Smart Bidding helps you reach your conversion and conversion value goals by using Google AI to set bids with real-time signals. Google is changing how bid strategies are organised for search campaigns to focus on two main performance goals:
- Conversions
- Conversion value
You’ll still be able to use Target CPA and Target ROAS as bid strategies. They'll simply be bundled with the Maximise conversions and Maximise conversion value bid strategies, respectively. This means that:
- Maximise conversions will have an optional target CPA
- Maximise conversion value will have an optional target ROAS
You’ll start seeing these optional fields in the next few months as you create new bid strategies. There will be no impact to bidding behaviour due to this update. Using the optional target CPA and target ROAS fields will optimise your performance the same way Target CPA and Target ROAS bid strategies do today.
| Performance goal | Current Bid Strategy | Updated Bid Strategy |
|---|---|---|
| Maximise conversions within a set budget | Maximise conversions | Maximise conversions
|
| Maximise conversions to a target CPA | Target CPA | |
| Maximise conversion value within a set budget | Maximise conversion value | Maximise conversion value
|
| Maximise conversion value to a target ROAS | Target ROAS |
Timeline
For any new Search campaigns that you’ve created over the last few months, you’ll already see the optional target fields for the new Maximise conversions or Maximise conversion value bid strategies.
However, any Search campaign which has been using Target CPA or Target ROAS over the last year, may still be named as 'Target CPA' or 'Target ROAS'. Starting in July, as part of this change, your existing Target CPA and Target ROAS strategies will be switched to these new fields automatically. Campaigns using a portfolio strategy will not be impacted by this change, and are expected to switch in 2023.
With an optional target, Smart Bidding is designed to optimise these goals the same way it would enhance Target CPA and Target ROAS. Maximise conversions with a set target CPA will behave like Target CPA strategy does today, and similarly, Maximise conversion value with a set target ROAS will behave like a Target ROAS strategy does today.
How it works
When you select Maximise conversions or Maximise conversion value bid strategies, you can choose to add an optional target CPA and target ROAS instead of creating standalone strategies for Search campaigns.
- Maximise conversions using a target CPA:
- Google Ads sets bids to help you get as many conversions as possible at the target cost-per-action (CPA) that you set.
- Some conversions may cost more or less than your target.
- This strategy will work as the Target CPA bid strategy does today.
- Maximise conversion value using a target ROAS:
- Google Ads sets bids to help you get as much conversion value as possible to achieve an average return on ad spend (ROAS) at the target that you set.
- Some conversions may have a higher or lower return than your target.
- Within the Maximise conversion value strategy, this target ROAS is the average conversion value you’d like to get for each dollar you spend on ads.
- Enter a value as a percentage using this formula: Conversion value ÷ ad spend x 100% = target ROAS percentage.
- This strategy will work as the Target ROAS bid strategy does today.
Instructions
Set up your Maximise conversions using a target CPA or your Maximise conversion value using a target ROAS bid strategies
.View your Maximise conversions using a target CPA or your Maximise conversion value using a target ROAS in the bid strategy report
Find your Maximise conversions strategies that have a target CPA or target ROAS set
, then select Modify columns.Impacts to Google Ads Editor and Google Ads API
Learn more about how this change impacts the Google Ads API
