Google’s Smart Bidding Exploration Gets an Upgrade, Now Targets Untapped Search Queries for Advertisers
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On May 21, 2025, Google introduced Smart Bidding Exploration, marking its most significant update to ad bidding in over a decade.
This feature allows advertisers to adjust their return on ad spend (ROAS) targets, enabling bids on less obvious yet potentially valuable search queries. For instance, a mortgage lender traditionally targeting “home loan” can now also bid on queries like “how to buy a home,” capturing leads that might have been missed previously.
Also read: Google’s Android XR Brings Gemini AI to Smart Glasses and Headsets
Smart Bidding Exploration builds upon existing tools like AI Max for Search campaigns, which ensure eligibility for intent-driven searches. By expanding the range of search categories within a campaign, advertisers can tap into new conversion opportunities without altering their current targeting strategies.
According to Google’s internal data from March 11 to April 11, 2025, campaigns utilizing Smart Bidding Exploration experienced an average 18% increase in unique search query categories with conversions and a 19% rise in overall conversions. This update is now available globally in open beta, offering advertisers a chance to enhance their campaign performance by exploring previously untapped search queries.
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