Create a portfolio bid strategy

Portfolio bid strategies are automated, goal-driven bid strategies that help you to optimise bids across multiple campaigns. They automatically help you to 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 bid strategy when you’re setting up a new campaign, in campaign settings or in the Shared library.

Note: Cross-account bid strategies allow you to create, monitor and manage Smart Bidding portfolio strategies at the Google Ads manager account (MCC) level.

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.


Create a portfolio bid strategy in the Shared library “Bid strategies” page

  1. Sign into your Google Ads account.
  2. In the upper right corner of your account, click the tool icon Google Ads | tools [Icon] , then under “Shared library”, select Bid strategies.
  3. Click the plus button and choose the type of bid strategy that you would like to create.
  4. Enter the name of your new portfolio bid strategy.
  5. Select the campaigns you want to include (you can also add more campaigns once your portfolio bid strategy has been created).
  6. Enter the bid strategy settings.
  7. Click Save.

Create or change a portfolio bid strategy with existing campaigns

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Select the campaigns you would like to include.
  4. Click Edit from the navigation menu (top).
  5. Click Change bid strategy from the dropdown menu.
  6. You can choose to Create new portfolio strategy, or Use existing portfolio strategy.
    • If you choose “Use existing portfolio bid strategy”, select a strategy from the list provided.
    • If you choose “Create new portfolio bid strategy”, enter the settings for your new strategy and give it a name.
  7. Click Apply.
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