The constraints that you can optionally set in a Search Ads 360 budget bid strategy enable you to set some boundaries for the strategy.
Some of the available constraints are related to the metric (conversions or revenue) of the selected conversion goal. For a conversion metric, you can set a CPA constraint. For a revenue metric, you can set a ROAS or ERS constraint.
| Constraint | Description |
|---|---|
| Minimum bid |
Specifies the minimum amount that you will allow a budget bid strategy to set for a biddable item. Note: Minimum bid constraints don't apply to auction-time budget bid strategies. However, items still running on intraday bidding (even in an auction-time budget bid strategy) will honor minimum bid constraints. |
| Maximum bid |
Specifies the highest amount that you will allow a budget bid strategy to set for a biddable item. Note: Maximum bid constraints don't apply to auction-time budget bid strategies. However, items still running on intraday bidding (even in an auction-time budget bid strategy) will honor maximum bid constraints. |
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Keep CPA below Keep ERS below |
Select this option to specify the maximum CPA or ERS that a budget bid strategy can achieve while spending the budget. These efficiency constraints, if too low, can prevent a budget bid strategy from going over the specified efficiency rate to spend all of the budget and may cause a budget bid strategy to underspend. We recommend that you don't set an efficiency constraint.
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| Keep ROAS above |
Select this option to specify the minimum ROAS that a budget bid strategy can reach while spending the budget. If this efficiency constraint is too high, it prevents a budget bid strategy from making required changes to spend the budgeted amount. We recommend that you don't set an efficiency constraint.
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