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Google has released a Search Ads Automation Guide that shares some best practices on how to use automation to reach customers
Best practice 1: use a broad match keyword strategy. Historically advertisers that used broad match keywords found wasted ad spend and irrelevant clicks. But Google states “Broad match keywords work best with Smart Bidding because it ensures you only bid on searches that are expected to perform for you.”
Best practice 2: using smart bidding strategies. Google says that evolutions in automation and machine learning will allow us to simplify how we setup and manage campaigns.
Best practice 3: use responsive search ads. Google advises to “use multiple headlines and descriptions to automatically build and serve relevant ads for every query based on auction-time signals.” You maintain control of your ads by creating multiple headlines and descriptions, and allowing Google to show the most relevant combination to your audience.
