Strolling down memory lane, I think back to the good old days of digital marketing. Days filled with Excel spreadsheets, data analysis, and meticulous manual targeting. From sunrise to sunset, we crunched massive amounts of data, determining the most appropriate CPC (Cost Per Click) bids, and unraveled the mysterious science of driving conversions. The hustle was real, but the gratification of boosting sales at a lower CPA (Cost Per Acquisition) was unparalleled. The only taste of automation we had back then was the simple, yet efficient Bulk upload editor.  With the advent of machine learning and artificial intelligence, the digital marketing landscape is transforming at a staggering pace. The hands-on, granular control we used to have been gradually shifting towards automation and AI (Artificial Intelligence). And as we stand on this precipice of change, it’s essential to assess when to embrace automated bidding and when to stick with the old faithful – manual bidding. When is Automated Bidding Right for you? My experience has shown that automated bidding can be your best ally when it’s used persistently and prudently. It’s not a set-it-and-forget-it tool, but rather a dynamic aide that requires fine-tuning and constant monitoring. When we tested Google’s Smart Bidding on our client accounts, we witnessed a significant improvement in performance. It felt like unearthing a hidden treasure in the quest for conversions. AI was our knight in shining armor, consistently delivering enhanced campaign results.  However, there’s a caveat. Just recently, I ran a Click to Messenger Ad on Facebook with the objective of attracting business inquiries. The outcome was baffling. My inbox was flooded with messages from unqualified leads, majorly the elderly from remote provinces in the Philippines. I figured that the audiences had a high propensity to click on messages (not to talk to an agency) but were not potential clients for a digital marketing agency. That experience was a stark reminder that machine learning, while efficient, is not always effective, especially if you lack data. So, when is automated bidding should be used on Google ads and Facebook ads? Ample Conversion Data: Automated bidding works best when it has a large pool of conversion data to learn from. This allows the algorithms to better understand the trends and patterns associated with successful conversions. If your Google Ads or Facebook Ads campaigns have been regularly accumulating significant conversions (recommended at least 30-50 conversions in the past 30 days for Google Ads and at least 50 conversions per week for Facebook’s Conversion Optimization), then automated bidding can be highly effective.    Time Constraints: When you are pressed for time and can’t afford to constantly monitor and adjust your bids, automated bidding comes to the rescue. It shoulders the responsibility of real-time bid management, freeing you to focus on strategic tasks like developing compelling ad copy, refining your targeting, and strategizing your campaign.    Driving Conversions: If your main aim is to ramp up conversions or maximize conversion value within a specified budget, automated bidding strategies can serve you well. Facebook’s “Cost Cap” and “Bid Cap” strategies and Google’s “Maximize Conversions” or “Target ROAS (return on ad spend)” strategies leverage extensive data and machine learning to predict which ad placements are likely to result in conversions or high conversion value.    Venturing Into New Territories: Whether you’re experimenting with new keywords, breaking into new markets, or targeting new audiences, automated bidding can fast-track your data collection. It allows you to experiment with diverse bid amounts efficiently, thereby expediting the learning phase of your campaigns.    Managing Complex Campaigns: If your campaign management involves multiple keywords, a myriad of ad groups, or complex targeting configurations, automated bidding can significantly simplify your task. Machine learning algorithms can adjust bids at the granular level of individual keywords or targeting settings—a feat that would be overwhelmingly time-consuming if done manually.  When should you do manual bidding? There’s no one-size-fits-all answer to this question. However, instances when automated bidding falls short provide a compelling argument for manual bidding. Take my recent tryst with Google Ads, for instance. We were receiving many unqualified leads, such as job applicants and suppliers. While these leads might have used the right keywords, they weren’t the conversions we were aiming for. But the algorithm was registering them as such and chasing these clicks, causing our budget to dwindle. In such scenarios, manual bidding offers a level of control that automated systems sometimes lack. For me, marketers should opt-in for manual bidding during these scenarios: Always-on Campaigns: Have you identified those money keywords or specific audiences that consistently drive profitable engagement to your campaigns? These are your money keywords or audiences – the ‘always-on’ and brand keywords that you need to maintain a firm grip on. In these cases, manual bidding gives you the reins to control ad positions effectively. This approach allows you to assert your dominance, ensuring that your brand remains at the forefront of relevant search results.    Data Acquisition Phases: Machine learning, for all its brilliance, is only as effective as the data it must work with. If your data pool is lacking in quality, your conversions will reflect this inadequacy. As the saying goes, “garbage in, garbage out.” Here, manual bidding comes to the rescue. It allows you to actively steer your campaigns towards acquiring the right kind of data, giving machine learning the correct base to enhance both the efficiency and effectiveness of your campaigns.    Data Reset: There will be moments when you realize that your automated bidding strategy hasn’t been working as expected. It has been chasing the wrong leads or inflating your costs. Contrary to widespread belief, this is not the end of the world. These moments of error provide opportunities for learning and growth. Switching to manual bidding in such instances lets you reset the data, offering a fresh start. You can recalibrate your campaigns, hone your targeting, and reestablish the path to achieving your desired outcomes.  Making Manual and Automated Bidding Strategy Work Together Choosing between manual and