We previously announced changes to how Smart Bidding strategies are organised to help you choose the right one for your business. You’ll now see the following choices when you create new bid strategies for Search campaigns:
- Maximise conversions will have an optional target CPA.
- Maximise conversion value will have an optional target ROAS.
In the next few weeks, you’ll no longer have the option of using the old Target CPA or Target ROAS bid strategies for standard campaigns. Instead, use the updated bid strategies by setting optional targets. This update only applies to campaign-level strategies; portfolio bid strategies will be updated next year.
There will be no impact to bidding behaviour due to this update. Using Maximise conversions with a target CPA will have the same bidding behaviour as Target CPA. Likewise, using Maximise conversion value with a target ROAS will have the same bidding behaviour as Target ROAS.
|
Performance goal |
Old Bid Strategy |
Updated Bid Strategy |
|
Maximise conversions within a set budget |
Maximise conversions |
Maximise conversions |
|
Maximise conversions to a target CPA |
Target CPA |
Maximise conversions using a target CPA |
|
Maximise conversion value within a set budget |
Maximise conversion value |
Maximise conversion value |
|
Maximise conversion value to a target ROAS |
Target ROAS |
Maximise conversion value using a target ROAS |
The "Bid strategy type" column will now help you to see if a target CPA or target ROAS has been set.
All existing campaigns using Target CPA or Target ROAS will continue to run as usual. We’ll give advance notice before automatically switching these old bid strategies to the new format in 2022. This switch will not have any impact on bidding behaviour.
To learn more about these bid strategy updates, visit the Google Ads Help Centre.
Posted by Neera Thavornvanit, Product Manager, Google Ads
