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Advertisers that participated in the beta version observed a lift of 15% to 30% on an average at the same or better ROI.

Google Search Ads 360 has rolled out auction-time bidding for Google search campaigns. The tech company said that activating this bidding process can help brands enhance their performance while bidding on Google Search.

This machine learning-driven process analyses advertisers’ account history along with conversions registered by Google Marketing Platform’s conversion tracking system and other signals. It uses this data to predict when a conversion is likely to occur from an ad click.

This piece states that the auction-time bidding is available for Google Search campaigns and in open beta form for Google Shopping campaigns. The company also said that this Smart Bidding system would learn data for at least a week before setting auction-time bids.

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