Summary
Marketers often miss opportunities by reacting to past performance and short-term goals. For example, a mortgage lender bidding on high-performing queries like 'mortgage' may miss leads from less obvious queries like 'how to buy a home'. Google announces Smart Bidding Exploration, its biggest bidding update in over a decade, which uses flexible ROAS targets to bid on a wider range of unique categories.
This allows Google AI to find new qualified leads. Campaigns using it see an average 18% increase in unique search query categories with conversions and a 19% increase in conversions.
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