Best practices for setting up Search Ads 360 Smart Bidding strategies

View recommendations

Search Ads 360 bid strategies

 

To see if Search Ads 360 recommends using a Smart Bidding strategy to achieve a goal:

  1. Navigate to an advertiser.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Bid strategies.
  3. Click the Bid strategy opportunities tab.
  4. Click the arrow next to Select conversion goal ▼ to display the list, and select a goal that you have created.
  5. Under Currency, do one of the following:  

    • Leave All currencies selected. Search Ads 360 lists all of the Google Ads and Bing Ads campaigns that could achieve the goal more efficiently if you used a bid strategy.
    • Select a specific currency from the list. Search Ads 360 lists only the Google Ads and Bing Ads campaigns in the selected currency that would benefit from a bid strategy.

    Note that you may have other campaigns that could also see some benefit from a bid strategy, but the recommendations will only show campaigns that are likely to see a significant benefit.

    The campaigns are listed in order of highest impact to lowest. For each campaign, you'll see metrics such as:

    • The average ROI target based on recent history. For example, you'll see the average CPA over the past 28 days.
    • Current revenue or number of conversions along with the revenue or number of actions projected to occur over the next 7 days if you applied a bid strategy and selected the historical ROI target.
    • Current cost compared to the projected cost over the next 7 days if you applied a bid strategy and selected the historical ROI target.

View recommendation for a group of campaigns

By default, the reporting table in the Bid strategy opportunities tab shows recommendations for each individual campaign so you can see which campaigns have the most to gain from a bid strategy. However, you're likely to see better results if you apply a bid strategy to a collection of similar campaigns in the same account: the bigger the portfolio, the more opportunities Search Ads 360 has to optimize results.

To view a combined recommendation for a group of campaigns:

  1. Follow the steps above to view bid strategy opportunities.
  2. In the reporting table, select campaigns with similar recommended targets:
    1. To see the recommended targets, look in the Recommended CPA target, Recommended ROAS target, or Recommended ERS target column. 
    2. To sort the table by the recommended targets, click the 28 day average subheading.  
    3. Select the check boxes next to campaigns with similar recommended targets. 
      For example, if you selected a conversions goal, try selecting campaigns with a recommended CPA of anywhere between $50 and $40. 

      DS displays the averages in a scorecard above the reporting table.

      If you select a range of targets that's too broad (for example, CPA ranging from $50 to $5), Search Ads 360 may not be confident enough that it can improve performance for all of the campaigns you selected. In this case, you'll see a message suggesting that you select a different group of campaigns.
  3. If you want to accept the recommendation and let a bid strategy manage the campaigns, apply the recommendation.

Download the recommendation

To keep a record of how your campaigns performed before you starting using a bid strategy, download the recommendation. You can refer back to the download when you're assessing the bid strategy's performance.

  1. Follow the steps above to view bid strategy opportunities.
  2. Select one or more campaigns.
  3. Click the Download button.

Search Ads 360 downloads a spreadsheet that contains the same data you see in the recommendation table. 

Note that the spreadsheet does not contain the scorecard data. If you want to keep a record of the scorecard data to refer back to later, you'll need to write down the scorecard data.

Was this helpful?
How can we improve it?