At the campaign level, change to a new conversion goal or modify the composition of the existing goals. This applies when changing the conversion goal of actions you use for optimization in a custom goal, as well as changing which actions are primary within a goal.
Keep in mind: It’s recommended that you make an account-level switch, which is a simpler workflow, but if you want to transition your campaigns gradually, you can follow the campaign level workflow detailed in this article.
Recommended steps
Identify the new or existing conversion actions you want to optimize towards.
If you’re adding new conversion actions to an existing goal, start by creating them. Do not mark them as primary or account default yet. Ensure that the conversion goal is correctly set, that everything is configured and reporting values show correctly before moving to step #2.
Configure the conversion action as primary in select campaigns to validate performance, as in the following examples:
- Change to the new conversion goal (set at campaign level), or
- Change composition of conversion goal (add or remove conversion actions as primary in select campaigns), or
- Change the goal of an action used for custom goals (Note: When you change the goal of an action, all campaigns using that action are affected)
- Ensure campaign budgets are set to the amount that you intend to spend.
Keep bidding towards the same bid strategy for approximately 3 conversion cycles (or 4 weeks) while Smart Bidding trains on the new or modified conversion action.
- a. Mitigate performance fluctuations by adjusting targets.
- b. If you’re using target CPA or ROAS, gradual target changes are recommended. However, if there is a significant difference in conversion rate and volume consider larger target changes.
Repeat step #2 by moving campaigns in batches. Start with medium-sized campaigns and scale up over time.
After moving over all campaigns, change the conversion action to the account default and slowly move from campaign level bidding to account level bidding.
Smart Bidding will adjust to the new target over the next 2-3 conversion cycles. Adjust targets and/or budgets to manage performance.
