Manual bidding puts *you* in control of setting the maximum price you’re willing to pay for each click on your online ads, while automated bidding uses artificial intelligence to optimise bids for you, aiming to achieve the best possible results within your budget.
- Manual CPC Bidding: You set a Cost-Per-Click (CPC) bid for each keyword, giving precise control.
- Automated Bidding Strategies: Current systems include ‘Maximise Clicks’, ‘Target CPA’ (Cost Per Acquisition), ‘Target ROAS’ (Return on Ad Spend), and ‘Maximise Conversion Value’.
- Smart Bidding: Google and Meta’s AI algorithms now features real-time auction adjustments based on millions of signals – device, location, time of day, remarketing lists, and more.
As of early 2026, Australian businesses are seeing increased success with automated bidding, particularly with the advancements in machine learning. However, compliance with the Australian Privacy Principles (APPs) is crucial when utilising data for personalised bidding; ensuring transparency and user consent is paramount. Platforms are increasingly integrating these requirements, but ongoing monitoring is essential. The competitive landscape in major Australian metro areas also means automated bidding is often necessary to compete effectively.
Understanding these nuances can be complex and time-consuming. Instead of grappling with these technical details, let our team at ROI.com.au take care of all this for you. Contact ROI Growth Agency today to discuss a tailored digital marketing strategy.
