Google Ads is changing the way smart bidding strategies are labeled, separating goal-based bidding strategies from volume-based bidding strategies.
Starting this month, “Increase conversions with Target CPA” will be renamed Target CPA, while “Increase conversions with Target ROAS” will revert to Target ROAS.
Why do we care. The change is designed to make it clear whether the campaign is promoting high volume or trying to reach a specific performance goal.
Details.
- Increase Conversions it is always available for marketers who are focused on converting as many people as possible within a budget.
- Increase Conversion Value it is always available for advertisers who are focused on generating the highest number of conversions available within a budget.
What is constant. Reviews are for the organization only.
Google says there are:
- There are no changes in bidding behavior
- There are no changes to campaign performance
- No changes are required for advertisers
Campaigns will continue to bid as they do today.
For API users. Google is also aligning the interface very closely with how bidding strategies are represented in the Google Ads API.
Developers should review integrations, reporting tools, and campaign creation workflows to ensure they correctly recognize the TARGET_CPA and TARGET_ROAS independent variables.
Google encourages API users to monitor for future updates related to:
- BiddingStrategyType enum
- Standalone TargetCpa and TargetRoas messages
- Target settings choose between MaximizeConversions and MaximizeConversionValue
Bottom line. Nothing changes in how Smart Bidding works, but advertisers can find campaign setup and reporting easier to understand as Google replaces Target CPA and Target ROAS as independent, clearly defined strategy terms.
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