Create a Search Ads 360 bid strategy

With new changes to the bid strategy creation process, you can now directly select campaigns as you create your bid strategy. The process for editing bid strategies remains unchanged at this time.

1. Navigate to an advertiser.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. In the left navigation panel, click Bid strategies.

3. Click the Bid strategies tab.

4. Click + Bid strategy, which appears above the reporting table. 

5. On the "Goals" page, give the bid strategy a name, select a currency, and select a goal.

   If you select a "Conversions" or "Revenue" goal, Search Ads 360 displays additional options, including:

   • Engine features: "Auction-time bidding" (only applicable to Google Ads accounts)
   • Bid optimization: "Keywords and other biddable items"
   • Bid adjustments: “Device bid adjustments”, “Remarketing target bid adjustments”, and “Location bid adjustments”. The bid adjustments you select will be applied only in the engine types that support them.

   The default selected currency is the advertiser's currency if at least one engine account uses the same currency as the advertiser. Any other currencies that are listed come from the engine accounts. All campaigns managed by the bid strategy must use the same currency.

   If an advertiser contains a single engine account, the only available currency is the engine account's currency.

6. On the "Conversion Source" page, select a conversion source and conversion type.

   This step only appears if you've selected a "Conversions" or "Revenue" goal.

    

   In the "Conversion type" section, you can only select an existing formula column, Floodlight activity column, or Google Ads conversion tracking column. For information about creating a new conversion column, see Create a goal for Search Ads 360 to analyze. 

7. On the “Campaigns” page, select the campaigns you want to include in the bid strategy.

8. On the “Target and Constraints” page, select the target type and, optionally, any constraints.

   When you create a bid strategy with a CPA, ROAS, or impression share target, and the campaigns you've selected have historical data, Search Ads 360 will suggest a recommended target for the bid strategy. This target is based on the last 28 days' average baseline performance of all campaigns across the target. Alterations to the baseline, such as data exclusion and seasonality events, are not considered when calculating the recommendation.

9. Click Save bid strategy.