Specify Search Ads 360 bid strategy conversions

About Google Ads conversions in Search Ads 360 bid strategies

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.

(Search Ads 360 bid strategies that target Floodlight or Google Analytics conversions can also be used to optimize bids and bid adjustments in Google Ads and other types of campaigns.)

Create conversion trackers in Search Ads 360 or Google Ads

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

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.

  • Imported or offline conversions (set up in Search Ads 360 or Google Ads)
  • Store sales direct (set up only in Google Ads)
  • Call-only ads

Google Ads attribution models aren't available in Search Ads 360

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.

Recommendation: If you include Floodlight and Google Ads conversions in a formula column, choose the same type of attribution model for both types of conversions. That is, if you apply a linear attribution model to the Floodlight conversions, apply a linear attribution model to the Google Ads conversions in Google Ads.

Overview of steps to target Google Ads conversions using a Search Ads 360 bid strategy

  1. 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.
  2. 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.  
  3. 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). 
  4. In the bid strategy editor, select Google Ads conversions:
  5. Apply the Search Ads 360 bid strategy to Google Ads campaigns, ad groups, or biddable items.
We don't recommend applying bid strategies that target only Google Ads conversions to other types of campaigns. 

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.

Search Ads 360 features that can't use Google Ads conversions

Reporting discrepancies

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.  

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