Max bid limit constrains performance

Applies to Search Ads 360 bid strategies and budget bid strategies

The max bid limit is preventing additional conversions or revenue because it is lower than the target bid for some items. If you increase the limit, your spend will be more efficient while achieving more conversions or revenue.

The bid strategy's or budget strategy's maximum bid should be about twice the highest average CPC. For example, if the highest average CPC is 5.00, set 10.00 as the strategy's maximum bid. Remember that you may never see bids reaching the minimum or maximum that you set, but setting a wide range gives the automated strategy plenty of latitude to reach your goal for the portfolio or budget plan as a whole.

This issue appears if the bid strategy or budget bid strategy calculates that the max bid is losing $10,000 in additional revenue or 500 additional conversions.

How to fix the issue in a bid strategy

  1. Navigate to a Search Ads 360 bid strategy.

    Steps for navigating to a bid strategy
    1. Navigate to an advertiser.

    2. In the left navigation panel, click Bid strategies.

    3. Click a bid strategy name from the reporting table.

      Alternatively, you can do the following:

      1. Click the more icon Expander (or more) icon at the end of the navigation bar to display navigation options.

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

      3. In the Advertiser list, click on the advertiser that contains the bid strategy.

      4. In the Bid strategy list, click on the bid strategy.

      5. Click Apply or press the Enter key.

    Search Ads 360 displays the bid strategy page.

  2. In the bid strategy health panel, click View Details.
  3. Optional. In the message that is displayed, click View to display more information about the issue.
  4. Click Apply let the Search Ads 360 bid strategy automatically increase the limit by the recommended percentage each day.

 

Manually increase the max bid limit each day until the issue is resolved

 
  1. Navigate to a Search Ads 360 bid strategy.

    Steps for navigating to a bid strategy
    1. Navigate to an advertiser.

    2. In the left navigation panel, click Bid strategies.

    3. Click a bid strategy name from the reporting table.

      Alternatively, you can do the following:

      1. Click the more icon Expander (or more) icon at the end of the navigation bar to display navigation options.

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

      3. In the Advertiser list, click on the advertiser that contains the bid strategy.

      4. In the Bid strategy list, click on the bid strategy.

      5. Click Apply or press the Enter key.

    Search Ads 360 displays the bid strategy page.

  2. Click the settings icon Settings button.
  3. Click Next until you reach the constraints page.
  4. Under Maximum bid, click the arrow ▼, and then click Increase by
  5. On the last line in the row, click the arrow  and then select percent.
  6. On the middle line, enter the recommended percentage.
  7. Wait one day, then check the bid strategy's Overview page for the max bid limit message.
  8. Continue to check the Overview page and adjust the max bid limit until the issue is resolved.

Adjust the maximum bid only if it aligns with your business goals.

 

How to manually fix the issue in a budget bid strategy

Instead of manually adjusting the maximum bid in a budget plan, you can click Apply in the message in the health panel.
  1. Navigate to an advertiser.

  2. In the left navigation panel, click Bid strategies.

    The Greek letter Δ is appended to budget bid strategy names in the Bid strategy column.

    To view only budget bid strategies on the Bid strategy tab:
    1. Click the arrow ▼ next to View to display a list of predefined and custom reports.
    2. Click Budget bid strategy performance.
  3. Click the name of the budget bid strategy.
  4. Above the tabs, click View all plans.
  5. On the Budget plans tab, select the check box of the currently running plan.
  6. Click the Edit ▼ menu, and then click Edit details.
  7. In the left navigation, click Budget automation settings.
  8. Click + Constraints to expand the section.
  9. Under Maximum bid, enter the recommended bid.
  10. Optional. Change other settings in the plan.
  11. In the left navigation, click Review plan details, and then click Save.
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