However, it’s uncertain whether Google will provide detailed reports on this data, leaving some ambiguity around the transparency level of this tool’s insights as well.
What they’re saying. “Part of the issue with any of the AI-driven products is they optimize in the margins, but you’re optimizing against the same pools,” one anonymous ad buyer told Adweek. “You’ll hit a ceiling.”
How to use it: Advertisers can enable the feature directly in campaign settings for search campaigns using tROAS strategy.
Bottom line. For advertisers already using Smart Bidding and looking to scale their campaigns, Search Bidding Exploration offers a new way to expand reach — provided they have the budget to support it.
What to watch. How this tool performs in real-world conditions, whether Google will expand access beyond beta testing and whether Google intends on creating a solution alongside this one that will be targeted to those with limited budget.