The pros and cons to automated and manual bidding strategies for Google Ads

Smart bidding is often presented as the holy grail. Google has always encouraged its customers to use smart bidding strategies. Not only in its public statement but also through its account managers.

Is smart bidding as good as Google’s account manager promises? Or are they just trying to score on their product adoption KPIs?

After they shifted to automated bidding, some PPC account managers were shocked by significant budget increases or outrageous CPC prices when they forgot…