Apply and report on AdWords bid strategies

About AdWords bid strategies in DoubleClick Search

If you use AdWord bid strategies instead of DoubleClick Search bid strategies in your AdWords accounts, you can apply and manage the following types of AdWords bid strategies from DoubleClick Search:

  • ECPC bidding
  • Standard bid strategies
  • Portfolio bid strategies

AdWords enhanced cost-per-click (ECPC) bidding

If you’ve set up AdWords conversion trackers and you want help with adjusting your bids to achieve more conversions, you can use an AdWords automated bid adjustment feature called Enhanced cost-per-click (ECPC) and certain automated bidding strategies to aid you with achieving more clicks or conversions with your search and Shopping campaigns.

Enhanced CPC scans the ad auction landscape at auction time and automatically adjusts bids up or down as it determines whether a click is more or less likely to lead to a conversion. The ECPC feature can be turned on in individual campaigns where you manually set bids and it can be used to enhance other types of AdWords click-focused, automated bid strategies such as Maximize Clicks. Learn more about Enhanced CPC in AdWords Help.

AdWords standard bid strategies

AdWords includes several types of standard automated bid strategies but only the Maximize Clicks, Target CPA, and Target ROAS standard bid strategies can be applied in DoubleClick Search.

Maximize Clicks

The Maximize Clicks bid strategy automatically sets bids to achieve as many clicks as possible within a specified campaign budget. With the Maximize Clicks bid strategy, you can optionally set a maximum cost-per-click amount that you’re willing to pay for each click and enable the Enhanced CPC feature.

If you use Enhanced CPC with Maximize Clicks, the CPC may occasionally exceed to amount that you specify.

Learn more about the Maximize Clicks bid strategy in AdWords Help.

Target CPA

A Target CPA bid strategy sets bids to achieve as many conversions as possible at or within range of the target cost-per-acquisition (CPA) you set. 

Learn more about the Target CPA bid strategy in AdWords Help.

Target ROAS

Target ROAS lets you bid based on a target return on ad spend (ROAS). This AdWords Smart bid strategy helps you get more conversion value or revenue at the target return-on-ad-spend (ROAS) you set. Your bids are automatically optimized at auction-time, allowing you to tailor bids for each auction.

Learn more about the Target ROAS bid strategy in AdWords Help.

AdWords portfolio bid strategies

Similar to creating DS bid strategies, in AdWords you can create a portfolio bid strategy to automatically optimize bids for your performance goals. Then you can apply the strategy to multiple campaigns.

After you create a portfolio bid strategy in AdWords and sync the change into DS, you apply the bid strategy and report on performance in DS.

AdWords bid strategies or DS bid strategies

AdWords bid strategies should not be used in combination with a DS bid strategy. That is, either an AdWords bid strategy or a DS bid strategy should be in effect, but not both.

Which system will work best for you? The best way to find out is to compare performance of the two systems. Keep in mind that many AdWords bid strategies only work with AdWords campaigns that use AdWords conversion trackers. You can create DS bid strategies and apply them across an account to groups of AdWords, Bing Ads, and other types of campaigns. In addition, you can use DS bid strategies to optimize bids for product groups and product targets as well as keywords.

Apply bid strategies only from DS to prevent errors

DS doesn't prevent you from having both a DS bid strategy and an AdWords bid strategy in effect for a campaign, ad group, or keyword. AdWords isn't aware of DS bid strategies, so you could apply a DS bid strategy in DS and then sign in to AdWords and apply an AdWords bid strategy to the same campaign. You can also apply an AdWords bid strategy in DS even if a DS bid strategy is already applied. 

At this point, you'll have two separate bid strategies in effect. DS will detect that the campaign, ad group, or keyword is also managed by the AdWords bid strategy and display a warning message. Because the different types of bid strategies manage bids independently, you are likely to see unexpected, and unpredictable results.

To avoid this situation, we recommend that you only apply one type of bid strategy.

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