A budget bid strategy lets you automatically optimise spend toward the key metrics that you have chosen for a performance plan. For example, if your key metric is clicks, then your budget bid strategy automatically optimises spend to get the most clicks at the lowest average cost-per-click given the amount you want to spend over the date range of the performance plan. If your key metric is target CPA (Cost-per-action), then the goal is to maximise conversions. If the goal is revenue, your key metric is target ROAS (return on ad spend).
To achieve your key metrics within the parameters of your performance plan, a budget bid strategy can make changes to individual campaign budgets, bids and bid adjustments. As such, you see variations in daily or weekly spend as your performance plan progresses.
A budget bid strategy needs at least 3 weeks of performance data for each campaign in the group in order to optimise plan performance. (If you start a new campaign for which there is no historical performance data, manage the campaign manually until you have at least 3 weeks of data.)
Learn more about how you implement a budget bid strategy.
The following table describes budget bid strategy support for different Google Ads auction-time bidding strategies.
| KPI: Clicks |
KPI: Conversions (CPA) Conversions value (ROAS) |
|
|---|---|---|
|
Auction-time bidding |
No Google Ads does not currently support Auction-time bidding for max clicks |
Yes |
|
Auction-time bidding limits |
No |
No |
|
Minimum bid |
No |
No |
|
Maximum bid |
No |
No |
|
Intra-day bidding limits |
Yes |
Yes |
|
Minimum bid |
No |
Yes |
|
Maximum bid |
Yes |
Yes |
|
Bidding adjustments (Intraday only) These are for device, audience and location |
No |
Yes |