Smart Bidding after August 17: practitioner perspectives
Anu Adegbola brings together Reva Minkoff and Craig Graham’s answers to PPC Live community questions about budget-constrained Smart Bidding. The discussion explores how practitioners assess efficiency targets and investigate a change in results before reacting. It is useful when reviewing configured targets against delivered CPA or ROAS, alongside conversion lag, seasonality and account history. Read the different perspectives as diagnostic prompts for your own campaigns. These are practitioner observations, and the appropriate response still depends on the campaign objective and the business behind it.
PPC Live · Published
Why make time for it?
The value is in the different diagnostic perspectives: setting an intentional efficiency target and checking whether a platform change actually explains an account’s results.
What to look for
- Compare configured targets with delivered CPA or ROAS before making changes.
- Review account change history, conversion lag and seasonal comparisons before attributing a result to Google.
Keep in mind
These are practitioner observations, not a controlled study. The source was updated after its original September 9 publication. Its advice needs to be applied to the campaign’s objective and business economics.
Take this question into the article
What changed in the account before performance moved, and what comparison would test your explanation?
The people behind the article
Explore their work and recorded contributions on PMC.
Authorship points are shared between coauthors. Experts receive credit for substantive contributions, not mentions. One work earns one award per person, including when it appears elsewhere on PMC. How recognition works
Read the full argument.
Continue to PPC Live for the complete article and supporting material.
Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.