What is Google Ads Smart Bidding Exploration?
Smart Bidding Exploration is an optional feature powered by Google’s AI that adds more flexibility to your existing Target ROAS bidding strategy. Instead of just sticking to the safest, most predictable searches, it gives your campaigns permission to go after queries that might not have been captured before.
Think of it as a way of unlocking those “almost there” opportunities. These are search queries you’re already eligible for, but may not have been bidding on aggressively. With Exploration, Google’s AI can step in and place smarter, more opportunistic bids to help you win more auctions, which in turn can drive more conversions.
How Google Ads Smart Bidding Works in Search Campaigns
The feature doesn’t change your targeting. If you’re using Broad Match keywords, Dynamic Search Ads, or AI Max targeting in your bidding strategy, your ad campaigns will continue to work the same way. What Smart Bidding Exploration does is optimize within that pool of queries by being more flexible with how it meets your ROAS target
Advertisers can choose how much room they want to give the AI to “explore.” This is done by adjusting a tolerance setting on your Target ROAS. The more flexibility you allow, the more room Google’s bidding system has to go after new, high-potential queries.
For digital marketers, this is especially useful in competitive industries like retail, travel, finance, and automotive, where the difference between winning or losing a search auction can have a real impact on revenue.
Source: Generated by Sora
Best Practices for Using Smart Bidding Exploration
Like any new Google Ads feature, Smart Bidding Exploration works best when set up thoughtfully. Here are a few tips to keep in mind:
- Choose the right ad campaigns: Use existing Search campaigns with a strong performance history. Campaigns using broad targeting methods tend to see the most benefit.
- Allow testing time: Run controlled experiments before rolling this out widely. This helps you isolate its impact on performance. Google recommends at least 6 weeks to gather meaningful results.
- Be flexible with ROAS: Accept that short-term ROAS may dip slightly in exchange for more conversions and long-term growth.
- Avoid CPC bid limits: Exploration requires some flexibility to work effectively. Campaigns capped by budget may not be ideal candidates.
- Avoid over-controlling: Features like CPC bid limits can restrict the AI’s ability to explore, so it’s best to let the system work with fewer constraints.
The Bigger Picture: AI and the Future of Smart Bidding
Google has been steadily moving towards more automation in ads, and Smart Bidding Exploration is another step in that direction. For advertisers, this isn’t just about chasing a few extra clicks; it’s about aligning with how search is evolving.
As AI-driven bidding strategies become more sophisticated, marketers who adopt early will likely see the biggest advantages. By letting Google’s algorithms explore intelligently, you’re essentially future-proofing your campaigns. Instead of relying solely on manual adjustments or narrowly defined targets, you’re equipping your ad campaigns with the ability to adapt in real-time to changing search behaviour.
Why Businesses Should Care About Smart Bidding
The digital advertising market is increasingly competitive. Whether you’re a small local business, a national retailer, or a growing e-commerce brand, you’re likely facing rising costs per click and tighter competition in your industry.
Smart Bidding Exploration provides a new way to get more out of your existing ad campaigns without having to reinvent your bidding strategy. It’s about scaling smarter, unlocking conversions that might have been missed before, while still keeping your goals at the centre.
Source: Generated by Sora
Final Thoughts
Google is calling this the biggest leap in bidding technology in years, and it’s easy to see why.
For marketers, this isn’t just another incremental update. It’s a chance to rethink how we approach growth in Search. By letting Google AI explore beyond the obvious, we can uncover new conversion opportunities and scale smarter.
If you’re running Search campaigns with tROAS, now’s the time to test Smart Bidding Exploration. Set it up carefully, give it time to learn, and see how it can help you uncover new opportunities for growth. In a competitive market, those “just out of reach” conversions could make all the difference.
At TechWyse, we help businesses unlock the full potential of features like Smart Bidding Exploration, so you can capture more conversions without sacrificing ROAS. Let’s turn your campaigns into conversion machines. Call 866-208-3095 or contact us here to partner and start scaling smarter with Google Ads.
