Turn on Google Ads auction-time bidding
You can enable Google Ads auction-time bidding in the following Search Ads 360 bid strategies and budget bid strategies:
- Search Ads 360 bid strategies
- Target CPA
- Target ROAS
- Search Ads 360 budget bid strategies
- Maximize conversions
- Maximize conversion value
Turn on Google Ads auction-time bidding in bid strategy settings
These instructions apply for both bid strategies and budget bid strategies.
- Sign in to your new Search Ads 360.
- In the page menu, click Bidding & Planning, then Bid strategies.
- Click the checkbox next to the name of a bid strategy.
- Click Edit, then select Edit bid strategy settings.
- Select the Use Google Ads auction-time bidding checkbox.
- (Optional) Click Auction-time bidding limits checkbox and then enter a minimum or maximum bid limit.
- Click Save.
Turn on Google Ads auction-time bidding for non-budget bid strategies
- Sign in to your new Search Ads 360.
- In the page menu, click Bidding & Planning, then Bid strategies.
- Click the name of a non-budget bid strategy that is using Google Ads auction-time bidding.
- Click Edit bid strategy.
- Select the Use Google Ads auction-time bidding checkbox.
- Click Save.
Experiments with Google Ads auction-time bidding
When Google Ads experiments are enabled on campaigns already optimizing to Google Ads auction-time bidding, the same conversion setting is used by default.
You can test a different conversion goal in the experiment campaigns by changing the portfolio conversion goal in one arm. However, you should be aware that test results might not be statistically significant because auction-time bidding campaigns learn from each other.
You can continue to use the "All Conversions" or custom columns in Search Ads 360 or in Google Ads. filtered to the original biddable conversions if you want to report a different conversion source to help you make manual bidding decisions.
To run experiments with Google Ads auction-time bidding, do the following:
- Ensure you have an active Google Ads auction-time bidding strategy enabled somewhere in your new Search Ads 360 sub-manager account.
The account-default goal passes conversions over and changes the campaign’s conversions for manual campaigns (or those in Search Ads 360 bid strategies (intraday bidding)). - Configure experiments in Google Ads, for the test that you're trying to run. For example, evaluate Google Ads auction-time bidding performance versus intraday bidding performance.
- Enable Google Ads auction-time bidding in the Search Ads 360 strategy that contains the test half of the experiment.