Search Ads 360 uses advanced machine learning to automate the process of setting bids across some of the supported advertising platforms for your advertising targets. Depending on your business goals and whether you want to focus on getting clicks, impressions, conversions, or revenue, automated bidding can help you achieve your goals effectively and efficiently.
Let’s say you want to increase conversions across your campaigns at a CPA target, but you don't want to set bids for hundreds of individual keywords. By adding those campaigns to a portfolio Target CPA bid strategy and setting a CPA goal you want to hit, your bids are automatically optimized to get you better performance for your goals.
You can set up the following Search Ads 360, submanager-owned, bid strategies:
- Set up portfolio bid strategies from “Bid strategies” in the Tools and Settings, Shared Library.
- Target CPA
- Target ROAS
- Target Impression share
- Set up budget bid strategies from “Bidding and Planning” to help you assign a set budget for a specific time period (for example, a month or quarter). Search Ads 360 makes bid and budget adjustments over time to meet your budget and conversion goals.
- Budget bid strategy: Maximize clicks
- Budget bid strategy: Maximize conversions
- Budget bid strategy: Maximize conversion value
You can also set up the following Google Ads bid strategies from the Search Ads 360 sub-manager:
- Google Ads Maximize clicks
- Google Ads Maximize conversions
- Google Ads Maximize conversion value
See the following table for a description of each automated bid strategy.
Automated bid strategies
| Goal | Bid strategy |
|---|---|
|
Get more conversions with your target CPA. |
Target CPA automatically sets bids to help get as many conversions as possible at the target cost-per-action (CPA) you set. Some conversions may cost more or less than your target. Learn more about Target CPA. |
|
Meet a target return on ad spend (ROAS) when you value each conversion differently. |
Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target. Learn more about Target ROAS. |
| Increase visibility. |
Target impression share automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of search results. Learn more about Target impression share. |
|
Increase clicks with spending your budget. |
Budget bid strategy: Maximize clicks automatically sets your bids and budget to help get as many clicks as possible within your target spend. Learn more About budget bid strategies. |
|
Get more conversions while spending your budget. |
Budget bid strategy: Maximize conversions automatically sets bids and budget to help you get the most conversions for your campaign within your target budget. Learn more About budget bid strategies. |
| Get more conversion value while spending your budget. |
Budget bid strategy: Maximize conversion value automatically sets bids and budgets to help you get the most conversion value for your campaign within your target budget. Learn more About budget bid strategies. |
Supported campaign types
Search Ads 360 bid adjustments can be applied to the following campaign types:
- Google Ads, Microsoft Advertising, Yahoo! JAPAN Ads, and Baidu Search campaigns
- Google Ads and Microsoft Advertising shopping campaigns
- Google Ads Performance Max campaign
- Google Ads, Microsoft Advertising, and Yahoo! JAPAN Ads Dynamic Search Ad campaigns
Learn how to Create a Search Ads 360 portfolio bid strategy.