Definition Google Ads offers three main categories: manual CPC, Smart Bidding, and CPM-based strategies for Display. Smart Bidding includes Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value.
How it works In manual CPC, the user sets the bid value; the system only enters the auction. In Smart Bidding, Google machine learning evaluates user signals, device, location, time, and historical behavior to set the bid per auction. Smart Bidding requires a minimum of 30 conversions per 30 days. Strategy changes trigger a 1-2 week learning phase.
Where you see it in Scope Trends **Ad Command Center** > **Bid Strategy** shows strategy and targets per campaign. The **Strategy Recommendation Agent** suggests new strategies based on campaign maturity.
Frequently asked questions **Is manual CPC still used?** Yes for low-volume or highly customized campaigns. It is the starting point when data is insufficient for Smart Bidding.
**How often can the strategy change?** Frequent changes reset the learning phase. Performance Max strategy reviews every 4-6 weeks.