Google has released a suite of bidding strategies for Shopping campaigns. These will enable you to go beyond manual max CPC bidding to deliver specific bids for each auction, tailored to people’s context.
The New Bidding Strategies Include:
Maximize Clicks – Capture as much traffic as possible within your budget.
Enhanced CPC – Manage your own bids or use a third-party bidding platform
Target ROAS (beta) – Don’t want to manage your bids manually and are revenue-driven.
For more information, see the AdWords blog.