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 extending that when there was enough conversion data to use “enhanced CPC” bidding.
But today, we design all of our clients’ campaigns with automated bidding as the planned outcome, once the campaign has run long enough to generate a conversion history (usually 2 to 6 weeks).