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. Automated bidding is
PPC Bidding Strategies
Three years ago, we managed the majority of our campaigns using different types of manual bidding; sometimes “enhanced CPC” bidding.
Automated bidding requires more traffic volume to function at it’s peak potential so our campaign architectures have changed.