Enhanced automation

Enhanced automation helps you improve your campaign performance by using Google’s artificial intelligence (AI) technology to learn from aggregated click, conversion, and impression signals to predict the optimal bid for each impression.

You can use Enhanced automation to:

• Optimize campaign performance: Accessing advanced optimization models powered by Google’s AI can help make optimal bids to help improve campaign performance.
• Fill signal gaps: Enhanced automation can help fill signal gaps when third-party cookie signals aren’t available.

You can control which specific advertisers use Enhanced automation. You can turn on Enhanced automation for the whole partner, select advertisers or select insertion orders

Topics in this article

• How Enhanced automation works
• Use Enhanced automation
  • Prerequisites
  • Select advertisers to participate
  • (Optional) Test the performance of Enhanced automation
  • Turn off Enhanced automation
• Limitations

How Enhanced automation works

Enhanced automation consists of advanced prediction models that train using aggregated and anonymized data from participating advertisers. The AI-powered models use this aggregated data set to learn and optimize each impression to improve performance with solutions like automated bidding, particularly when other signals, such as third-party cookies, aren't available.

Enhanced automation maintains data and privacy compliance by anonymizing and aggregating click, conversion, and impression data to only be used by the automation algorithms. Your unaggregated data (including any identifiable information) remains private and is not shared with other advertisers. You can control which specific advertisers are opted into Enhanced automation and opt into Enhanced automation at the partner, advertiser, and insertion order level.

Use Enhanced automation

You can turn on Enhanced automation from the:

• Partner level: Turning on Enhanced automation at the partner level lets you select which advertisers you want to opt into Enhanced automation.
• Insertion order at the advertiser level: Turning on Enhanced automation at the insertion order level lets you test the performance of Enhanced automation by setting up individual insertion orders for A/B experiments.

Prerequisites

You’ll need to have the following access requirements:

You must accept the terms and conditions before you can use Enhanced automation:

1. Navigate to the partner level.
2. Go to Partner settings Advertiser configurations.
3. Under Enhanced automation settings: Select the check box to Enable Enhanced Automation.

Read the terms and agreement, then select Accept. If you don’t agree with the terms and conditions, you can choose to opt-out of Enhanced automation by selecting Cancel.

Select advertisers to participate in Enhanced automation

You can select advertisers to participate in Enhanced automation at the partner level:

1. Navigate to the Partner level.
2. Go to Partner settings Advertiser configurations.
3. Under Enhanced automation settings: Select Enable Enhanced Automation.
4. Read the terms and agreement, then select Accept.
5. You can Select advertisers to choose the advertisers you want to participate in Enhanced automation. You can:
   • Choose to Enable all advertisers or
   • Select individual advertisers to participate in Enhanced automation.
6. Choose Save when done.

(Optional) Test the performance of Enhanced automation

You can test the performance of Enhanced automation by setting up an A/B experiment to compare two identical insertion orders:

• You can turn on Enhanced automation in one insertion order and
• Keep one insertion order as the control with Enhanced automation turned off

You’ll be able to evaluate how Enhanced automation improves bidding models with limited signals for clicks and conversions based on bidding strategies. Learn more about testing ads with experiments.

In order to set up insertion orders for an A/B test, you will need to turn on Enhanced Automation for individual insertion orders. First, accept the terms and conditions agreement as outlined above, then follow the steps below.

1. Navigate to the advertiser of the individual insertion order.
2. In the “Insertion orders” tab, select the insertion order you want to activate Enhanced automation for.
3. Select the Insertion order details tab.
4. In the “Objective” section, check the box to turn on EA for the insertion order.
5. Click Save.

Turn off Enhanced automation

You can choose to turn off Enhanced automation at any time. Data collection stops once you turn off Enhanced automation at the partner, advertiser, or insertion order level.

Limitations

• Enhanced automation isn't available for custom bidding or YouTube.