How does Google Ads auction-time bidding differ from Search Ads 360 intraday bidding?

Google Ads auction-time bidding is distinct from Search Ads 360 intraday bidding because it optimizes bids in real time at the moment of each auction, while SA360 intraday bidding updates bids multiple times throughout the day.

• Google Ads adjusts bids once per day; SA360 adjusts hourly
• Google Ads auction-time bidding sets bids in real time per auction, while SA360 intraday bidding updates bids multiple times daily
• Google Ads uses Floodlight data while SA360 uses site tags
• Google Ads can’t access conversion data; SA360 can

Explanation:

The core difference is timing and granularity.
Google Ads auction-time bidding evaluates every single auction in real time, adjusting bids based on contextual signals like location, device, and time of day.
Search Ads 360’s intraday bidding, however, updates bids several times per day based on performance trends and forecasted outcomes.
While both optimize bidding, auction-time bidding is more precise per user interaction, and intraday is based on broader data trends.