Google will roll out a revamped AdWords automated bidding. Though some changes are just semantic workflow is getting updates.
Changes in Names
Flexible strategies will be named as portfolio bid strategies. The reason for this change is to indicate a single strategy can be applied across multiple campaigns, ad group, and keywords in some cases.
A strategy which is applied to a single campaign has been named as a “standard” bid strategy.
Target CPA will be the new name of conversion optimizer for entire new bid strategies to simplify nomenclature. But, target CPA will be applied as standard and portfolio bid strategy.
Functionalities of the Updates
Let us look at the top functionalities of the updates:
The manager can create or add to bidding strategies from the campaign setting tab. There is no need to enter into the shared library.
There can be separate CPA goals for separate ad group in portfolio bid strategies for target CPA. For instance, if you have multiple ad groups in a bidding portfolio, you want to set a higher CPA target for products with higher value.
It is essential to note that portfolio bid strategies can’t be applied to videos or universal app campaigns.
Last December, Google added new reporting features for automated bidding. But, all these latest updates will start showing up in the account within a few weeks.