New bidding features to help you reach your goals

May 19, 2021

Smart Bidding is the foundation of a successful automated account strategy–especially when paired with tools like Broad Match and responsive search ads. To make it even easier for you to manage these bid strategies and drive performance, we’re rolling out several new features.

Get more insights with top signals for Target ROAS and Maximize conversion value

Top signals in the bid strategy report give you more transparency into the factors that drive your campaign performance and can help inform your broader marketing strategy. Currently, you can only view top signals for campaigns that use Target CPA and Maximize conversions. Going forward, these signals are now available for Search campaigns using Target ROAS and Maximize conversion value as well.

Apply seasonality adjustments at the manager account level

Smart Bidding uses machine learning to automatically set bids at auction time to improve the performance of your campaigns. Though these strategies already take seasonality into account, there may be key moments when you expect significant shifts in conversion rate–like during sales or product launches.

We made seasonality adjustments to give you more control in these situations. To make these adjustments even easier to use, you can now set them at the manager account level instead of creating them for each individual account.

Implement Maximize conversion value bidding with recommendations

We're making it easier to opt into Maximize conversion value bidding by surfacing new opportunities on the Recommendations page. These recommendations will show for eligible Search campaigns and can help you get more conversion value within your budget.

Screenshot of example recommendation to use Maximize conversion value bidding

Predict performance with Target Impression Share simulators

Simulators can help you understand how target bid and budget changes may impact performance. This tool was previously available for conversion and click-based bid strategies, and we are now expanding support to Search campaigns using Target Impression Share. With this change, you can now understand how adjustments to your target impression share can impact metrics like cost, impression share, and clicks.

To learn more about Smart Bidding, check out our best practices guide.

Posted by Neera Thavornvanit, Product Manager, Google Ads

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