When you set up a campaign, Google asks how you want to bid. It boils down to two philosophies:
| Manual CPC | Cost Per Click | You tell Google exactly how much you are willing to pay for a keyword (e.g., "$2.50") | You are in total control. It is like driving a manual car; you decide every gear shift. |
| Automated Bidding | Smart Bidding | You tell Google your goal (e.g., "Get me as many sales as possible"), and Google’s AI decides the bid for every single auction. | It is like a self-driving car. |
Which one is better? It depends on your account maturity.
The Pros:
| Zero Surprises | You will never pay $10 for a click if you set your limit at $2. |
| No Data Needed | You can start this on Day 1 without any past sales history. |
| Granular Control | You can bid high on "Red Shoes" and low on "Blue Shoes" based on your own inventory levels. |
The Cons:
| Time Consuming | You have to log in constantly to adjust bids. |
| Limited Info | You can't adjust bids in real-time based on the user's browser history or operating system (Google's AI can). |
This includes strategies like Maximize Conversions, Target CPA, and Target ROAS.
The Pros:
| Saves Time | The AI manages thousands of bid changes instantly. |
| "Invisible" Data | Google adjusts bids based on millions of signals humans can't see (e.g., "This user just visited 3 other shoe sites, so bid higher"). |
| Better Results (Usually) | Once it learns, it typically outperforms humans. |
The Cons:
| Needs Data | The AI needs at least 30 conversions in the past month to learn. If you launch a new account with Smart Bidding, it will often fail or overspend. |
| The "Black Box" | You don't know why it bid $5.00. You just have to trust it. |
Automated Bidding relies entirely on your past data. It looks at your history and asks: "Who clicked your ads before? I will find more people like that."
The Danger: If your past clicks were Bots or Competitors (and you didn't block them), Google's AI thinks those are your "ideal customers."
It will optimize your campaign to find more bots.
It will waste your budget targeting click farms instead of real buyers.
The Solution: You must clean your data. Using ClickSambo ensures that the only data fed into Google's AI is legitimate human traffic. Clean data = Smart AI.
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