will increase, as will the risk of lower performance due to inconsistent coverage in extensions, keywords, and everything else. While all of these drawbacks can be overcome with extra diligence and hours of work, the real question is: will the work you add outweigh the theoretical performance benefits? Use AdWords Smart Bidding (formerly known as Autobidding) Speaking of efficient use of time, I think now is a great time to ask yourself if you could completely change your approach to bidding. AdWords Smart Bidding (AdWords'
automatic bidding options at auction time) examines the device, along with a host of other factors, directly at the time of each bid. This saves you a lot of time and, more importantly, it can help you improve performance by setting bids that better match the user's fax number list context in each auction. I know some of you tried automated bidding years ago with not so good results and have stayed clear ever since. If you are one of those skeptics, take this opportunity to give automatic auctions another shot. We've improved our
bidding algorithms over the years, adding new contextual signals and increasing the accuracy of our models to help you get more conversions within your performance goals. And here's the best part about it: Drafts and Experiments give you the ability to run pure A/B testing so the numbers can speak. Here is a guide to setting up such a test. What's especially interesting: When we announced Smart Bidding, we also