You can manage your bidding in Search Ads 360 using either SA360's native strategies or by implementing Google Ads bid strategies.
For optimal performance, we recommend using Search Ads 360 bid strategies to take full advantage of portfolio bidding.
On this page
- Google Ads portfolio bid strategies in Search Ads 360
- Important considerations
- Campaign-level (standard) bid strategies
Google Ads portfolio bid strategies in Search Ads 360
Search Ads 360 allows you to manage Google Ads portfolio bid strategies, directly via the SA360 user interface. These are bid strategies that are owned by Google Ads publisher client accounts directly.
- SA360 ownership visibility: When viewed in the SA360 sub-manager account, the "Owner" column will explicitly indicate the Google Ads Engine account and display the Google Ads logo.
- Google Ads optimization: Google Ads bid strategies are fully controlled by the Google Ads system, and won’t take advantage of SA360 portfolio bidding. Though these can be managed in SA360 and setting synced to Google ads, all optimization is done by Google Ads.
- Compatible features: Google Ads portfolio bid strategies aren't compatible with SA360 bid strategy features like Multi-Target portfolios.
Campaign-level (standard) bid strategies
Google Ads campaign level bid strategies are also known as "standard" bid strategies. Campaign-level bid strategies can be applied at campaign-level either in SA360 or in Google Ads. Different campaign type will support different bid strategies.
The specific strategies availability depends on the campaign type. For example, a Search Campaign can typically utilize goals like:
- Maximize conversions
- Maximize conversion value
- Percentage of Target impression share
- Maximize clicks
However, these strategies won’t benefit from portfolio bidding, or Search Ads 360 bid strategies.