Get started

Here's an overview of creating a Search Ads 360 bid strategy that maximizes the number of conversions (the details come later this guide):

1. Open the Search Ads 360 bid strategy editor and select the conversions goal.
2. Decide if you want the bid strategy to set bids, and set or recommend bid adjustments for devices, remarketing targets, and location targets.
3. Decide on a target CPA (cost-per-action) amount.
4. Select the conversions you want to maximize.
5. Specify required and optional constraints.

Advanced setup: targeting custom KPIs

By default, conversions bid strategies target the raw number of conversions as reported by one or more Floodlight activities, Google Analytics goals, or transactions. However, you can create a formula column that adjusts these raw numbers, and create a bid strategy that targets the adjusted number. For example, you can target a formula column that weights Floodlight activities in relation to each other:
(c:"$5 Sales" * .4 ) + c:"$20 Sales"

If you want to target a formula column, you can create a formula column that can be used in a bid strategy before you create the bid strategy.

Need an overview of bid strategies in general? Take a look at the Introduction to bid strategies.

Ready to get started?

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 + Bid strategy, which appears above the reporting table.

The bid strategy editor appears and displays the Goals section.