The Search Engine Blog

Google has announced, with little fanfare, a new bidding feature called Preferred Bidding. This allows you to specify an average bid instead of a maximum bid. This means your bid could go over the amount you’ve requested as well as below, but your average will always be the amount you’ve stated.

Interpretation: Give Google control over your bidding and let them hold your wallet. People who have done this for a while remember Yahoo!’s failed attempt at this. Can Google do better? Did anyone really ask for this feature? It seems to benefit Google more than users. Time will tell.

AdWords Announces Preferred Bidding Feature