Create and apply Search Ads 360 bid strategies
Set target ROIs for ad groups
You can set target ROIs (Return On Investments) for ad groups, even when an ad group is within a portfolio. You can choose to use a campaign default target CPA or target ROAS, or set specific targets for ad groups.
- A target ROI can be set for ad groups in the following instances:
- Search campaigns that are managed by a portfolio bid strategy.
- Shopping campaigns that are managed by a standard (or campaign-level) bid strategy
- A target ROI can’t be set for ad groups in the following instances:
- Shopping campaigns that are managed by a portfolio bid strategy.
- Campaigns that are managed by a budget bid strategy.
When you set a specific ad group target, you're letting Search Ads 360 know that a particular ad group within a portfolio is valued differently, and bidding for that ad groups should be increased or decreased accordingly.
Keep in mind
Setting a separate ad group target CPA or ad group target ROAS might affect the overall performance of your Target CPA or Target ROAS bid strategy. While an ad group target CPA or ad group target ROAS gives you more control over the performance of one ad group, it might impact the ability of your bid strategy to meet its overall target CPA or target ROAS.
Also, ad group target CPA or ad group target ROAS values persist, even if you change the default target CPA or target ROAS in the bid strategy page. To return the ad group target ROIs to the default bid strategy values, you must manually remove the value (leave the field blank) in “ad group settings” (see step 7, first bullet).
Example: Ad group CPA target
Campaign X is in a bid strategy with a portfolio CPA target set to $50. Ad Group A's target is set to $100.
|
Campaign |
Bid strategy CPA target |
Ad group |
Ad group CPA target |
Conversions |
| X | $50 |
A |
$100 |
50 |
|
B |
$60 |
200 |
In this example, conversions for Ad group A are considered twice as valuable as conversions for
Ad group B.
It's important to note that the average target of the bid strategy will change based on the traffic-weighted influence of the ad group CPA target. You will see this value in the "Average target CPA" scorecard. The average target will reflect both your bid strategy portfolio target, plus your ad group targets. However, you should expect the value to change over time due to the traffic-weighted average target CPA.
Example: Ad group ROAS target
Campaign X is in a bid strategy with a portfolio ROAS target set to 400% and Ad Group A's target to 200%.
|
Campaign |
Bid strategy ROAS target |
Ad group |
Ad group ROAS target |
Conversions |
| X | 400% |
A |
200% |
50 |
|
B |
360% |
200 |
In this example, conversions for Ad group A are considered half as valuable as conversions for
Ad group B.
Decreasing the ROAS by half has the same effect as doubling the CPA in the CPA example above.
It's important to note that the overall average target of the bid strategy will change, based on the traffic-weighted influence of the ad group ROAS target. You will see this value in the "average target ROAS" scorecard. The average target will reflect both your bid strategy portfolio target, plus your ad group targets. However, you should expect the value to change over time due to the traffic-weighted average target ROAS.
Instructions
Set an ROI target directly in an ad group
- Navigate to a sub-manager account.
- On the page menu, click Ad groups.
- (Optional) Add the Bid strategy column to the statistics table to note which bid strategy is managing bidding in the ad group.
- Click the ad group name in the report table.
- On the page menu, click Settings.
- Expand the “Bidding” section.
- Enter an ROI target and click Save. This value is specific to the ad group and is not affected by the bid strategy’s default target.
- To use the default target value, remove any existing value for this ad group (leave the field blank).
- To change the default target value, click Edit default target (CPA or ROAS) in the shared library. The link takes you to the bid strategy's "Performance history" report where you can edit the target ROI.