After you launch the Search Ads 360 bid strategy:
- Use bid strategy reports to find any problems related to:
- Low volume, in which case you may need to add more keywords or better-performing keywords to the bid strategy.
- Spend being limited by campaign budgets, in which case sometimes you can achieve significantly more conversions at an optimal cost if you increase campaign budgets.
- View the bid strategy forecast for your Search Ads 360 bid strategy to find the ideal trade-off between cost and conversion volume with various CPA or ROAS targets.
- If you make changes to the Search Ads 360 bid strategy, such as adding new keywords or adjusting the target, be sure to wait several days, or a couple of weeks if you've added a large number of new keywords with no performance history, before reviewing the effect of your changes.
Recommendations
- Avoid changing targets too frequently, specifically no more than once per week. We recommend giving the bid strategy sufficient time to learn before making changes.
- Avoid changing targets too drastically. Frequent or large target changes won’t negatively impact the performance of your bid strategy, however it’s important to note that a major change in targets can have a similarly sized impact on spend or volume.
- Avoid adding a large number of keywords all at once, especially keywords with no performance history.
- Make sure that you sync any changes you make on the client account into Search Ads 360. Best practice is to schedule a nightly sync.