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Search Ads 360 question: what is Auction Time Bidding?
Posted by on January 25, 2026 at 2:47 amI’m learning about Auction Time Bidding, supposedly a “key benefit” of SA360, and I feel like I’m either missing something or going crazy…doesn’t Google Ads Smart Bidding also optimize in real time, ie “auction time”? Is there any benefit to using SA360 auction time or intraday bidding that I’m not already getting via Smart Bidding on Google Ads?
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1 Reply
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All automated bidding strategies are “auction time bidding”. It’s a key benefit of choosing an automated strategy rather than an manual bidding strategy, not specific to SA360
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That confusion is reasonable. The wording makes it sound like SA360 is doing something fundamentally different, when in practice “auction time” can mean a few very different things depending on scope and control layer.
Before getting into value, are you looking at this from a single-engine Google Ads setup, or a multi-engine / portfolio bidding use case where SA360 would actually sit above multiple platforms?
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