Search Ads 360 overview
A conversion goal, or goal, is a reporting column that sets the reporting metric such as CPA or ROAS, and identifies the performance history that Search Ads 360 analyzes to maximize and adapt targets, and set or recommend bids, bid adjustments, and budgets in certain features of Search Ads 360.
The columns that serve as conversion goals are required to use the last-click attribution model and report either conversion (Floodlight Actions and Transactions, and Google Analytics GA goal completions and GA goal value) or revenue (Floodlight Revenue and Google Analytics GA transactions and GA revenue) metrics. Formula columns can also be used in conversion goals.
Custom columns that use other attribution models or other metrics for reporting, such as Action quantity, Transaction quantity, ERS and ROAS, can't be used as conversion goals.
If a column is used as a conversion goal, it can't be edited. That is, you can't make changes to a conversion goal.
Conversion goals are available in the following Search Ads 360 features:
- Google Ads and Bing Ads campaign settings
In Google Ads campaigns, a goal can be used to set or recommend selected bid adjustments and adapt location targets and products groups. and remarketing targets.
In Bing Ads campaigns, the goal can be used to set or recommend selected bid adjustments and adapt product groups.You can apply a conversion goal to manual campaigns and shopping campaigns only if the advertiser's currency and the engine account's currency match.
- Bid strategy opportunities
The goal is used to identify Google Ads and Bing Ads campaigns that would benefit from being managed by a Search Ads 360 bid strategy. In a bid strategy opportunity, a conversion goal is used to recommend a Search Ads 360 return-on-investment bid strategy and identify a group of campaigns that would benefit from being managed by a bid strategy. Search Ads 360 uses the performance history to analyze campaigns and set a target CPA, ROAS, or ERS that a Search Ads 360 bid strategy could achieve more efficiently.
- Budget management
In budget management, the goal is used to estimate how a budget might be allocated in a budget plan.