A change to how Smart Bidding strategies are organised

20 April 2021

Smart Bidding is a collection of four automated bid strategies that can help you reach your conversion and conversion value goals. Over the years, we've heard feedback that it isn't always clear which of these bid strategies is right for your business. To make it easier for you, we're changing how bid strategies are organised for Search campaigns to help you choose the right one.

Going forward, Target CPA and Target ROAS will 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 still be able to use Target CPA and Target ROAS as bid strategies, and there will be no impact to their behaviour due to this update. Using the optional target CPA and target ROAS fields will optimise your performance the same way that Target CPA and Target ROAS bid strategies do today. You’ll start seeing these optional fields in the next few months as you create new bid strategies.

Performance goal

Current Bid Strategy

Updated Bid Strategy

Maximise conversions within a set budget

Maximise conversions

Maximise conversions

  • Optional target CPA

Maximise conversions to a target CPA

Target CPA

Maximise conversion value within a set budget

Maximise conversion value

Maximise conversion value

  • Optional target ROAS

Maximise conversion value to a target ROAS

Target ROAS

You can still create new Target CPA and Target ROAS bid strategies in the meantime. However, starting later this year you’ll only see the updated options: Maximise conversions with an optional target CPA, or Maximise conversion value with an optional ROAS.

Once this is in effect, we’ll provide advance notice before automatically switching your existing Target CPA and Target ROAS strategies to these new fields.

To learn more about these bid strategy updates, visit the Google Ads Help Centre.

Posted by Neera Thavornvanit, Product Manager, Google Ads

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