Manage bid strategies in AdWords Editor

The following bid strategies are available in AdWords Editor. You can use bid strategies for new or existing campaigns in your account:

  • Target ROAS
  • Target CPA
  • Maximize conversions
  • Maximize clicks
  • Manual CPC
  • Manual CPM
  • Manual CPV

You can also apply any portfolio bid strategies to campaigns in your account. New portfolio bid strategies cannot be created in Editor.

View and edit bid strategies

To view the existing bid strategies in an account, refer to two columns on the Campaigns, Ad groups, and Keywords tabs: Bid strategy type and Bid strategy.

To edit the bid strategies for one or more items in an account, follow these steps:

  1. Select the Campaigns tab.
  2. Select one or more campaigns in the data view.
  3. In the edit panel, click the Edit link in the “Bid strategy” section.
  4. Select the bid strategy that you want to apply.
  5. Click OK.

Import bid strategies in bulk

To update multiple bid strategies using CSV import or the "Make multiple changes" tool for campaigns, ad groups, or keywords, include the "Bid strategy type" and "Bid strategy" columns in your list of items to add or update.

The following example shows campaign import with bid strategy information.

Campaign Bid Strategy Type Bid Strategy Name Enhanced CPC Target CPA Target ROAS Maximum CPC bid limit
Campaign using Manual CPC Manual CPC   Enabled      
Campaign using Manual CPM Manual CPM          
Campaign using Manual CPV Manual CPV          
Campaign using Maximize conversions Maximize conversions          
Campaign using Target CPA Target CPA     12.34    
Campaign using Target ROAS Target ROAS       12.34%  
Campaign using Maximize clicks Maximize clicks   Enabled     12.34
Campaign using a portfolio strategy   My portfolio strategy        

Here are a few notes about including bid strategies in imports:

  • To apply portfolio bid strategies, use the “Bid strategy Name” column. When this column has a value in it, AdWords Editor ignores the “Bid strategy type” column.
  • To use standard bid strategies, use the “Bid strategy type” column. For example, you can enter “Target CPA” to use a standard Target CPA bid strategy."
  • Portfolio bid strategies in the bid strategy column are case sensitive. For example, if your AdWords shared library includes a bid strategy called "My Bid Strategy," AdWords Editor doesn't recognize "my bid strategy" as the same strategy.
Within AdWords Editor, you can apply various bid strategy combinations for campaigns, ad groups, and keywords. However, AdWords only allows certain combinations. You'll see a warning message if you attempt to post a bid strategy that AdWords doesn't allow.
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