Bidding and Planning incorporates planning, budgeting, and reporting tasks into Search Ads 360 to help you seamlessly manage spend and understand your campaigns’ success.
With Bidding and Planning, you can optimize your campaigns, including Google Ads Performance Max campaigns, during a planned time period (also called a plan) by using a budget bid strategy to automatically set the individual campaign budgets.
Before you begin
Check your campaigns’ conversions goal settings.
Google Ads Performance Max uses machine learning models to optimize bids and placements to drive conversions or conversion value for your goals, but you provide important inputs about what types of conversions are most valuable to your business. Learn more About Performance Max.
While creating your budget bid strategies, make sure the type of Key Metrics you set for it match the goals type of your Performance Max campaign. For example, if your Performance Max campaign is set to optimize towards conversion value, set your plan to optimize towards conversion value as well.
Also, consider only setting a campaign budget for your Performance Max campaign, instead of setting a Target CPA or ROAS. Use the budget bid strategy constraints “Keep CPA below” or “Keep ROAS above” to efficiently maximize your budget. Learn more about budget bid strategy constraints.
Instructions
With a budget bid strategy, Search Ads 360 automatically sets bid adjustments for Performance Max to help get as many conversions as possible at the target spend.
A budget bid strategy can only be configured in a plan. One budget strategy is created for a plan even though the settings can be different in each plan.
To create a budget bid strategy, do the following:
- Sign in to your Search Ads 360 experience.
- Navigate to a sub-manager account.
- In the left page menu, click Bidding & Planning.
- In the Active plans or All plans sub-menu, click the plus button to create a new plan.
- (Optional) On the "Adjust forecast" page, toggle the Budget bid strategy option “On” to forecast what happens when you create a budget bid strategy.
- Enter your spend amount, then click Continue.
- On the “Set up plan” page, choose your plan schedule and performance targets.
- In the “Performance settings” section, select the Optimize performance automatically with a budget bid strategy option.
- Select Use auction-time bidding.
- (Optional) Select Set Target cost / conversion constraint and enter a maximum cost per action (CPA) amount for your budget bid strategy.
- Click Set up plan.