline “Official Website” to Headline position 1, then all ads that customers view will have “Official Website” as the first headline. However, if you pin a second headline—let’s say “The Official Site”—to Headline position 1, then all ads that customers view will show either “Official Website” or “The Official Site” as the first headline.

If you have headlines and/or descriptions pinned to all available positions, unpinned headlines and/or descriptions won’t show.
Headlines or descriptions pinned to Headline position 1, Headline position 2, or Description position 1 will always show. Content pinned to Headline position 3 and Description position 2 are not guaranteed to show in every ad. If you have text that should appear in every ad, then you must pin it to either Headline position 1, Headline position 2, or Description position 1.