Google Ads Bidding Strategy Changes
Do you run Google Ads campaigns? Specifically ones using automated bidding... Then you might want to have a read of the below on the latest announcements regarding Google Ads bidding strategy changes!
If you run a GoogleAds campaign, you are likely familiar with the automated bidding strategies available within the platform. These strategies align with different goals whether it be traffic, clicks or conversions/ROAS.
Whilst these are relatively simple to implement via the settings of your campaign, an issue new advertisers regularly face is what strategy they should be using and what will benefit their business the most.
Google have recently announced changes to how their bidding strategies are organised, where in which target CPA and Target ROAS will be bundled together with Maximize Conversions and Maximize Conversion Value.
This announcement means that instead of directly choosing Target CPA or Target ROAS it will be the following:
-Target CPA will no longer be directly selectable and you will need to select Maximize Conversions instead followed by turning on optional target CPA.
-Target ROAS will no longer be directly selectable and you will need to select Maximize Conversion Value instead followed by turning on optional target ROAS.
As it stands you are still able to directly select these bidding strategies, however Google will start rolling this change out throughout the year, to which you will be informed to switch your campaigns over to align with the above. Google has assured it’s advertisers that these changes shouldn’t impact the behaviour of your existing campaigns.
Should You Turn On Optional Target CPA/Target ROA S?
If you would like to gain a little more control over your bidding or have small profit margins for your service/business, thus require your campaigns to lean on the aspect of being more cost effective. Then switching these on is typically a more beneficial approach. This is because you are giving Google something to work towards instead of allowing it to spend your budget with limited control over how much you’re paying for a conversion or the return that conversion brings you.
If you’re looking to learn more about how you can generate an ROAS within your campaigns, checkout this link on Ways to Improve ROAS in Googleads. For more information on Google’s latest announcements click here!
