When is it MOST appropriate to use a manual bidding strategy?

It is MOST appropriate to use a manual bidding strategy when you have a deep understanding of your target audience, keyword performance, and competitive landscape, AND you want maximum control over your bids. Manual bidding is best suited for situations where you have specific profit margin goals for each individual keyword, or when the account has limited conversion data making automated bidding strategies less effective. Also, manual bidding is often preferred when launching a new campaign where there is not enough data for algorithms to optimize. This allows you to gain insights and data on keyword performance before handing over bid management to an automated system. For example, if you know that certain keywords consistently generate high-value conversions, and you want to ensure your ads always show for those keywords, you might choose to manually set high bids for them. In these scenarios, direct control and oversight are more beneficial than algorithmic optimization.