Machine learning is slowly transforming PPC
When a sufficient level of conversion volume has been attained in a campaign, we’ll begin to move it onto optimized automated bidding control.
Bid automation puts the PPC platform’s machine learning intelligence at least partially in control of your bidding. Your campaign will begin to bid differently at each auction, based upon the mathematical probabilities (calculated from metadata) of pulling a conversion, and the estimated value of that conversion.
We cover machine learning in a blog series on this site.