Search Ads 360 bid strategies and some bid-strategy related components such as data-sharing, will be available only after your account has been migrated to the new Search Ads 360. Learn more about how to upgrade your bid strategies to the new Search Ads 360.
Check the Experience hub to stay up to date on your available features, including bidding.
Portfolio bid strategies automatically set bids for every auction to help you reach the performance goals you choose. One portfolio bid strategy can apply to many campaigns, so you can save time by managing your settings in a single location.
Search Ads 360 bid adjustments can be applied to the following campaign types:
- Google Ads, Microsoft Advertising, Yahoo! JAPAN Ads, and Baidu Search campaigns
- Google Ads and Microsoft Advertising shopping campaigns
- Google Ads Performance Max campaign
- Google Ads, Microsoft Advertising, and Yahoo! JAPAN Ads Dynamic Search Ad campaigns
Creating a portfolio bid strategy is only available for some bid strategies, for example, Target ROAS. This article tells you how to create a new portfolio strategy in various places.
Instructions
Create a portfolio bid strategy in Bidding and Planning
- Sign in to your Search Ads 360 experience.
- Navigate to a sub-manager account.
- In the page menu, click Bidding & Planning, then Bid strategies.
- Click the plus button
and choose the type of bid strategy.
- Enter the settings for your new portfolio bid strategy.
- Enter the name for the bid strategy.
- Select the campaigns to which the bid strategy applies to.
- Depending on the type of bid strategy you’ve selected, you can also toggle specific settings for that bid strategy, such as bid limits and bid adjustments.
- Click Save.
Create a portfolio bid strategy with a new campaign
- Sign in to your Search Ads 360 experience.
- From the page menu, click Campaigns.
- Click the plus button
- Start the campaign creation process, and click Continue.
- In the “Bidding” section, select "Create a new portfolio strategy".
- Enter the settings for your new bid strategy and give it a name.
- In the “Conversion goals” section, choose conversion actions to include in the conversions column for this campaign.
- You can select between sub-manager account-default conversion goals, or campaign specific goal settings.
- Complete the campaign creation process.
Create or apply a portfolio bid strategy in existing campaigns
- Sign in to your Search Ads 360 experience.
- From the page menu on the left, click Campaigns.
- Click the checkbox for one or more campaigns that you want to edit.
- Click Edit and choose Change bid strategy.
- Choose a currency for your bid strategy.
- Choose one of the following:
- Use existing portfolio strategy: Select a strategy from the list provided.
- Create new portfolio strategy: Enter the settings for your new strategy, and give it a name. Note that this option is not available for all types of bid strategies.
- Click Apply.
Best practices for new portfolio bid strategies
After applying a new portfolio bid strategy to your campaigns, give your bid strategy time to learn. It is recommended to wait 2-3 conversion delay cycles before assessing performance.
After the bid strategy has run for a couple of weeks, you'll be able to view Search Ads 360 bid strategy performance and compare it with historical performance before you applied the bid strategy.