This article explains how to review and adjust your Search Ads 360 bid strategy targets, volume, and campaign budgets to optimize performance. Learn how to Change your campaign bid strategy.
After you launch the Search Ads 360 bid strategy:
- Use bid strategy reports to find any problems related to:
- Low volume, where you may need to add more keywords or better-performing keywords to the bid strategy.
- Spend being limited by campaign budgets, where sometimes you can achieve significantly more conversions at an optimal cost if you increase campaign budgets.
- Unexpected drops in performance (spend, conversions, impressions). If you notice a sudden decline, investigate recent changes, bid strategy settings, keyword performance, ad quality, and conversion tracking.
- View the bid strategy forecast for your Search Ads 360 bid strategy to find the ideal trade-off between cost and conversion volume with various CPA or ROAS targets.
- If you make changes to the Search Ads 360 bid strategy, like adding new keywords or adjusting the target, be sure to wait several days before reviewing the effect of your changes. If you added a large number of new keywords with no performance history, then wait a couple of weeks.
Recommendations
- Avoid frequent target changes. Limit target changes to once a week. We recommend giving the bid strategy sufficient time to learn before making changes.
- Avoid changing targets too drastically. Frequent or large target changes won’t negatively impact the performance of your bid strategy, however it’s important to note that a major change in targets can have a similarly sized impact on spend or volume.
- Avoid adding too many keywords all at once, especially keywords with no performance history.
- Make sure that you sync any changes you make on the client account into Search Ads 360. Best practice is to schedule a nightly sync.