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About bid strategy statuses

Your bid strategy status tells you whether your automated bid strategies are active or not, and why they might be limited. When checking your campaign statistics, it’s helpful to review the status of your automated bid strategies to make sure that they’re running as expected and help you resolve any issues, as needed. This article describes what each bid strategy status means.

Before you start

If you’re not using any automated bid strategies, read About automated bidding to see if any of them are right for you. If you don’t know where to find your bid strategy status, learn how to Find your bid strategy status.

Bid strategy statuses

Inactive

The bid strategy isn't active. Here are some reasons why a bid strategy might be inactive:

  • There are no campaigns, ad groups or keywords attached to this strategy.
  • All keywords or ads using this strategy have been paused.
  • A prepaid budget has been spent.

Not limited

The bid strategy is active.

Learning

After you make a change to your bid strategy, it takes time for AdWords to gather the performance data that it needs to optimise your bids. To see which of the following 6 reasons your bid strategy currently has a "Learning" status, hover over the speech bubble (Ad disapproval bubble) next to your bid strategy’s status.

New strategy

The bid strategy was recently created or reactivated. AdWords is now adjusting to optimise your bids.

Budget change

The budget was recently changed. AdWords is now adjusting to optimise your bids. This status applies to the "maximise clicks" strategy only.

Setting change

A setting for the bid strategy was changed. AdWords is now adjusting to optimise your bids.

Conversion setting change

You’ve recently set up conversion tracking or changed your conversion bid metric.

Conversion action setting change

You’ve recently added or removed a conversion action related to one of your bid strategies, changed the "Include in ‘Conversions'" setting, or changed your conversion “Count" setting.

Composition change

Campaigns, ad groups, or keywords have been added to or removed from the bid strategy. AdWords is now adjusting to optimise your bids.

Next steps

  • Wait for AdWords to learn your new strategy. Changing bid strategy settings may often prolong the learning period or prevent AdWords from accurately adjusting bids to meet your goals.
  • Key metrics may vary during this time, so you may not want to measure performance until the learning period is over.

Limited

Your bid strategy is limited by one of the following 5 factors. To see which factor is limiting your bid strategy, hover over the speech bubble (Ad disapproval bubble) next to your bid strategy’s status.

Bid limits

Maximum and/or minimum bid limits are being met by multiple keywords. As a result, your bids may not be fully optimised.

Next step

If your bid strategy is not performing as well as you'd like, then you may want to increase the maximum bid limit and/or decrease the minimum bid limit.

Not enough data

AdWords could optimise your bids more effectively with more conversion data.

Next steps

  • Make sure that conversion tracking and reporting is working properly. If you import offline conversions, make sure that you have imported your recent conversions into AdWords.
  • If conversion tracking is working properly, then you may be able to get more conversions by increasing traffic to the website associated with the strategy.

Find out how to increase traffic to your website.

Low priority spend

The target spend for this bid strategy cannot be met. The budgets associated with this strategy may be depleted by other bid strategies or manual keyword bids.

Next steps

  • Increase the budgets associated with this strategy or lower your target spend.
  • You can also remove your target spend entirely. AdWords will automatically adjust your spend to work with the remaining budget.

Find out how to avoid a depleted daily budget.

Budget-constrained

Many of the keywords using this strategy are limited by budget. As a result, AdWords may not be able to raise bids enough to meet your goals.

Next steps

  • Increase the budgets associated with this strategy.
  • You can also change the strategy settings to allow bids to be raised when budget is constrained. However, this is not recommended, as it can sometimes make the bid strategy less effective.

Find out how to avoid a depleted daily budget.

Low quality score

Many of the keywords associated with this bid strategy have a low quality score. As a result, your ads may not be displayed often enough to meet your goals.

Next steps

  • Remove low quality keywords associated with this strategy.
  • You can also change the strategy settings to allow bids to be raised for low-quality keywords. However, this is not recommended. Getting low-quality keywords to rank highly in an auction can be expensive, and you still might not meet your goals.

Misconfigured (conversion setting)

Automated, conversion-based bid strategies – Target cost per acquisition (CPA), Target return on ad spend (ROAS), Maximise Conversions or Enhanced cost per click (ECPC) – use your conversion history to optimise bids with precision on each and every auction. But if you don’t have the right conversion actions set up, it could impact the accuracy of your strategy’s automated bids, limiting your conversions.

Below are a few reasons why your conversion tracking settings might be limiting the performance of your bid strategies and what you can do to resolve each issue.

Select the AdWords experience that you're using. Learn more

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