About Maximize clicks bidding

Starting January 2021, all campaigns and portfolios using the target spend setting with the Maximize clicks bid strategy will use average daily budgets instead. Learn more about the move to average daily budgets for Maximize clicks. Read below to learn more about how you can move away from using target spend.

This article explains how the automated Maximize clicks bid strategy works and what its settings are. If you don’t yet know what type of automated bid strategy is right for you, read about automated bid strategies first.

How it works

Maximize clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize clicks bid strategy works and what its settings are.

You can use Maximize clicks for a single campaign, or you can set it up as a portfolio bid strategy. Portfolio strategies group together multiple campaigns into a single strategy.

Maximum CPC bid limit

You can set a cap on bids when using a Maximize clicks bid strategy. It lets you control the maximum amount you're willing to pay for each click. If you don't enter a maximum CPC bid limit, Google Ads adjusts your bids to try to get you as many clicks as possible while spending your budget.

Target spend

Target spend is a deprecated feature that allows you to select the amount you’d like to spend each day on all campaigns that use Maximize clicks bid strategy. Google has moved away from target spend as an input to simplify bid strategies.

Starting January 2021, all campaigns and portfolios still using target spend with the Maximize clicks bid strategy will use average daily budgets to determine spend for campaigns instead. Your average daily budget may be subject to overdelivery. Overdelivery refers to a situation in which Google may increase your ad spend in order to show your ads to more people (for example, on a day where traffic to your ads is slow). In this situation, Google may increase your campaign spend up to, but not above, 2 times your average daily budget.

For bid strategies that are still using target spend at that time, the maximum cost per click bid limit may be lowered. Bid strategies that do not have a target spend won’t be impacted.

Note: Through January 18, 2021, you can move away from the target spending setting with Maximize clicks bid strategy. Starting after January 18, 2021 our systems will remove legacy target spend settings and use your average daily budget to manage spend. Your bid limit may be lowered to minimize impact.

To move away from target spend set for Maximize clicks portfolios, you can follow these steps:

  1. Sign in to your Google Ads account.
  2. Click Campaigns. You’ll be able to see one row for each campaign.
  3. Within the “Bid strategy type” column, click on the link to see your bid strategy report.
    1. If the campaign is part of a portfolio bid strategy, you will be directed to the bid strategy report for the portfolio
    2. Otherwise, you will open the bid strategy report for that Maximize clicks campaign
  4. Scroll to the bottom of the report to the “Settings section”.
  5. Review your “Target spend per day” and adjust your budget for the campaigns in that portfolio.
  6. Delete the values under “Target spend per day”.
  7. Click Save.
Note: You can also use the AdWords API and Google Ads API to remove target spend for Maximize clicks campaigns and portfolios. Learn more

Once you remove the target spend, the campaign will start using your campaigns’ average daily budget to manage spend.

Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue