Engine bid strategy name column

AdWords portfolio and standard bid strategies

Displays the AdWords bid strategy that's applied to an AdWords campaign or ad group.

On the Campaigns tab, this column displays one of the following values:

  • If a portfolio bid strategy is applied, the column displays the name you specified when you created the bid strategy in AdWords.
  • If a standard bid strategy is applied, the column displays the bid strategy's type and target amount in parenthesis. See the following table for details:
    AdWords standard bid strategy type Value shown in Engine bid strategy name column
    Manual bidding with ECPC turned off (manual)
    Manual bidding with ECPC turned on (manual; Enhanced CPC)
    Maximize clicks (Maximize Clicks; amount of maximum CPC)
    Target CPA (Target CPA;  amount of target CPA)
    Target ROAS (Target ROAS;  targeted ROAS percent)

 

On the Ad groups tab, this column displays one of the following values:

  • If a portfolio bid strategy is applied to the parent campaign, the column displays the name you specified when you created the bid strategy in AdWords.
  • If a standard bid strategy is applied to the parent campaign, the column displays one of the following values:
    • (inherited): The ad group is inheriting the campaign's bid strategy with no overrides.
    • (Target CPA;  amount of target CPA) or (Target ROAS;  targeted ROAS percent):  The campaign's bid strategy is Target CPA or Target ROAS, and the ad group is overriding the target amount.

Add this column to a report

  1. Navigate to an AdWords engine account.
  2. Click the Campaigns or Ad groups tab.
  3. If the column isn't already in the reporting table:

    1. Click the Columns button above the performance summary graph.

    2. In the Search for columns box, type the column name.

    3. Click + to add the column to the Selected columns list.

    4. Optional. Drag the column where you want it in the list.

    5. Click Apply.
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