Changes to Google’s Smart Bidding algorithm means it will now be focused more on reporting insights and predictive features.
Google announced the changes following a recent blog post in which advertisers were encouraged to use Smart Bidding with Broad Match.
Smart Bidding is a set of automated bid strategies that optimise for conversions or conversion value. Smart Bidding uses machine learning to optimise your bids to maximise on conversions and conversion value across your campaign or bidding portfolio.
Target CPA, Target ROAS, Max Conversions and Enhanced CPC are all Smart Bidding strategies.
Predictive Data for Budgets, Target CPA and Target ROAS
Predictive data has historically been based on the last 7 days of campaign data. This means that previously we could only see data based on what happened in the past. Going forward, we will now be able to better predict future performance by choosing a date range of up to 90 days in the future, accounting for seasonality influencers.
This example shows a simulation showing predicted differences for a future 7-day period based on different levels of Target CPA scaling.
Selecting alternate dates will update the predicted results for each column (clicks, impressions etc).
Get more insights with reporting improvements
Advertisers now have the convenience of benefiting from recommendations in the strategy report to help improve the overall success of their Smart Bidding campaigns.
With the view to provide a more transparent Smart Bidding experience, some features from the bid strategy report are now available elsewhere in Google Ads.
- The campaigns tab will now show your average target CPA and average target ROAS for search and shopping, helping you to identify what target Smart Bidding is optimizing towards by factoring in device bid adjustments, ad group CPA and ROAS targets. App will be available soon too!
- For search campaigns, users can now also gain a better understanding of conversion delay and the impact this will have on the campaign performance. You’re able to hover over conversions in the campaigns tab to identify how many days are left for conversions to be reported for a specific time period. If historic data is available, you’ll also see an approximation of how many conversions are probable to come in over time.
- For search campaigns, users can find top signals in the overview page. This will help users to understand which key factors are at play to boost the campaign performance.
- Editable features within the shared library include name, CPA targets, ROAS targets, and Impression Share targets for portfolio bid strategies.