Create a specific type of bid strategy

Specify constraints

Constraints make the bid strategy less efficient, but may be needed to account for other business goals.

In the Constraints section of the Search Ads 360 bid strategy editor:

  1. Enter the default minimum and maximum bids for the bid strategy.

    Maximum/minimum bids are the best way of ensuring that bid-strategy bids are always within a range you are comfortable paying.
    After you create the bid strategy, you can also set minimum/maximum bids for specific keywords. Minimum/maximum bids that you set for keywords override the bid strategy's minimum/maximum settings.

  2. Optional. If you selected a revenue goal, you can set additional constraints by clicking More constraints. You can save the bid strategy without setting additional constraints which will allow Search Ads 360 more freedom to optimize against the primary settings.

    If you want to set additional constraints, choose one of the following additional constraints:

    • Select a position constraint: Combines a position goal with the revenue goal to help you meet multiple objectives. Search Ads 360 will first ensure that the bid is within the minimum/maximum bid range, then bid to stay within the position range, and finally bid toward the revenue target. Enter a top and a bottom position for keywords.
      A position constraint doesn't apply to the Google Ads campaigns that are managed by the bid strategy.
    • Select a revenue metrics constraint: Set a min ROAS that is less than the target ROAS or set a max ERS that is more than the target ERS.
  3. Click Save bid strategy or optionally click Next to see the advanced configuration options.

Min ROAS constraint

In a Search Ads 360 bid strategy with a revenue goal, Search Ads 360 could set a bid that is unprofitable for a specific keyword even though the overall bid strategy is profitable. To keep most bids in the profitable range, you can set a min ROAS constraint.

We suggest that the value of the min ROAS constraint is less than 66.7% of the target ROAS to allow the bid strategy some room to continue to optimize bids for the portfolio. However, this is not a requirement because you may also be able to improve profitability with a higher min ROAS.

  • Recommendation: min ROAS ≤ (.667 * target ROAS)

Max ERS constraint

You can set a max ERS constraint in a Search Ads 360 bid strategy with revenue goal to specify the minimum return on investment that you will allow the bid strategy to attempt to keep each bid in the profitable range. A bid strategy may set a too high bid for a specific keyword that would be unprofitable. This constraint sets a limit on the ERS and keeps each high bid within a profitable range.

We suggest that the value of the max ERS percent is at least 1.5 times higher than the target ERS percentage. This will keep bids in a profitable range but not overly constrain the bid strategy.

  • Recommendation: max ERS > (1.5 * target ERS)
Note: Even if you set a min ROAS or max ERS constraint that allows more room for optimization, it still limits the optimization performance of the bid strategy and may cause Search Ads 360 to bid more on lower performing keywords.
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