Evaluate Search Ads 360 bid strategy performance

Review and adjust Search Ads 360 bid strategy targets, volume, and campaign budgets

Starting 4 weeks after you launch the Search Ads 360 bid strategy:

  1. Use bid strategy analysis columns to find any problems related to:

    • Low volume (in which case you may need to add more keywords or better-performing keywords to the bid strategy)

    • Spend being limited by campaign budgets (sometimes you can achieve significantly more conversions at an optimal cost if you increase campaign budgets).

  2. View the bid strategy forecast for your Search Ads 360 bid strategy to find the ideal trade-off between cost and conversion volume with various CPA, ERS or ROAS targets.

  3. If you make changes to the Search Ads 360 bid strategy, such as adding new keywords or adjusting the target amount, be sure to wait several days (or a couple of weeks if you've added a large number of new keywords with no performance history) before reviewing the effect of your changes.

Common mistakes to avoid

  • Avoid changing target amounts too frequently (no more than once per week). Every 3 weeks is the sweet spot.

  • Avoid changing target amounts too drastically. We recommend that you make no more than a 10% change to ROI targets each time or no more than a 20% change to spend targets each time.

  • Avoid adding a large number of keywords all at once, especially keywords with no performance history.

    When you add brand new keywords with no performance history, the bid strategy devotes some amount of spend to startup learning behavior for the new keywords. If you add a large number of these new keywords, you may see a temporary negative impact on ROI during the startup learning period.

  • Make sure that you sync any changes you make on the engine into Search Ads 360. (Best practice is to schedule a nightly sync.)

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