Google Ads portfolio and standard bid strategies
Displays the Google Ads bid strategy that's applied to a Google Ads campaign or ad group.
On the Campaigns tab, this column displays one of the following values:
- If a portfolio bid strategy is applied, the column displays the name you specified when you created the bid strategy in Google Ads.
- If a standard bid strategy is applied, the column displays the bid strategy's type and target amount in parenthesis. See the following table for details:
Google Ads standard bid strategy type Value shown in Engine bid strategy name column Manual bidding with ECPC turned off (manual) Manual bidding with ECPC turned on (manual; Enhanced CPC) Maximize clicks (Maximize Clicks; amount of maximum CPC) Target CPA (Target CPA; amount of target CPA) Target ROAS (Target ROAS; targeted ROAS percent)
On the Ad groups tab, this column displays one of the following values:
- If a portfolio bid strategy is applied to the parent campaign, the column displays the name you specified when you created the bid strategy in Google Ads.
- If a standard bid strategy is applied to the parent campaign, the column displays one of the following values:
- (inherited): The ad group is inheriting the campaign's bid strategy with no overrides.
- (Target CPA; amount of target CPA) or (Target ROAS; targeted ROAS percent): The campaign's bid strategy is Target CPA or Target ROAS, and the ad group is overriding the target amount.
Add this column to a report
- Navigate to a Google Ads engine account.
- Click the Campaigns or Ad groups tab.
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If the column isn't already in the reporting table:
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Click the Columns button above the performance summary graph.
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In the Search for columns box, type the column name.
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Click + to add the column to the Selected columns list.
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Optional. Drag the column where you want it in the list.
- Click Apply.
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