Create budget plans

How to create a goal or use an existing goal in a budget plan

Budget management conversion goal

A conversion goal defines the metric, conversions or revenue, and the conversions (Floodlight tags, Google Analytics, formula column)  that you want to be evaluated when Search Ads 360 generates budget performance (volume and efficiency) estimates.

  1. Start creating a budget plan.

  2. Do one of the following to specify a goal for the plan:

    • Select an existing conversion goal
      1. In the budget plan editor, under Choose or create a goal, click the arrow Down Arrow  to display the list.
      2. Optional. Click the more icon More settings icon  to view the column settings.
      3. Select a goal.
    • Create a new conversion goal (see the steps later in this article)
  3. Click Continue.
Once you save a plan, you can't select a different conversion goal. Instead, you can create a new plan.

Create a new goal in a budget plan

  1. Start creating a budget plan.

  2. In the budget plan editor, under Choose or create a goal, click the arrow Down Arrow  to display the list.

  3. Click Create new conversion goal.
  4. Complete the steps to select an existing column as a goal or create a new column for the goal.

Use an existing column as a goal

  1. In the New conversion goal window, click Select a column.
  2. Under Column, click the arrow ▼, and then select a column. 

    The available columns can use any attribution model.

  3. If the column's metric is Conversions, the performance (volume and efficiency) metrics are reported in conversions and CPA (cost per action).
    If the column's metric is Revenue, the performance metrics are reported in revenue and either ERS (effective revenue share) or ROAS (return on advertising spend).
    Search Ads 360 uses the column's conversion history to estimate performance.

  4. Click Save

    On save, the goal is applied to the budget plan.

Add a new column to use as a goal

  1. In the New conversion goal window, click Create a column.
  2. Enter a name for the column. 
    The name of the column is also the name of the conversion goal.
  3. Select Conversions or Revenue.
  4. If you select Conversions, Search Ads 360 will use CPA (cost per action) to track your goal.
    If you select Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend)
  5. Under Conversion source, click the arrow ▼ to select the type of conversion.
  6. Select an attribution model and select the Cross-environment conversions check box.
     

    If Floodlight tags are the source of the conversions, select the Cross-environment conversions check box  to attribute credit for the various types customer interactions that lead to conversions. 

  7. If available, (for example, for Floodlight or Google Analytics conversion sources) select the tags that you want.
  8. Click Save.

 

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