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About bid strategy statuses

Your bid strategy status calls attention to the state of your automated bid strategy at any given point in time. When checking your campaign performance, it’s helpful to review the status of your automated bid strategies to be sure they’re running as expected and help resolve any issues, as needed. This article describes what each bid strategy status means.

 

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Before you begin

If you’re not using any automated bid strategies, review About automated bidding to determine if any of them are right for you. If you don’t know where to find your bid strategy status, learn how to Find your bid strategy status.

Note: Bid strategy statuses are not available for Hotel campaigns.

Find your bid strategy status

How to find your portfolio bid strategy status

  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Budgets and bidding drop down in the section menu.
  3. Click Bid strategies.
  4. The “Status” column shows the status of your portfolio bid strategy.
  5. Hover over the text to learn more about the status. To learn more, read about bid strategy statuses.

How to find your standard or portfolio bid strategy status

  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Budgets and bidding drop down in the section menu.
  3. Click Bid strategies.
  4. Hover over the text in the “Status” column and click View bid strategy report.
The “Bid strategy type” column shows the bid strategy of the campaign, even if it’s not a portfolio bid strategy. If you do not see the “Bid strategy type” column and would like to, you can enable it by clicking on the columns icon A picture of the Google Ads columns icon above the table, clicking “Modify columns,” and selecting "Bid strategy type" under the “Attributes” category.

Bid strategy statuses

Inactive

The bid strategy isn't active. Here are some reasons why a bid strategy might be inactive:

  • Campaigns are paused, or there are no campaigns attached to this bidding strategy.
  • All keywords or ads using this strategy are paused.
  • A prepaid budget has been spent.

Active

The bid strategy is active and setting bids to optimize performance. No changes are needed.

Learning

After you make a change to your bid strategy, there may be minor performance fluctuations as Google Ads optimizes your bids. To indicate this, a "Learning" status may be shown. You can hover over the status to show which of the following 4 reasons your bid strategy currently has a "Learning" status.
  • New strategy: The bid strategy was recently created or reactivated. Google Ads is now adjusting to optimize your bids.
  • Setting change: A setting for the bid strategy was changed. Google Ads is now adjusting to optimize your bids.
  • Composition change: Campaigns, ad groups, or keywords have been added to or removed from the bid strategy. Google Ads is now adjusting to optimize your bids.

Learn moreAbout the learning period for campaigns and what affects it

Next step

Continue using your account as usual, but be mindful that key metrics may vary during this time, so you may not want to measure performance until the learning period is over.

Limited

Your bid strategy is limited by one of the following 4 factors. You can hover over the status in the Status column to show which factor is limiting your bid strategy.

Misconfigured (Maximize bid strategy with shared budget)

Maximize clicks bidding, Maximize conversion bidding, and Maximize conversion value bidding are automated bid strategies that help maximize your performance (clicks, conversions, and conversion value) while spending the average daily budget. If these strategies share a budget with another bid strategy, your bid strategy status might show as misconfigured. To prevent this, all campaigns in the same shared budget should be utilizing the same portfolio bid strategy. Below is a list of where your misconfigured status might show up and what you can do to resolve each issue.

Misconfigured (conversion setting)

Automated, conversion-based bid strategies—Target cost-per-action (CPA), Target return on ad spend (ROAS), or Maximize conversions—use your conversion history to optimize bids with precision on each and every auction. But if you don’t have the right conversion actions set up, it could impact the accuracy of your strategy’s automated bids, limiting your conversions.

Below are a few reasons that your conversion tracking settings might be limiting the performance of your bid strategies and what you can do to resolve each issue.

Note: If you use cross-account conversion tracking and you’re having any of these issues, they'll need to be resolved in the Google Ads manager account.

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