Google Ads Bidding: Is enhanced CPC really working?

In the last year, Google Ads has announced several changes to bidding models, specifically “smart bidding”, in an effort to automate bidding for advertisers. While typically one of the more time consuming aspects of account management, bidding is also one of the most important aspects. New bidding models and updates to existing models have been rolled out to accommodate a variety of advertiser goals, from a target CPA, a target ROAS, or driving quality traffic to the site. They are designed to put more control in to Google’s hands to allow advertisers to focus on other aspects of account management, but are these bid strategies always worth it?

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