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Going head to head with Google Smart Bidding: The good, the bad and the weird

April 11, 2019 / Andreas Reiffen

Google Smart Bidding, the search giant’s machine learning bidding strategy, has ruffled more than a few feathers in the industry. And for good reason. It commands thousands of real-time bidding signals at its (virtual) fingertips. It can analyze 70 million signals in 100 milliseconds. For retailers casting longing glances at its results so far, things look tempting. Especially its Target ROAS (tROAS) approach. After all, if you’re merely seeking better return on ad spend, why do you need to put together a complex search solution? Why hire expensively paid search managers, bid technologies and agency services when you can hand your budgets off to Google and let them do their magic? Well, as with all things that seem too good to be true, the right approach to working with Smart Bidding is much more complex.