Google Ads rolls out three major bidding, budgeting updates

Image credit: Search Engine Journal

Google Ads is rolling out three significant updates to its bidding and budgeting features globally, including expanded availability for Smart Bidding Exploration, a new Promotion mode in beta, and changes to budget-limited campaign optimization.

Smart Bidding Exploration, a tool enabling advertisers to test bid strategy changes, is now available globally for Search and Performance Max campaigns that do not use a product feed, Google announced. A beta program for Shopping advertisers will also open soon.

A new Promotion mode is entering beta for Search and Performance Max campaigns, according to Ginny Marvin, Google’s Ads Product Liaison. This mode allows advertisers to temporarily adjust budgets and return on ad spend (ROAS) targets for specific events or promotional periods.

Starting August 17, Google will implement backend bidding target optimization changes specifically for budget-limited campaigns. These adjustments are designed to improve the predictability of campaign performance, Google said.

Advertisers with budget-limited campaigns will begin receiving notifications about these upcoming changes on July 6. Google advised advertisers to review their cost-per-acquisition (CPA) and ROAS targets to ensure alignment with business objectives before the August 17 implementation.

During the rollout and calibration periods for these updates, advertisers may experience minor fluctuations in campaign performance, Google reported. The company stated that these fluctuations are expected to be temporary as the new systems calibrate.

The updates underscore Google’s ongoing efforts to refine its automated bidding systems, which leverage machine learning to optimize campaign performance based on advertiser goals.

Source: Search Engine Journal