The automated bidding strategy formulated by Google utilizes Machine Learning and analyzing the past performance history of campaigns, parameters that would affect campaign performance, and let alone save the User from manual work of setting and monitoring each and every parameter. The system effectively manages all of that and Users can focus on overall strategy improvement and not getting into the small details of it. So what are the benefits of the Automated Bidding Strategy? Well, that depends on the campaign goal to be achieved, whether it’s increasing site visibility, visits, getting more conversions, target returns on ad spend (ROAS), getting a higher conversion value while spending your budget. So, these strategies can be targeted by the User and the algorithm accordingly does the bidding for you. For using automated bidding, conversion tracking needs to be enabled, along with that Google also recommends advertisers to have at least 30 conversions in the past 30 days before utilizing Target CPA and at least 50 conversions for Target ROAS. If you are lacking in E-commerce customer conversions then automated bidding can be a handy tool to save time on advertising and effective conversions. But there are a few drawbacks concerning the use of automated bidding which includes having a flexible advertising budget to accompany optimizations done by Google, and also since automated bidding requires historic data to work, automated bidding for new firms would be difficult and not be the best strategy to implement. Even though bidding is automated, the user has to still monitor the campaigns and tune them according to the performance. Google Automated Bidding can be quite useful and would save time for calculating and setting the bidding amount for whichever goal you wish to target for your E-commerce platform.