Updates to how Smart Bidding strategies are organized

July 22, 2021

We previously announced changes to how Smart Bidding strategies are organized 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:

  • Maximize conversions will have an optional target CPA.
  • Maximize 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 behavior due to this update. Using Maximize conversions with a target CPA will have the same bidding behavior as Target CPA. Likewise, using Maximize conversion value with a target ROAS will have the same bidding behavior as Target ROAS. 

Performance goal

Old Bid Strategy

Updated Bid Strategy

Maximize conversions within a set budget

Maximize conversions

Maximize conversions
(no target CPA specified)

Maximize conversions to a target CPA

Target CPA

Maximize conversions using a target CPA

Maximize conversion value within a set budget

Maximize conversion value

Maximize conversion value
(no target ROAS specified)

Maximize conversion value to a target ROAS

Target ROAS

Maximize conversion value using a target ROAS

The "Bid strategy type" column will now help you see if a target CPA or target ROAS has been set.

Screenshot of the "Bid strategy type" column in the Google Ads UI

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 behavior.

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

Posted by Neera Thavornvanit, Product Manager, Google Ads

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