Google Automated Bidding – Quick Reference Guide

We’ve had the amazing opportunity to spend time with some of Google’s super-smart Product Engineers who have lifted the hood on Google’s best practice for automated bidding implementation.

In developing this flowchart, we’ve taken their insights and combined them with a healthy dose of our own observations, alongside feedback from our wonderful agency partners.

You’ll notice for instance that we don’t currently include all available automated bidding strategies in our flowchart – we think there are still a few tweaks that can be made to some in order to achieve optimal results so we recommend holding off on those if you’re new to automated bidding and testing the waters.

We know – attribution models can sometimes be just as murky as automated bidding when it comes to best practice.

Using the right attribution model is just as important to the success of the automated bidding strategy as the bid strategy choice itself. They are dependent and go hand in hand, like vegemite and toast (or peanut butter and jam, for those non-Aussies).

As a general rule of thumb, we recommend using a non-last click attribution model when campaigns are using automated bidding. Which one? Good question. To get the most out of your bidding strategy, we’ve also included our best practice flowchart for choosing an attribution model.