Google Ads Target Bidding Alert
From a branding content curator’s view, this piece is essential reading for ecommerce marketers. The update can raise your cost per conversion or lower ROAS if you ignore it. It affects campaigns limited by budget using Target CPA or Target ROAS. Google enforces the change automatically beginning August 17, so you need a campaign audit now. The article explains three practical choices per campaign, and it details the Bid Target Adjustment Tool and Smart Bidding Exploration. It also shows how to brief stakeholders before metrics change. Read it to protect margins and own your bidding strategy.
Think of this as a scheduled reset for bid targets, not a bug. Start by listing all campaigns flagged Limited by budget with Target CPA or Target ROAS. Compare actual CPA or ROAS to stated targets over the past 90 days. If actual sits well inside target, decide to reset the target, raise the budget, or accept intentional drift. Use the Bid Target Adjustment Tool to lock in realistic targets before August 17. Monitor channel shifts after rollout, especially for Performance Max and Shopping. Take these steps now to avoid surprise cost increases later.
Source: www.searchenginejournal.com
