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 at the partner, advertiser, and insertion order level

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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.

Shared data pool

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:

To be able to...	Minimum access required
Accept the terms and conditions	Read and write access at the partner level
Select advertisers to participate in enhanced automation	Read and write access at the partner level
Select insertion orders to participate in enhanced automation	Read and write access at the advertiser level

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

Navigate to the partner level.
Go to Partner settings Advertiser configurations.
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.

Note: By default, all advertisers are opted into enhanced automation once you accept the terms and agreement. Alternatively, you can use Select advertisers to choose advertisers you want to participate in enhanced automation.

Select advertisers to participate in enhanced automation

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

Navigate to the Partner level.
Go to Partner settings Advertiser configurations.
Under Enhanced automation Settings: Select Enable enhanced automation.
Read the terms and agreement, then select Accept.
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.
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.

Important: Enhanced automation takes time to train and optimize performance. Allow 2-4 weeks after turning on enhanced automation before assessing the performance results.

To be able to set up your insertion orders for an A/B test, make sure to turn on enhanced automation for individual insertion orders.

First, accept the the terms and agreement as outlined above, then make sure the advertiser to which the insertion order belongs to is not enabled for enhanced automation, as you'll want to enable only specific insertion orders rather than the whole advertiser. The steps that follow explain how to enable specific insertion orders for enhanced automation.

Go to the partner level.
Go to Partner settings Advertiser configurations.
Choose Select Advertisers.
Go to Campaign to choose the insertion order.
Select the Insertion order details tab.
Under Optimization, you can choose how you'd want to optimize. To be able to use enhanced automation you can either:
- Choose Automate bid & budget at the insertion order level, then choose Maximize conversions or Maximize clicks as your bid strategy.
- Choose Control bid and budget at the line item level.
Enable enhanced automation for the insertion order by selecting Help improve performance with enhanced automation.
Choose Save when done.

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.

Note: Conversion and click data collected before you turned off enhanced automation will remain anonymously shared for enhanced automation indefinitely.

Turn off enhanced automation for insertion orders

Navigate to the Insertion Order.
Under Optimization, within Help improve performance with the enhanced automation pool section: Deselect Turn on for this insertion order.
Choose Save when done.

Turn off enhanced automation for specific advertisers

Navigate to the Partner level.
Go to Partner settings Advertiser configurations.
Under Enhanced automation settings: Select Enabled advertisers.
De-select all the advertisers from the list.
Choose Save when done.

Turn off enhanced automation for all advertisers

If you want to stop sharing data from all advertisers without turning off enhanced automation at the partner level, consider excluding all advertisers from participating without removing your acceptance of the terms and conditions:

To exclude all advertisers from participating in enhanced automation:

Navigate to the Partner level.
Go to Partner settings Advertiser configurations.
Under Enhanced Automation Settings: Select enabled advertisers.
De-select all the advertisers from the list.
Choose Save when done.

Alternatively, you can remove your acceptance of the terms and conditions to turn off enhanced automation at the partner level.

Important: Removing your acceptance of the terms and conditions turns off the ability to run an A/B test for enhanced automation at the insertion level.

Consider excluding advertisers from participating while maintaining your acceptance of the terms and conditions if you want to test the performance of enhanced automation.

To remove your acceptance of the terms & conditions for enhanced automation:

Navigate to the Partner level.
Go to Partner settings Advertiser configurations.
Under Enhanced Automation Settings: De-select Make data available to Google LLC to improve automation performance.
Choose Save when done.

Limitations

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

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