Google Ads makes changes in portfolio bidding strategies
Google Ads' bidding strategies maximize the visibility of your ad based on various parameters and the goal you want to achieve. You determine the focus of your campaign and then choose the bidding strategy that best matches. That sounds simple, but it hasn't been so far. The complexity of the parameters to be used was quite confusing. Only experienced Ads strategists kept the overview. And even then. That feedback did not fall on deaf ears at Google. Since the beginning of this month, important simplifications have been implemented. We'll list them for you. This is going to be a very technical story, but don't worry: we have the strategies under our fingertips. Can't you see the wood for the trees anymore? Contact us, and we'll bring peace of mind, an overview and effect to your campaign.
In an effort to simplify, Google Ads announced changes to two portfolio bidding strategies. Portfolio bidding strategies can be applied to different campaigns throughout your Google Ads account.
Average daily budget for maximizing clicks
The target spend setting is no longer an option in new bidding strategies for maximizing clicks. Instead, the average daily budgets of the campaigns are added to the portfolio. This is in response to comments from Google Ads users who found the setting for target spend in Google Ads rather confusing.
The strategy for maximizing clicks automatically adjusts bids to get as many clicks as possible within your budget, or target spend - if you had set one. If you didn't set a target spend, the system would try to spend the remaining daily budget of one of the campaigns using the bidding strategy.
Target spend is defined as the amount you want to spend each day on all campaigns using this bidding strategy. Unlike the budget, target spend is not a hard limit. As a result, your daily expenses could sometimes exceed your set target spend.
You immediately understand why setting a budget and a target spend can cause confusion, in addition to the fact that average daily budgets are not hard targets. Your actual daily expenses can exceed the set daily budget up to double or more - if you also optimize for conversions. Google does respect the monthly budget.
Later this year, old target spending settings will be removed automatically. From then on, portfolio strategies will use your average daily budget to manage expenses.
No more eCPC as portfolio bidding strategy
CPC is no longer available as a bidding strategy for portfolios. There would be no additional advantage to using eCPC (enhanced cost per click) as a portfolio strategy, in contrast to the campaign level. Google also states that they are "much more widely used" for individual campaigns. If you have extensive CPC portfolio bidding strategies, they will automatically be converted to campaign level.
Why are these portfolio bidding strategy changes important?
It's just an initial optimization. It has been announced that also target search page location and target outranking share as bid strategies will disappear within the portfolios, perhaps this month. ECPC will remain at campaign level but target search page location and target outranking share will disappear and be replaced by target impression share. If you choose a portfolio bidding strategy in the near future there are 4 options: Target CPA, Target ROAS, Maximize clicks and Target impression share.
Good luck! And have you lost your way? We would like to put you back on the right track. Contact our experts Google Ads bidding strategies.