Create a portfolio bid strategy

Starting in November 2017, you'll no longer be able to override your campaign bid strategies with ad group and keyword bid strategies. This change will help make it easier to manage your bid strategies.

You can still set ad group targets for CPA and ROAS strategies, as well as ad group and keyword CPC bids, but all ad groups and keywords in a campaign must use the same bid strategy. It’s strongly recommended that you remove all existing ad group and keyword bid strategy overrides. To use a separate strategy for a specific ad group, you can move it into a new campaign.

Portfolio bid strategies are automated, goal-driven bid strategies that help you optimize bids across multiple campaigns. They automatically set bids for every auction to help you reach your performance goals, and provide a single place for you to quickly change bidding settings for all campaigns that use a single portfolio bid strategy.

This article tells you how to create a new portfolio strategy when you’re setting up  a new campaign, in campaign settings, or in the Shared library.

Before you begin

If you don’t yet know what type of portfolio bid strategy is right for you, read about our whole suite of automated bid strategies first. You’ll also find definitions for each bid strategy during campaign setup.


The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

Create a portfolio strategy with a new campaign

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Click the plus button  and choose your campaign type.
    1. Note: Portfolio bid strategy creation is not available for video campaigns or App campaigns.
  4. In the “Bidding” section, select your bid strategy from the drop-down menu.
    1. Note: Portfolio bid strategies are not available for “Manual CPC”.
  5. Click Use a portfolio strategy.
  6. Choose Create new portfolio strategy.
  7. Enter the settings for your new strategy, and give it a name.

Create a portfolio strategy in campaign settings

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Click the campaign you’d like to edit.
  4. Click Settings and scroll down to the “Bidding” settings.
  5. Click Change bid strategy, and then Use a portfolio bid strategy.
  6. You can choose to Create new portfolio strategy, or Use existing portfolio strategy.
    1. If you Use existing portfolio strategy, select a strategy from the list provided.
    2. If you Create new portfolio strategy, enter the settings for your new strategy, and give it a name.
  7. Click Save.

Create a portfolio strategy in the Shared library

  1. Sign in to your Google Ads account.
  2. In the upper right corner of your account, click the tool icon , then under “Shared library”, select Portfolio bid strategies.
  3. Click the plus button , and choose the type of bid strategy you’d like to create. 
  4. Enter the settings for your new portfolio bid strategy, and click Save.
Was this helpful?
How can we improve it?
New Previous