Machine Learning Bidding
Machine learning simply takes many signals available through all of Google’s media properties and predicts who is more likely to convert, where they are more likely to convert, when and on what device.
For retail we will start with Enhanced CPC. This is a manual bidding strategy that increases or decreases bids based on the statistical probability of a conversion.
When enough data has been collected we move to full automated predictive bidding machine learning strategy. This would either be Target CPA or Target ROAS (depending on the advertiser's goal).