While managing a successful Google Ads campaign, why would you choose automated bidding instead of manual bidding? Because cross-referencing data with context to establish intent and set the appropriate bid is a more simple, direct task. Because bid automation is a standard capability in the market that allows a lesser degree of precision, based on the conversion opportunity of each auction. Because given the dynamic nature of Google's auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding. Because users' intent and their likelihood to complete valuable actions for your business hardly vary based on location, time, or device.

Because given the dynamic nature of Google's auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Explanation:

Above all, the adequate strategy depends on your company's marketing goals. Therefore, it is wise to always take into consideration that first. When manually bidding the auctions, it is important to understand the downside of doing so. The actual bids can vary depending on each situation.

For example, you have determined that a specific keyword is of extreme value for your business, so you set a high manual bid for it. But, what happens when it doesn't get searched for a while or simply gets dominated by a group of complimentary keywords? That is exactly why automated bidding gets more convenient and simple.