While Google Ads is user friendly, gaining full value from the tool demands a high level of familiarity and technical ability in PPC management. There are a number of strategies that new users may not have encountered before. Some of the most important to understand include: Smart bidding: This is an automated bid strategy that uses machine learning to bid in a way that maximises either the number or value of conversions from your PPC campaign audience. Target CPA: Target cost-per-action (CPA) is a smart bidding strategy designed to get you as many conversions as possible based on the average cost that you’re happy to pay for each. Target ROAS: Target return on ad spend (ROAS) is a smart bidding strategy that adjusts your bid in-line with a prediction on the value of the conversion, in order to maximise your return on each. Enhanced bidding: Enhanced cost-per-click (CPC) bidding is a PPC strategy that combines manual bidding with one of the smart bidding strategies mentioned above. When measuring PPC management success, one important metric to consider is Impression Share (IS). This is the percentage of impressions that your PPC ads receive compared to the total number of impressions that your PPC ads could receive. It is an easy way to measure whether your ads could reach more eyes if you increase your spend.