Target is significantly different from historical performance

It's best to start a Search Ads 360 bid strategy with a target CPA (cost-per-action) or target ROAS (return on ad spend) that matches historical (last 3-4 weeks) performance because large differences in target ROI (Return On Investments) compared to historical performance may have an unexpected effect on spend and conversions or revenue.

If the target matches historical performance, the bid strategy will usually efficiently spend within a range that's close to the current spend.

Shortly after creating a new bid strategy, Search Ads 360 will display an alert if your target is significantly different from recent performance. If you move the target closer to historical performance, the bid strategy can achieve your goal more efficiently.

How to fix the issue

Manually change the bid strategy's target

1. Sign in to your Search Ads 360 experience.

2. Navigate to a sub-manager account.

3. On the left navigation panel, click the Bidding & planning drop-down.
4. Select Bid Strategies.
5. Select the name of the bid strategy that you want to edit.
6. Click the Edit drop-down, then click Change Bid Strategy Target.
7. Select the appropriate currency for your bid strategy from the currency drop-down box.
8. Select the bid strategy where you want your changes to apply to in the Changes apply to bid strategy type drop-down box.
9. Input your new target value under the Changes to be made box.
   • Note: It is recommended that your new target is close to your performance based on your historical data.