Create Search Ads 360 bid strategies that target Google Analytics conversions

You can create Search Ads 360 bid strategies with any of the following types of targets:

• Google Analytics conversions (goals or transactions) only

• Google Analytics conversions, Floodlight and Google Ads conversions

• Formula columns that combine Google Analytics conversions and Floodlight or Google Ads conversions into custom KPIs

Note that Search Ads 360 bid strategies cannot use the raw metrics collected by Google Analytics, such as Average session duration. Instead, you'll need to create goals or transactions in Google Analytics, and then use those conversions in a bid strategy.

If you want to include Pages/Screens per session or Duration goals in your bid strategies, make sure that your Google Analytics web property is using Universal Analytics. Complete step 1 in this guide to upgrade to Universal Analytics.

Target a Google Analytics conversion directly

To create a bid strategy that uses Google Analytics goals or transactions instead of Floodlight activities:

1. Start creating a bid strategy and specify a Conversions, Revenue, or Advanced targeting goal.

   A bid strategy with a Conversions goal can optimize bidding to maximize the number of goals and transactions, while a bid strategy with a Revenue goal can optimize revenue gained from transactions or goal values.

2. Select an ROI target, such as CPA, and specify an amount.

3. In the Conversion source list, select Google Analytics.

4. Under Select conversion type, select one of the following depending on the type of goal you chose:

   • For a conversions goal, you can optimize against All goals, All transactions or Selected conversions.

   • For a revenue goal, you can optimize for Revenue from all transactions, or if you've defined a money value for your goals, Money from all goal values, or Money from selected goals.

5. If you chose Selected conversions or Money from selected goals, select the specific conversions that will be included in the bid strategy.

6. Finish the remaining settings for your bid strategy and save.

Target Google Analytics and other conversions

You can create a bid strategy that targets Google Analytics and Floodlight or Google Ads conversions. For example, you might set a $10 CPA target for visits that either last longer than 10 minutes or in which customers sign up for a newsletter (which you happen to be tracking as a Floodlight activity).

You could also set different ROI targets for the duration goal and the newsletter-sign-up activity.

1. Start creating a bid strategy and select the Advanced targeting goal.

2. In the Target section, click + Add another target, select a target type, and enter the target.

3. Select the conversions that will be included in the bid strategy.
   You can choose from your Floodlight, Google Analytics, or Google Ads conversions. You can also select all conversions or choose specific conversions.

4. To specify a different ROI target for a different goal or action, click + Add another target and repeat the previous step.

5. Finish the remaining settings for your bid strategy and save.

Target a formula column that contains both Google Analytics and Floodlight conversions

You can use formula columns that combine Google Analytics conversions with Floodlight conversions into custom KPIs.

1. Create Google Analytics activity columns for the Google Analytics goals you want to use.

2. Create Floodlight columns for the Floodlight activities you want to use.

3. Create a formula column and use it in a bid strategy.

See examples of formula columns that contain both Google Analytics and Floodlight conversions.