What’s a best practice for an eCommerce client using Smart Bidding?

The correct answer is to use business data like profit margin to optimize for profit. Smart Bidding performs best when it has access to robust data that aligns with business objectives. Optimizing for profit directly impacts the bottom line, which is often more valuable than simply optimizing for revenue. Starting with manual bidding first is unnecessary; Smart Bidding can learn effectively from historical data and real-time performance. While lead generation is important, for an eCommerce client, the ultimate goal is often profitable sales, not just leads. Disregarding first-person data is a missed opportunity, as combining machine learning with unique business insights leads to superior performance.