Budget bid strategy constraints

The constraints that you can optionally set in a Search Ads 360 budget bid strategy enable you to set some boundaries for the strategy.

The primary goal of a budget bid strategy is to efficiently maximize the budget. Any constraints that you specify shouldn't prevent the budget bid strategy from achieving the goal.

Some of the available constraints are related to the metric (conversions or revenue) of the selected conversion goal. For a conversion metric, you can set a CPA constraint. For a revenue metric, you can set a ROAS or ERS constraint.

Constraint	Description
Minimum bid	Specifies the minimum amount that you will allow a budget bid strategy to set for a biddable item. If set too high, it may cause a budget bid strategy to overspend.  Note: Minimum bid constraints don't apply to auction-time budget bid strategies. However, items still running on intraday bidding (even in an auction-time budget bid strategy) will honor minimum bid constraints.
Maximum bid	Specifies the highest amount that you will allow a budget bid strategy to set for a biddable item. If set too low, it may cause a budget bid strategy to underspend.  Note: Maximum bid constraints don't apply to auction-time budget bid strategies. However, items still running on intraday bidding (even in an auction-time budget bid strategy) will honor maximum bid constraints.
Keep CPA below Keep ERS below	Select this option to specify the maximum CPA or ERS that a budget bid strategy can achieve while spending the budget.  These efficiency constraints, if too low, can prevent a budget bid strategy from going over the specified efficiency rate to spend all of the budget and may cause a budget bid strategy to underspend. We recommend that you don't set an efficiency constraint.
Keep ROAS above	Select this option to specify the minimum ROAS that a budget bid strategy can reach while spending the budget.  If this efficiency constraint is too high, it prevents a budget bid strategy from making required changes to spend the budgeted amount. We recommend that you don't set an efficiency constraint.

 

Next steps 

• Configure a budget bid strategy.
• Review budget pacing and allocations.
• Optional. Set reporting-only benchmarks.
• Review budget plan before saving