Create a Google Ads conversion column for a Search Ads 360 bid strategy

Combine Google Ads conversions in a Search Ads 360 custom column to target the conversions in a Search Ads 360 bid strategy.

Only Google Ads conversions that include all conversions (AW All Conv column) or all revenue (AW All Conv Value column) metrics can be combined in a Search Ads 360 custom column to use in Search Ads 360 bid strategies.

1. Create a Google Ads custom column 

Learn more about how to create or edit custom columns in Search Ads 360.

1. Navigate to a Google Ads account.

   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Click the Campaigns tab. 

   You can create a custom column on the Ad groups, Keywords, or the Targets> Product groups tabs.
3. Above the reporting table, click the Columns button.
4. Under Available columns, click Custom conversions.
5. Click Google Ads.
6. Click + New column.
7. Enter a name for the column.
8. Under Google Ads conversion trackers, click a move right arrow >>  next to each conversion tracker that you want to include in the column.
9. Click the arrow in the Metric section and select one of the following metrics:
   • AW All Conv
   • AW All Conv Value
10. Click Save.

11. Click Apply in the Available columns window.

2. Use the Google Ads custom column in a Search Ads 360 bid strategy

1. Navigate to the advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Bid strategies to display the list of the advertiser's bid strategies.

3. Start creating or editing a Search Ads 360 bid strategy with a Conversions, Revenue, or Advanced targeting goal.
4. Click Next to advance to the Target step.
5. Click the arrow ▼  next to Conversion source to display the list, and then select Google Ads conversion tracking column.
6. Under Select conversion type, select the custom column.
7. Choose any other settings that you want in the bid strategy editor, and then click Save bid strategy.
8. Apply the bid strategy to Google Ads campaigns or ad groups.