Get more from Smart Bidding with new improvements

November 17, 2020

Smart Bidding helps you improve performance by optimizing your bids in real time. To make it even easier for you to achieve your goals, we’re rolling out several new features to help you manage campaigns using Smart Bidding.

Predict performance with updates to Target CPA, Target ROAS, and budget simulators

Simulators can help you understand how Target CPA, Target ROAS, and budget changes may impact performance. To date, these calculations have been based on the last 7 days of campaign data. This meant that simulators showed what would have happened in the past, but not necessarily the future. Now, you’ll be able to forecast performance in Search campaigns. By choosing a date range up to 90 days in the future, simulators will incorporate seasonality to better predict how your performance might change after budget or target changes.

Screenshot of Campaign Target CPA Simulator

Get more insights with reporting improvements

Recommendations are now available in the bid strategy report to help you improve your Smart Bidding campaigns. To start, this will surface new keyword or budget opportunities to help you drive more volume in your campaigns while meeting your goals. Additional recommendations will be added in the future.

And to provide more transparency into Smart Bidding performance, four features from the bid strategy report are now available elsewhere in Google Ads:

  • You can now see your average target CPA and average target ROAS in the campaigns tab. This will help you see what target Smart Bidding is optimizing towards by factoring in device bid adjustments, ad group CPA and ROAS targets, and changes to your overall CPA and ROAS targets over time. These are now available for Search and Shopping campaigns and will soon be available for App campaigns.
  • You can now hover over the conversions in the campaigns tab for Search campaigns to see how many days are left for conversions to be reported for a particular time period. This helps you anticipate actual performance once adjusting for conversion delay. If a campaign has enough available data, you’ll also see an estimate of how many conversions are expected to come in over time. 

Screenshot showing expected conversions for the date range

  • Top signals will now appear in the Overview page for Search campaigns using Target CPA and Maximize conversions. This makes it easy for you to understand key factors that Smart Bidding is using to help drive performance.
  • You can now edit names, CPA targets, ROAS targets, and Impression Share targets for portfolio bid strategies directly from within the Shared library.

Check out our updated best practices guide for more details on how to maximize Smart Bidding performance.

Posted by Neera Thavornvanit, Product Manager, Google Ads

 

In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.

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