Google Introduces Smart Bidding Exploration Feature
▼ Summary
– Google announced Smart Bidding Exploration at Google Marketing Live 2025, aiming to help advertisers reach more conversions by targeting overlooked search queries.
– The update introduces flexible ROAS targets, allowing advertisers to expand beyond high-intent searches to exploratory ones like “how to buy a home.”
– Smart Bidding Exploration uses AI-powered tools to identify high-performing searches from new, unique categories, building on existing features like AI Max.
– Google’s internal data shows the tool increased unique converting search query categories by 18% and total conversions by 19% in a one-month test period.
– This update reflects Google’s broader shift toward AI-driven campaign management, reducing reliance on traditional keyword strategies.
Google’s latest Smart Bidding Exploration feature empowers advertisers to uncover hidden conversion opportunities through AI-driven search query analysis. Unveiled at Google Marketing Live 2025, this innovation helps campaigns reach broader audiences while maintaining performance goals.
The update introduces two significant improvements. First, flexible ROAS targets allow advertisers to expand beyond high-intent keywords. Mortgage lenders, for example, can now effectively target informational searches like “how to buy a home” alongside transactional terms like “mortgage rates.” Second, enhanced AI capabilities build on existing tools like AI Max to identify high-performing queries from previously untapped categories.
Traditional ROAS-focused bidding often misses valuable opportunities by focusing too narrowly on bottom-funnel searches. Google’s solution addresses this gap by analyzing a wider range of query types while still protecting advertiser performance targets. Early testing shows promising results, with internal Google data revealing an 18% increase in converting search categories and 19% more total conversions during March-April 2025 trials.
This development reflects Google’s broader strategy of integrating AI deeper into campaign management. Rather than relying solely on manual keyword strategies, advertisers can now leverage machine learning to discover new high-potential queries automatically. The system particularly excels at identifying early-stage customer intent that might otherwise go untapped.
As digital advertising continues evolving toward automation, tools like Smart Bidding Exploration demonstrate how platforms are balancing advertiser control with AI-powered discovery. The feature requires minimal setup, allowing marketers to expand their reach without restructuring existing campaigns. Industry observers anticipate similar innovations will emerge as platforms develop more sophisticated ways to merge human strategy with machine learning capabilities.
(Source: Search Engine Land)
