Create or edit a budget bid strategy

Step 1: Create or edit a plan

Create a new plan

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. In the left page menu, click Bidding & Planning.
4. In the Active plans or All plans sub-menu, click the plus button to create a new plan.
5. In the “Date range” section, choose a date range for your performance goals from the dropdown.
6. In the “Key metric” section, select the metric you want to track. You can choose from the following:
   • Conversion value (conversion value per spend)
   • Conversions (Average Cost/Conversion)
   • Clicks (Average CPC)
7. In the “Campaigns” section, you can use your existing campaigns.
8. Click Continue.

Finish the process by completing the steps under Create or edit your budget bid strategy

Edit an existing plan

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. In the left page menu, click Bidding & Planning.
4. In the "All plans" sub-menu, select the checkbox for a plan you want to edit, then click Edit and select "Edit plans".

Finish the process by completing the steps under Create or edit your budget bid strategy

Step 2: Create or edit your budget bid strategy

1. On the "Adjust forecast" page, under "Your Plan" panel, toggle the "Budget bid strategy" option On to forecast what happens when you create a budget bid strategy.
2. Enter your spend amount, then click Continue.
3. On the “Set up plan” page, scroll down to the “Performance settings” card.
4. In the “Performance settings” section, select Optimize performance automatically with a budget bid strategy option.
5. You can then select additional settings:
   • Use Google Ads auction-time bidding (recommended): Helps improve performance by using real-time contextual signals, such as time and location.
     1. Not using auction-time bidding may negatively affect performance.
     2. Auction-time bidding is only available for Google Ads campaigns. Learn more About using Search Ads 360 conversions for auction-time bidding
   • Set intraday bidding limits: These limits apply to campaigns that don't use auction-time bidding and only apply to the base keyword or product-group bid.
     1. You can set a minimum and/or maximum bid.
   • Set Target cost / conversion constraint: Sets the maximum cost per action (CPA) amount for your budget bid strategy.
     1. If you select this option, you must enter a currency amount to keep the cost / conversion below.
     2. Setting a "Target cost / conversion constraint" may prevent the budget bid strategy from spending the targeted amount.
   • Set minimum budget allocation by account type: Use the advanced bidding controls for budget bid strategies to allocate specific percentages of overall budget to individual account types and gain more precise control over spending distribution.
     1. Set a percentage of budget to allocate to a specific account type.

6. If you don't select the "Use Google Ads auction-time bidding" option, you will find 3 choices for bid adjustments. (These adjustments could raise or lower your bids beyond the limits you set for your intra-day bidding limits.)
   • Device
   • Audience
   • Location
7. Click Set up plan if you're creating a new plan or click Update plan if you're editing an existing plan.

To return to a previous step in the process, click the name of the step below the navigation bar.