When to use Parallel Campaigns

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A bid strategy finds traffic based on the algorithm so, if you are using different bid strategies, you will have multiple algorithms looking for traffic. This expands the potential audience which means you can drop the bid amount and spend less budget.

Parallel campaigns typically work well in the following circumstances:

tROAS + tCPA+ Max Clicks
tCPA + manual bidding
Low hanging fruit strategy – With this strategy, you chinese overseas australia data have an existing campaign then you add a manual bidding strategy with very restrictive bids, just to see what you can pick up.
Manual Bidding and Learning Mode
When to use manual bidding:

For brand and high search performance SKAGs > high bids, clean searches.
You have small volume campaigns or campaigns that are struggling to get traffic.
You need a strategy that addresses a specific goal that Smart Bidding can’t handle.
When making changes to your campaigns, it’s important to consider the effect they have on the Smart Bidding algorithm. Smart Bidding uses learning mode to work out audience behavior and when you make changes to your account, you can throw it back into learning mode as it tries to adapt to these changes.

When Google is in learning mode, Smart Bidding can be a bit erratic both in terms of performance and spending so you may need to wait a while after implementing big changes until things settle down. In addition, you might have new or different search terms being triggered against your keywords.