Apply Google Ads standard bid strategies

1. Navigate to a Google Ads campaign.

   Steps for navigating to a campaign

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. 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.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. Under the name of the campaign, click the campaign settings icon . 
3. Verify that the Search Ads 360 bid strategy is set to manual bidding:
   1. In the Bid strategy section, click Search Ads 360 bid strategies.
   2. In the list on the right, under Search Ads 360 bid strategy, click the arrow ▼ to display the list, and select Manual bidding.
   3. Optional but recommended step. Set the campaign's ad groups and keywords to inherit the campaign's manual bidding setting for Search Ads 360 bid strategies:
      Select the On save, bid strategies applied to individual ad groups and keywords in this campaign will be removed, and they will instead inherit this bid strategy check box.
4. In the Bid strategy section, on the left side of the box, click Google Ads bid strategies.
5. Do one of the following:
   • Apply Maximize Clicks standard bid strategy
     1. On the right, under Google Ads bid strategy,  click the arrow ▼ to display the list, and select Maximize Clicks.
     2. Optional. Specify the maximum bid/cost amount that you're willing to spend for each click.
        The Google Ads bid strategy won't exceed the maximum CPC bid while spending the campaign budget.
     3. Optional. Select the Enable Enhanced CPC for this bid strategy check box.
   • Apply Target CPA standard bid strategy
     1. On the right, under Google Ads bid strategy,  click the arrow ▼ to display the list, and select Target CPA.
     2. Specify a target amount that you're willing to spend for each click.
        On average, the Google Ads bid strategy will stay within range of your specified target CPA. This means that some amounts may exceed the CPA specified and others will be less than the target CPA.
   • Apply Target ROAS standard bid strategy
     1. On the right, under Google Ads bid strategy,  click the arrow ▼ to display the list, and select Target ROAS.
     2. Specify a target for the average conversion value (for example, revenue) you'd like to get for each dollar you spend on ads. On average, the Google Ads bid strategy will stay within range of your specified target ROAS. This means that some amounts may exceed the ROAS specified and others will be less than the target ROAS.
6. Make any other changes that you want to the campaign settings and then click Save.

Override a CPA or ROAS target for an ad group

If you apply a Target CPA or Target ROAS standard bid strategy to a campaign, you can set a different CPA or ROAS target for individual ad groups:

1. Navigate to a Google Ads ad group in a campaign that uses a Target CPA or Target ROAS bid strategy.
   Steps for navigating to an ad group

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

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

   4. In the "Advertiser" list, click the advertiser that contains the engine account.

   5. In the "Account" list, click the engine account that contains the campaign.

   6. In the "Campaign" list, click the campaign that contains the ad group.

   7. In the "Ad group" list, click the ad group.

   8. Click Apply or press the Enter key.

   Search Ads 360 displays the ad group page.

2. Under the name of the ad group, click the settings icon . 
3. In the Bidding strategy section, click Google Ads bid strategies.
4. Select the Set Target CPA or Set Target ROAS check box and enter a target for the ad group.
   
   Don't see the Set Target CPA or Set Target ROAS check box?
   This check box appears only if the parent campaign is using the Target CPA or Target ROAS standard bid strategy.
    
5. Click Save.

If you add the Engine bid strategy status column to the Ad groups tab, you'll see the new target amount for the ad group.