To optimize bids in Google Ads manual, Shopping, and Dynamic Search Ad campaigns, you can use Google Ads conversions (also known as conversion trackers), in Search Ads 360 ROI bid strategies. The bid strategy uses Google Ads conversions to automatically optimize bids, and set or recommend device, remarketing target, and location target bid adjustments.
A bid strategy that uses just Google Ads conversions can't be used to adapt product groups, location targets, or remarketing targets.
You can set up the conversion trackers in Search Ads 360 or in Google Ads (unless noted otherwise). If conversion trackers are set up in Google Ads, you can automatically or manually sync the account to see the conversion trackers in Search Ads 360.
The following types of conversions can be targeted in Search Ads 360 bid strategies.
- Calls to a Google forwarding number on your website
- Clicks on a number on your mobile website
- Purchases, sign-ups, and page views on your website
- Store visit conversions(set up only in Google Ads)
- Calls from ads using call extensions
- Imported or offline conversions (set up in Search Ads 360 or Google Ads)
If conversion trackers are set up in Google Ads, be sure to sync them into your Search Ads 360 account.
Unsupported Google Ads conversion trackers
The following types of Google Ads conversions can't be used with Search Ads 360 bid strategies.
- Store sales direct (set up only in Google Ads)
- Call-only ads
You can select an attribution model for a Google Ads conversion tracker only in Google Ads. You'll need to sync your account to include the Google Ads conversion tracker in Search Ads 360.
Search Ads 360 and Campaign Manager attribution models aren't available for Google Ads conversions.
Note that if you combine Floodlight conversions and Google Ads conversions in a formula column in Search Ads 360, you will be able to select a pre-defined attribution model, or a data-driven attribution model that is applied to the Floodlight conversions only.
Overview of steps to target Google Ads conversions using a Search Ads 360 bid strategy
- Set up Google Ads conversion trackers in Search Ads 360 or in Google Ads.
Sync conversion trackers created in Google Ads into your Search Ads 360 account.
- Identify the Google Ads conversions that you want to optimize.
You can do any of the following:
- Select one or more Google Ads conversion trackers in a Search Ads 360 bid strategy.
- If you want to combine Google Ads conversions in a single custom column or in a formula column, create the column in Search Ads 360 before you set up the bid strategy that targets Google Ads conversions.
- Create a custom column that includes one or more Google Ads conversion trackers. Only Google Ads conversions that include all conversions (AW All Conv column) or all revenue (AW All Conv Value column) can be used in bid strategies.
- Create a formula column that combines Google Ads conversions with Floodlight and Google Analytics conversions.
You might want to use a formula column that combines different types of conversions if the bid strategy is applied to a variety of supported search engine accounts.
- Create or edit a Search Ads 360 bid strategy that targets a specified conversion or revenue goal, or multiple goals (referred to as an Advanced targeting bid strategy).
- In the bid strategy editor, select Google Ads conversions:
- Apply the Search Ads 360 bid strategy to Google Ads campaigns, ad groups, or biddable items.
Search Ads 360 features that support Google Ads conversions
- Search Ads 360 bid strategies with a conversions, revenue, or advanced targeting goal.
- Exclude some Google Ads conversion data from a bid strategy. If you don't want a bid strategy to optimize against some subset of Google Ads conversion data from a specific time period, you can exclude the data.
- Changes to bid strategies logged in the Change history report. The report includes details about when a bid strategy that targets Google Ads conversions was created, the specific targets, and changes to the conversions.
- Budget management, including budget plans and budget bid strategies.
Search Ads 360 features that can't use Google Ads conversions
- Formula columns that target specific devices (referred to as device-specific formula columns).
- Search Ads 360 attribution models. You can apply Google Ads attribution models in Google Ads.
- Cross-environment conversions. These conversions are estimated only with Floodlight tags.
- Bid strategies that target a specific budget (referred to as monthly spend bid strategies).
- Conversion goals. Google Ads conversion trackers aren't available as a conversion source in a conversion goal.
The following features also don't support Google Ads conversion trackers because the feature requires or can use a conversion goal:
- Adaptive options for conversion goals. Campaigns can optionally use a conversion goal to set or recommend bid adjustments and adapt location targets, product groups and remarketing targets.
- Bid strategy opportunities. A conversion goal is used to identify campaigns that would benefit from being managed by a bid strategy.
Adaptive options for bid strategies. The goal in bid strategies that include Floodlight or Google Analytics conversions can be used to adapt location targets, product groups and remarketing targets. Google Ads conversions are ignored by the algorithm when adapting targets and product groups.
You might notice a slight difference in the metrics reported for a Search Ads 360 bid strategy that uses Google Ads conversions compared to columns that report the same conversions.