Bidding complexities continues to rise. In 2019, about 80% of digital marketers spent time on manual tasks like bidding, while only 20% is spent on strategy, according to Emilia Lingwood, citing Google data. So, in a blog post, she details four main Google Ads Smart Bidding strategies designed to maximize conversions and one to maximize traffic. She explains how marketers can apply each and highlight the benefits as well as the potential pitfalls. Each describe a goal, benefit, condition and warning.