Google Ads — You Can’t Use These Two Bidding Strategies From April 2021
Google Ads automated bidding, Smart Bidding, manual bidding — the number of available bidding options available seems to keep growing and understanding how each one work and test every time can be confusing.
All the same, it’s essential to stay up-to-date on Google’s ever-evolving ad platform so that you can maximise your campaign’s ad performance.
Let’s back to today point.
Which two Google Ads bidding strategies you can set from April 2021?
February 23, 2021, post on the Google Ads Developer Blog, Google unceremoniously dropped the major news that these two bidding strategies will no longer be supported in the coming months!
So, for search campaigns, TargetCpa and TargetRoas will no longer be separate from the MaximizeConversions and MaximizeConversionValue bid strategies. Instead, they will be represented as MaximizeConversions and MaximizeConversionValue bid strategies with their respective target_cpa and target_roas fields set. Use of TargetCpa and TargetRoas the different strategy will be deprecated.
But, the good news is there will be no impact on bidding behaviour due to these changes. The MaximizeConversions bid strategy using the new optional target_cpa the setting will still behave like the TargetCpa the strategy does today, and likewise, MaximizeConversionValue using the new optional target_roas the setting will behave like TargetRoas.
Starting in April 2021, the Google Ads UI will begin allowing some users to create MaximizeConversions and MaximizeConversionValue bid strategies with their target_cpa and target_roas fields set, instead of the old-style TargetCpa and TargetRoas bid strategies. This change will gradually ramp-up to more accounts over time.
Google hasn’t yet announced a full timeline for these bidding strategies' retirement, but we anticipate more news to come out over the next month. The Google ads team will publish an update on the blog when the above fields are mutable, along with several months’ notice before Target CPA and Target ROAS strategies are deprecated in Search campaigns.
Keep your eye on Google’s announcements and update this post with more timely information as it becomes available.
